Itna Sannata Kyu Hai Bhai?

Bhai,
logon ne sab khareed liya hai.
Ab toh kuch bikta hi nahi.

Heard this line by your nearones?
Yup, welcome to Post-Festive Ghosting Season
the phase when sales vanish faster than your salary after Diwali.

Here’s the harsh truth:
India doesn’t stop spending.
It just stops spending on you.

What’s Actually Happening

Diwali is that one magical week when every brand becomes Ranveer Singh
loud, full of energy, and ready to impress.

But the moment lights go off, reality hits.
Data says festive spending drops by half within 10 days.
Brands cut ad budgets by 60–70%
because “ROI nahi aa raha.”
(ROI means, Return on Investment = profit from money spent)
Around 70% of marketers lose festive buyers forever.
People go from “Add to cart” to “Abhi nahi, next month.”

But Wait, Smart Brands Don’t Panic

See what Nykaa does after Diwali:
they don’t shout “Buy now!”
They say, “Shaadi season aa gaya, glow ready rakho.” or ‘PINK FRIDAY sale’

Zomato drops, “Ab ghar ka khana boring lag raha hai?”

And Myntra teases its next sale instead of going silent: “We’ll be back soon.”
Lesson?
The festive season isn’t The End.
It’s Season 2 loading.

The Real Problem

You spent lakhs on festive ads to get new customers.
But after one order,
they ghosted you like a bad Tinder date.
So basically, you paid premium CAC for a one-time fling.
(CAC = Customer Acquisition Cost which means the money you spend to get one new customer.)

So What’s The Fix?

1. Stop treating everyone the same

Your festive buyers are not one crowd.
They’re types:

• The First Crush (bought once)

• The Flirter (added to cart and vanished)

• The Lover (repeat buyer)

• The Ex (unsubscribed)
  

  

  
  Each one needs a different message.
  The same “Flat 20% Off” won’t work for everyone.

2. Send “thank you” instead of “hurry up”

Festive ke baad log tired hote hain.
Instead of “Sale ends tonight!”,
try “Thanks for being part of our festive family. Here’s something for your next month.”
Tone makes all the difference.
Be grateful, not desperate.

3. Build connection, not just conversion

The best slide in the deck said, “Invest in the connection you already made.”
How?
Show them your BTS, talk about your product story, share customer reviews that feel real - not like fake Zomato copy.
Selling posts attract clicks. Story posts build recall.

4. Don’t sleep on retention tools

If you’re fancy, use CleverTap or WebEngage.
If you’re a small size business, use Google Sheets + WhatsApp.
Even one smart “Welcome Back” message can outperform 10 new ad creatives.
Example: “Hey {Name}, did your festive order reach safe? We’d love your feedback.”
Itna pyaar kaafi hota hai to bring them back.
That’s called Retention Marketing - keeping old buyers happy so they buy again.

5. Seasonal ≠ Over

India’s calendar is a marketer’s buffet.
After Diwali
comes Shaadi Season → Christmas → New Year → Republic Day → Valentine’s.

People didn’t stop buying.
They just changed why they’re buying.
Tap into those moods.
Don’t wait for “next festive.”

The Real Takeaway

Festive season isn’t your endgame.
It’s your entry point.
Brands that keep talking even after the sparkle fades become the ones customers remember during the next sale.

So before you say “budget tight hai,”
ask yourself - “Did I even try to talk to the people who already bought from me?”
Because sometimes, your next big sale isn’t in a new ad.
It’s in your old buyer’s inbox.

Keep Talking

The biggest mistake brands make?
Going silent after Diwali.
But this is when people still remember you.
Show behind-the-scenes, share your customer stories, post something real - not “SALE! SALE! SALE!”

The Souled Store does it perfectly - fun reels, team bloopers, BTS.
No overacting, no push.

That’s why people feel connected, not targeted.

The Final Mic Drop

Festive season wasn’t your finish line.
It was your starting point.
Every Diwali buyer is a potential loyal customer - if you talk to them like a human, not a transaction.
Stop chasing “new” all the time. Start nurturing “old” with warmth.
Because in India, loyalty doesn’t come from discounts.
It comes from yaad rakhna, message bhejna.