Around 66 percent of the total spending made using Visa debit and credit cards during the Diwali festive season was recorded at physical points of sale (POS), said global card payment company, Visa.
The finding is based on data of consumer spending patterns via Visa payment cards (debit and credit), both for face-to-face (F2F) and online shopping across cities and different shopping categories during the week leading to Diwali this year, it said.
“While e-commerce continues to make strong inroads in India, for key occasions and festivities citizens still prefer a personalized experience, accompanied by ‘touch-and-feel’,” group country manager, India and South Asia, Visa, TR Ramachandran, said.
During the week leading to Diwali, Visa recorded 7.9 crore transactions, up 49 percent from last year, amounting to Rs 15,300 crores, up 37 percent, year-on-year. While the average spend was 1.48x times more than that during a normal week, it doubled (to Rs 2900 crores) on Dhanteras.
Breaking down the spends via payment cards, there was a 40 percent year-on-year (YoY) increase in credit spend as against a 35 percent YoY increase in debit spend. Of the total spends, credit contributed to 50 percent and debit to 48 percent, respectively, this year.
“The higher debit penetration by spend from the smaller cities, validates the healthy progress of the nation towards a less-cash society,” added Ramachandran.
While top 5 cities — Delhi-NCR, Mumbai, Bengaluru, Hyderabad and Chennai–contributed 46 percent of total F2F spend, the city of Chandigarh, with a 34 percent change, recorded the highest growth in F2F spend. Chandigarh, along with other smaller cities like Coimbatore and Pune, showed increase of up to 64 percent in debit spend.
While jewelry, home improvement and apparel and accessories were the top 3 categories in F2F spend; electronics and discount stores led in online spend.
According to Ramachandran, this inforces the confidence that the citizens of India are adapting to digital payments, thereby reducing their dependence on cash. — Livemint