Revenge Buying

The sales of high-end Mercedes models, such as the GLS and GL Wagon, priced between ₹1.2 crore and ₹2 crore, have surged significantly. This phenomenon unfolded just weeks after the lockdown was lifted in major Indian cities. Interestingly, Mercedes showrooms had not even reopened; telephonic sales and car drives alone fueled this extravagant spending spree.

Thousands of consumers, confined for months, exhibited an overwhelming desire to purchase premium-priced products once restrictions were eased.

• High-end iPads, iPhones, and Apple Watches were swiftly bought.
• Consumers thronged Croma stores, forming long queues to acquire premium gadgets.
• The 85-inch Sony TV and other high-end electronics saw unprecedented demand.

It was as if the frustration of being caged had turned into an urge to reclaim freedom through luxury purchases.

Another category that saw a dramatic rise in sales was premium jewellery:

• High-end diamond and gold jewellery experienced an extraordinary surge in demand.
• Customers displayed an urgent need to own and indulge in luxury items.

This feverish buying behavior pointed to a deeper psychological shift among Indian consumers.

Reports from China indicate that after the lockdown was lifted, thousands of buyers flocked to luxury brand stores, purchasing high-end items with a vengeance.

• The French luxury brand Hermès recorded sales exceeding $2.7 million in a single day.
• The term ‘Revenge Buying’ dates back to the 1980s when China’s economy opened up, leading to overspending and overindulgence in luxury goods.

Now, this buyer behavior has firmly taken root in India as well. Store managers of premium outlets are witnessing a dramatic surge in sales, driven by pent-up demand and unfulfilled desires.

For months during the lockdown, Indian consumers focused only on purchasing essential items. But now:

• They crave revenge.
• They demand luxury.
• They keep saying: “Badla, Aur La”—Revenge, bring more.

Consumers, having been deprived of premium products, are now pursuing them with the hunger of a tiger or tigress. Even youngsters and children are not left behind, indulging—or overindulging—in high-end products.

This extreme shift from essential-only purchases to luxury splurges is fueling a resurgence in India’s premium retail market, making ‘Revenge Buying’ a defining consumer trend in the post-lockdown era.

Earlier, there was a stock-out of groceries, biscuits, and sanitizers. Now, luxury brands are facing stock shortages, with waiting periods growing longer. Consumers are willing to pay in advance just to secure their favorite high-end products.

• This phenomenon extends beyond goods—high-end services are also witnessing a surge in demand.
• Consumers want to live fully and seize the moment, fearing another lockdown in the future.
• The lifting of restrictions has ignited a strong desire to indulge in expensive purchases and experiences.

The demand is high, and luxury goods marketers must act swiftly.

• They need to scale up supply to meet this unexpected surge.
• Delay in fulfilling demand could lead consumers to switch brands.
• Marketers must capitalize on this once-in-a-lifetime opportunity and cater to the rising aspirations of consumers.

The lockdown has unlocked unfulfilled desires, bringing them to the forefront. Consumers now crave luxury, exclusivity, and indulgence like never before.

This trend is expected to persist for months, at least until the festive season. Marketers must respond proactively—supply luxury brands, enhance customer service, and strengthen brand loyalty.

Listen to the consumers crying out for ‘Revenge Buying’— Badla, Badla, Badla!