Hansa Research, a consumer insights company, has released its festive season analysis, capturing the changing sentiment, shopping trends, and brand preferences of Indian consumers.
The report says that 87% of respondents reported they will spend significantly more over the festive season (nearly one in three respondents indicated they would spend over 50% more than normal). Digital commerce is firmly rooted in festive shopping in India. 80% of consumers plan to shop online this season, which solidifies the continued dominance of platforms. However, 51% of consumers shop at retail shops and 49% at local neighborhood stores.
The report also adds that there is an emergence of hybrid buyers. One in four shoppers (25%) will utilise both online and offline points of contact as part of their festive shopping experience.
Festive advertising plays a crucial role in shaping consumer decisions, but Indian audiences demand both value and emotional depth. Discounts, product bundles, and offers remain the most effective tools (cited by 78%), while 55% said cultural storytelling and emotionally engaging campaigns resonate deeply. Cause-based campaigns also find relevance, with 40% of consumers saying they appreciate brands that stand for a cause.
However, the major issue for marketers is differentiation. Only 19.5% of consumers reported that they recalled a memorable campaign from last year's Diwali festival; so while discounts can get their attention, creating sustained campaigns and projects with emotional value is evidently much more challenging. The "human factor" (grounded in the influence of culture, family, and shared experiences) is clearly emerging as the ultimate differentiator in brand storytelling.
At the same time, cultural authenticity remains critical. Around 66% of respondents prefer brands that run campaigns or offers aligned with the festive season, reinforcing the importance of cultural resonance. For brands, this means that being green and culturally rooted is no longer optional, but a festive default that builds long-term trust and loyalty.
Commenting on the findings, Praveen Nijhara, CEO, Hansa Research, said, “Festivals in India are not only cultural celebrations but powerful catalysts for economic growth. The analysis underlines that consumers may be aware of some of the financial realities, but enthusiasm for celebrating is significantly high considering the recent revisions in the GST rates. Categories like electronics, fashion, and home décor will be big winners; and consumers will be taking digital-first discovery journeys that are reshaping their considerations and purchase journeys. For brands, there is a real opportunity to create a connection with consumers in a way that balances emotional with value-led offers to attract consumers during this high-stakes time of year.”
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