New Delhi: Festivals in India have always been more than occasions — they are cultural inflection points where tradition meets aspiration. A new consumer insights survey conducted ahead of Festive 2025 reveals that this season will mark a return to celebratory consumerism, but with new expectations from brands.
The study, covering over 1,000 consumers across India, highlights that 74% of shoppers begin the festive quarter with set expectations from brands — prioritizing value, entertainment, relevance, and recognition over discounts. In fact, 56% of shoppers choose brands based on rewards offered, while 70% discover festive deals via Instagram, WhatsApp, and influencers, underlining the growing influence of social media.
“The quality, creativity, differentiation, tech and relevancy of rewards determine whether a campaign lands or lingers,” the report noted, signaling a shift from traditional discount-led marketing to experiential, gamified campaigns.
Key findings show that gifting, electronics, fashion, and home upgrades remain top spends, with mobile phones (46.2%) and consumer durables leading festive mindshare. Discounts alone no longer drive competitive advantage, as digitally driven experiential rewards deliver greater commercial success by emotionally engaging consumers.
Gamification is emerging as a powerful driver of festive engagement, with simple, tactile interactions like spin-the-wheel, scratch cards, or AR-led challenges creating anticipation loops. Instant gratification remains non-negotiable, with 48% of participation driven by easy-to-claim, relevant rewards.
“Digitally driven experiential rewards drive greater commercial success as they engage consumers emotionally, making them unforgettable,” the study concluded.
However, clarity and relevance remain critical. Consumers cited frustration with offers that were difficult to redeem, irrelevant to their lifestyle, or delayed in fulfillment. Reward fatigue was another risk, with repeated use of flat discounts eroding impact.
The report urges brands to step up with seamless omnichannel engagement, gamified campaigns, instant redemption, and unique experiential rewards. In a landscape where three in four shoppers plan festive purchases weeks in advance, brands that fail to innovate risk losing ground to those that deliver emotional, tech-enabled engagement.
As the study highlights: “Brands need to fight for attention — today’s consumers expect to be entertained, surprised, and rewarded instantly.”
