Online retailers Amazon, Flipkart, Myntra and Ajio are planning a slew of mega sale events every fortnight, and category-specific sales every seven to 10 days, in the coming months as they try to optimise offtake in a period when Covid-19 infections are down and lockdowns have been lifted in most places, said executives of several leading consumer brands.Traditionally, big sales happen during the Diwali festival season, but fears of a possible third wave are prompting e-commerce players to move aggressively earlier. These sales will also compensate online retailers for the shortfall in April-May when the country was in the midst of several local lockdowns.‘15-20 days of discounts’The chief executive of a global lifestyle brand said e-commerce companies are planning “crazy” sale events from July. 84007209“They are thinking that we have a Big Billion kind of sale in October, but what if the third wave strikes?” he said, asking not to be named. “Right now, things are open, sentiment is okay. So, they are thinking to generate whatever business they can in the coming months. They are now taking a month-by-month approach. Their aim is to make hay while the sun shines.”Ecommerce platforms hold sales from time to time every year, but the intensity, a number of days and quantum of offers in the coming months would be steeper. In June, for instance, the number of sale days for consumer electronics and smartphones was more as compared to January-March, said three executives.These executives said there are going to be at least 15-20 days of discounts on e-commerce platforms per month till September for these categories, compared to average of 10-12 discounting days in January-March.