04 June 2022, Mumbai:
Kidwear sales volume grew by 40 percent on Snapdeal from January- May ’22 as compared to the equivalent period last year.
Occasion wear for children grew by 130 percent growth while the sale of ethnic wear for children increased by 263 percent this year due to families getting the opportunity to meet and jointly celebrate weddings and festivals like Eid, Baisakhi, Pongal and GuddiPadwa. A large part of the demand for kids ethnic wear was centered in Uttar Pradesh, Karnataka and Maharashtra.
Parents shopping for their infants showed higher inclination towards apparel that is stylish, but also provides comfort and convenience. Reusable velcro diapers, Onesies with shoulder flaps that are easy to remove, front open vests and tie knot dresses were some of the popular items preferred by parents. Snapdeal added more relevantant choices from brands like Fashion Dream, Aarika, Mojua and Hopscotch in this regard.
While apparel continued to be the largest part in the kids category, post pandemic buying trends in the kids category have also changed.
An indication of how users are re-organizing their time was visible in the increased sale of outdoor/ sports items like tricycles, ride-ons and skates, where sales went up by 96 percent, while indoor games, art & craft supplies, kids room decor that had gained popularity during lockdowns saw a drop in sales volumes.
There was also increased awareness and desire to buy baby safety products. Sales in this category grew 37 percent with products like knee pads for crawling babies, baby helmets for new walkers and safety harnesses for walking assistance being popular choices. Families also bought finger pinch door guards, foam guards for sharp furniture edges, safety locks to secure cupboards and covers for electric socket points. The addition of brands like Safe O Kids, Brandonn and Amardeep helped augment the selection in this category.
While the overall fashion category grew over the equivalent period last year, footwear was a popular choice amongst both men and women on Snapdeal, with sales of men's casual shoes increasing by 141 percent and sales of women’s slip ons and pumps increasing by 43 percent. Women's fashion saw a rise in the sale of dress materials, maternity wear, and essentials, while Men's fashion saw a rise in chino and polo t-shirts.
