Festive Shopping Goes Digital: How India’s Retail Calendar Is Changing

Business Remedies | Charu Bhatia | July 03, 2025 | India’s festivals have always been synonymous with shopping. From Diwali lights to Eid finery, the festive season traditionally saw crowded markets, buzzing malls, and retailers banking on in-store footfall for their biggest annual sales. But over the past few years, and especially post-pandemic, India’s festive retail landscape has undergone a dramatic transformation: it has gone digital, and there’s no looking back.

E-Commerce Mega Sales Reshape Festive Spending
E-commerce giants like Amazon, Flipkart, and Myntra have turned India’s festive season into a virtual shopping extravaganza. Events like Flipkart’s Big Billion Days and Amazon’s Great Indian Festival have become fixtures in the retail calendar, starting weeks ahead of Diwali and often extending into the New Year.
In 2024 alone, India’s online festive sales crossed Rs. 90,000 crore, with Tier-2 and Tier-3 cities accounting for nearly half the demand. The biggest drivers? Deep discounts, no-cost EMIs, faster delivery, and aggressive advertising campaigns featuring Bollywood celebrities.

“Earlier, festive shopping meant a trip to Chandni Chowk or Commercial Street. Now, consumers compare prices online and wait for flash sales,” says Raghav Mehta, a retail analyst at Technopak Advisors. “Digital has fundamentally changed shopping behaviour, even for traditional buyers.”

New Players and New Categories
Interestingly, festive e-commerce isn’t just about electronics and fashion anymore. Furniture, home décor, grocery, and even jewellery are witnessing robust online sales during festivals. Platforms like Nykaa and Ajio have expanded festive offerings to include ethnic wear, beauty hampers, and gifting solutions, targeting a growing digital-savvy customer base.

Social commerce is also gaining momentum. Platforms such as Meesho and WhatsApp Shops cater to price-sensitive shoppers looking for deals and personalised recommendations. Influencers are playing a bigger role, turning livestreams into virtual storefronts where viewers can buy products in real-time.

Offline Retail Adapts to the Digital Wave
Brick-and-mortar retailers aren’t sitting idle. Many large brands and traditional retailers now adopt an omnichannel approach, blending online promotions with in-store experiences. From offering click-and-collect services to running app-exclusive discounts, offline players are finding creative ways to stay relevant.
Even smaller retailers and local artisans are joining digital marketplaces to tap festive demand beyond their neighbourhoods. Platforms like ONDC (Open Network for Digital Commerce) aim to democratise this further, potentially bringing millions of small sellers into the digital festive economy.

The Road Ahead
Looking ahead, the festive shopping season in India is poised to become even more digital, data-driven, and competitive. Retailers, big and small, are investing heavily in AI-led personalisation, faster logistics, and flexible financing options to capture shoppers’ attention. Yet, challenges remain: Rising customer acquisition costs, intense discount wars, and evolving consumer expectations are squeezing margins across the board. As festive spending continues shifting online, retailers must strike a delicate balance between deep discounts and sustainable profitability. One thing is certain: India’s festive shopping calendar is no longer confined to physical markets or fixed dates. It now spans digital carts, algorithm-driven recommendations, and a fiercely competitive online ecosystem, reshaping how Indians celebrate, spend, and shop.

Written & Edited By:

Charu Bhatia