Mumbai: This year’s Holi celebrations translated into a record-breaking shopping spree, with Indian consumers doubling their spending on online purchases during the festival season. According to data from the Admitad partner network, the number of orders during Holi surged by over 30%, with spending increasing by more than 15% compared to last year.
Indians were particularly active in ordering food, flowers, clothing, and baby products, as festivities encouraged both gifting and personal indulgence. The average transaction value for online purchases soared by a third—from $24 to $32—as shoppers splurged on festival essentials. Notably, 35% of orders were made via mobile phones, highlighting a growing trend of convenience-driven, on-the-go shopping.
Holi also provided an opportunity for families to reunite, driving a surge in travel bookings. Airline ticket purchases rose by 20%, exceeding last year’s figures by 1.5 times. Hotel reservations climbed by 10%, while train ticket bookings and car rentals witnessed a 25% jump.
During the festival week, shoppers were most inclined towards:
Clothing, shoes, and accessories – 20%
Home goods – 16%
Electronics – 14%
Baby products – 12%
Beauty products – 10%
Gifts and flowers – 6%
Admitad’s data revealed that food delivery saw the highest growth, with online orders surging 126% compared to non-festive periods. Demand for flowers also spiked by 70%, while sales of fashion and baby products increased by 48% and 29%, respectively.
Commenting on the trend, Neha Kulwal, Managing Director of APAC & India at Mitgo, stated, “Holi has always been a time of vibrant celebrations, and this year, we saw a tremendous surge in online shopping. The increasing reliance on e-commerce platforms showcases how digital convenience is shaping consumer behavior. Based on Admitad’s work with major Indian brands like Myntra, IGP, and Giva, we see that every year, holiday shopping is moving more and more online and actively engaging on mobile devices.”
With the month of Ramadan nearing its end, another shopping peak is anticipated, particularly in food delivery, fashion, baby products, and gifting categories. As businesses continue capitalizing on festive demand, the trend of online-first shopping is only expected to grow further.
