Mumbai: As the festive season lights up across India, Criteo, the global platform connecting the commerce ecosystem, has released new insights highlighting the evolving shopping patterns of Indian consumers this Diwali. The Criteo Festive Insights Report 2025 reveals that 93% of Indian consumers prefer to shop online during the festive season, driving a 14% year-on-year growth in average online retail sales.
The findings show that Indian shoppers are becoming more strategic and digitally savvy, with deal-hunting starting nearly a month before Diwali. Categories such as fashion, home décor, and health & beauty have emerged as the top-performing sectors this year, underscoring the growing preference for style, comfort, and self-care in festive consumption.
Criteo’s analysis of shopper activity during the peak Diwali week last year found that consumers follow a measured and deliberate buying journey, averaging 15 days between first product view and final purchase, with some taking up to six weeks to complete their transactions. This indicates a growing trend of thoughtful, research-driven festive shopping in India.
In the two weeks leading up to Diwali 2025, online retail sales surged by 14% year-on-year, with traffic peaking at 36% and sales at 51% before slowing down on Diwali day itself.
Shoppers’ motivations remain rooted in value and convenience, with 59% citing discounts as the top reason to try new online stores during Diwali. Free shipping (46%), exclusive products (45%), and fast delivery (45%) ranked next, followed by 43% who look for unique discounts and early access to festive offers.
The fashion category led the surge, recording a 71% spike in peak-day sales and a 30% average uplift in the two weeks before Diwali. Home & Garden products tripled sales, largely driven by lighting items and candles, while the Health & Beauty segment saw a 63% increase during the October 7–12 peak period, fueled by gifting kits, skincare, and hairstyling products.
This consistent momentum across lifestyle categories underscores India’s growing preference for experience-driven celebrations, blending personal expression with festive spirit.
Medhavi Singh, Country Head, Criteo India, said, “Diwali reaffirms India’s rise as a dynamic digital retail market, where consumers shop smarter and earlier, balancing value with experience. Criteo’s insights show that Diwali is now a key retail moment driving growth across categories like fashion, home décor, and beauty. To harness this momentum, businesses must adopt a full-funnel, cross-channel commerce media strategy that unites performance and experience for a seamless, personalized festive journey.”
Criteo data also revealed that advertising competition intensified during the festive period, with average CPCs rising 45% and CPMs by 26% in the two weeks before Diwali. However, brands that invested early in festive campaigns saw higher visibility and stronger ROI, with conversion rates showing notable growth—particularly in fashion and apparel, where early-month sales outpaced traffic growth.
As India’s digital economy continues to evolve, the Diwali 2025 shopping season underscores the growing importance of data-driven marketing, early engagement, and personalized commerce experiences in capturing the hearts and carts of Indian consumers.
