Nearly half of India’s festive shoppers are ready to splurge big this Diwali, with 43% planning purchases above Rs 20,000, according to MiQ’s Festive Shopper Insights 2025 Report. The finding underscores a sharp shift in consumer behaviour: the traditional bargain-hunting festive buyer is giving way to a confident, digitally native spender whose choices are guided as much by aspiration as by discounts.
The study, based on responses from over 4,800 shoppers across the country, identifies core festive consumers as high-income 25–34-year-olds from Tier I and II cities. With higher disposable incomes, this group is not only more willing to spend but also starts its shopping journey much earlier, kicking off research nearly six weeks before Diwali.
Digital-first discovery fuels ad race
MiQ notes that while 34% of shoppers still prioritise cashback and discounts, a quarter are swayed by exclusives, flash sales, and influencer-driven content. New tools like AR try-ons, digital sampling, and viral activations are also playing an outsized role in driving festive FOMO. Interestingly, men dominate the early research phase, while women’s engagement spikes closer to Diwali.
The report reveals that YouTube and social media are now the front doors to festive discovery, replacing traditional displays. From deal-hunting to product research, consumers are leaning on video, Connected TV (CTV), and influencer reviews to shape decisions. Advertisers, in turn, are moving campaign launches forward by more than 30 days to capture attention before competitors flood feeds.
Regional aspirations split festive demand
Shopping intent is far from uniform across India. North and Central India show an appetite for high-ticket items like automobiles, gadgets, and appliances. South and East India, meanwhile, see robust rural demand for two-wheelers and tractors, alongside strong jewellery sales despite gold’s rising prices. For urban India, luxury electronics and appliances dominate wish lists, though gold continues to hold ground as an investment-led festive favourite.
“Festive shopping today is as much about cultural moments amplified by media as it is about buying,” says Varun Mohan, Chief Commercial Officer, MiQ India. “The new Indian shopper is confident, experimental, and digitally led. For brands, the mandate is clear: launch earlier, speak authentically across regions, and embrace a full-funnel approach.”
But with ad costs climbing during the season, marketers face tougher battles for visibility. The silver lining: brand discovery has become more democratic. Challenger D2C brands, if armed with authentic storytelling and immersive campaigns, stand as much of a chance at grabbing wallet share as the legacy giants.