An Early Start to Celebrations
While the main days of Dussehra and Diwali are still weeks away, the festive shopping journey for many Indian consumers has already begun. According to a recent consumer study by Hansa Research, a significant number of shoppers are planning their purchases
well in advance. Half of the consumers surveyed noted they begin shopping two to four weeks before a festival, with another 11% starting as early as one to two months prior. This trend of pre-planning and starting early is reshaping the traditionally frantic last-minute rush into a more considered and extended shopping season. This reflects a consumer who is not just buying, but deliberately planning their festive upgrades.
The Wardrobe Refresh: Fashion Takes Priority
Leading the charge in consumer spending is fashion and apparel, cited by 69% of respondents as a top purchase category this year. A wardrobe refresh is a quintessential part of festive preparations, with consumers looking to buy new ethnic and traditional wear. This desire for new clothing extends beyond personal use to gifting, as families often exchange garments to mark the occasion. The demand is not just for traditional sarees and kurtas; contemporary and fusion wear are also gaining traction as people look to express their personal style during gatherings with family and friends. This makes the fashion category one of the most dynamic and event-led segments of the festive market.
The Home Sanctuary: A Renewed Focus
Coming in as a strong second priority is the home itself. About 51% of consumers are planning to spend on home décor and furniture this season. This trend highlights a continued focus on making the home a more beautiful and functional space for celebrations. Purchases range from smaller decorative items like lamps, cushions, and handcrafted objects to larger furniture upgrades. The festive season is also a popular time to invest in home essentials, with many households preparing for guests. There's also a growing interest in artisanal and handcrafted décor, as consumers seek unique pieces that add character and reflect traditional craftsmanship.
Gadgets and Upgrades: The Tech Allure
Close behind home décor, electronics and gadgets are on the shopping lists of 50% of Indian consumers. The festive season has become a prime window for tech upgrades, driven by attractive offers, new launches, and the desire to own the latest technology. Smartphones, wearables, and other personal electronics are major drivers of sales. This demand is not limited to metros; a significant portion of growth in premium gadgets comes from tier-2 and tier-3 cities. Manufacturers often time their product launches and major sales events like Amazon's Great Indian Festival and Flipkart's Big Billion Days to coincide with this period of high consumer intent.
The Mood Behind the Spending
The early start and focused spending are fueled by strong consumer optimism. A staggering 95% of consumers plan to spend more this festive season compared to previous years, with 67% intending to increase their budgets by 25% or more. This wave of spending is driven by a feeling of excitement for the season, as expressed by 82% of respondents. It appears many are ready to make the discretionary purchases they may have postponed earlier in the year, channelling their savings and enthusiasm into significant lifestyle upgrades across their wardrobes, homes, and personal technology.
