New Delhi: India’s festive season is seeing a shift from impulsive buying to purposeful consumption, according to a new study by consumer insights platform Smytten Pulse AI. Drawing insights from over 3,000 respondents, the report highlights how Indian shoppers are increasingly guided by authenticity, brand trust, and emotional connection rather than discounts alone.
Commenting on the findings, Swagat Sarangi, Co-founder of Smytten Pulse AI, said, “India’s festive economy isn’t just reviving, it’s refining. Shoppers are more aware, more premium-oriented and far more purposeful in what they add to cart. This is a clear signal that the battle is no longer won on discounts alone but on the experience and value delivered. Discounts may bring shoppers in, but brand trust makes them stay. India’s beauty buyer is no longer transactional, they’re transformational. That’s the real festive shift we’re seeing.”
Key insights from the report include:
- Brand Preference: More than half of Indian consumers now prefer branded and premium products, attracted by authenticity and relatable brand stories. Meanwhile, 43% of respondents noted that discounts and offers influence their purchasing decisions during the festive period.
- Spending Patterns: Reflecting growing confidence, 58% of respondents plan to spend more this festive season than last year, with budgets ranging between ₹3,000–4,000. Gen-Z consumers (aged 18–24) show the highest shopping frequency, with many making weekly purchases during the festive season.
- Impact of GST Reductions: Awareness of GST reductions is high, with 62% of respondents understanding its impact, and over 51% stating that these price drops have influenced their purchase decisions.
The Smytten Pulse AI report signals a clear evolution in India’s festive consumption landscape: shoppers are seeking purpose, value, and authenticity, making brand trust and storytelling central to success in the festive economy.
