As India steps into the festive season, a new study by consumer insights platform Smytten Pulse AI has revealed key trends shaping consumer behaviour this year. According to the report, over 65% of Indian consumers plan to purchase Indian ethnic wear as gifts for friends and family, followed by jewellery and accessories (around 50%).
The survey further highlights that Tier-2 and Tier-3 city consumers are showing a distinct preference for premium western wear such as jeans, dresses, shirts, and fusion casuals for personal use during festive sales.
In terms of spending patterns, most respondents plan to spend between ₹3,000 and ₹5,000 on festive purchases. The study found that product quality (70%) remains the top deciding factor for consumers, followed by brand reputation (60%).
When it comes to shopping channels, online marketplaces continue to dominate festive shopping. Nearly 70% of consumers prefer platforms like Amazon, Myntra, and Ajio, while about half still visit local retail stores and malls, reflecting a balanced omnichannel shopping behaviour.
The festive spirit remains strong, with over 80% of shoppers indicating plans to buy fashion products this Diwali. Moreover, 75% of respondents said they wait for festive discounts or offer periods to make major purchases — a trend that underscores the importance of sales events in driving festive consumption.
Interestingly, more than 60% of consumers are aware of GST reductions, suggesting a growing awareness of pricing and policy benefits among shoppers. Another 60% revealed that they shop for fashion monthly, not just during festivals, signaling a sustained demand beyond seasonal peaks.
The report by Smytten Pulse AI paints a comprehensive picture of India’s evolving festive retail landscape — one where ethnic wear remains a timeless favourite, western fashion continues to grow, and digital platforms dominate consumer choices while traditional retail retains its festive charm.
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