Bengaluru: Indian festive shoppers are rewriting the rulebook for brand engagement. A new consumer survey report by BigCity Promotions reveals a sharp shift in how consumers engage with brands during the country’s biggest shopping season. The report, ‘What Indian Consumers Really Want from Brands This Festive Season,’ highlights that discounts alone are not enough to attract consumer attention. Around 78% of consumers expect more than just discounts—they want promotions and offers that reflect real value.
The report points to “discount fatigue,” with sales now spread across the festive season, where discounts have lost their novelty. Instead, consumers are leaning towards campaigns that feel purposeful and rewarding. Nearly 56% said they would choose an experience-led reward (such as dining, entertainment, or digital services) over cashback or price cuts, signaling a growing appetite for gratification that’s both personal and memorable. These rewards foster emotional connections and lasting memories, giving brands a competitive edge.
The study also reveals changing discovery patterns. Over 80% of consumers said they learned about festive promotions through non-traditional channels, such as Instagram stories, WhatsApp forwards, and in-store displays—bypassing conventional advertising altogether. This shift suggests that visibility alone isn’t enough; brands now need to be contextually present and seamlessly integrated into everyday consumer moments.
In 2025, shoppers are prioritizing relevance, ease, and rewards that deliver genuine value beyond price. For marketers, this requires reimagining not only what they offer, but how and where they connect with audiences.
Speaking on the launch of the report, Vikas Shah, Co-founder, BigCity Promotions, said, “At BigCity, we have spent over a decade crafting campaigns that merge creativity with technology. This festive season, we believe consumers will focus more on value-plus campaigns. Our report shows that they are especially drawn to ‘unadvertised’ moments—such as mystery gifts with purchases, unexpected upgrades, or personalised thank-you notes from brand ambassadors. So brands that design campaigns making consumers part of the brand story will lead in driving engagement.”
Key findings from BigCity’s ‘Festive 2025’ report (based on responses from 1,000+ consumers across India):
- Planned Splurging: 3 in 4 shoppers plan festive purchases weeks in advance, with gifting, electronics, fashion, and home upgrades topping spends.
- Value Beyond Price: Consumers expect something extra with their purchase—from small surprises to feel-good rewards that elevate the buying experience.
- Hybrid Journeys: Purchases begin online, get influenced by social media, and often conclude in physical stores, demanding seamless brand presence across channels.
- Reward-led Choice: 56% of shoppers choose brands based on the rewards offered, favoring added value and memorable experiences.
- Social-first Discovery: 80% of people discover festive deals via Instagram, WhatsApp, and influencers, turning social media into a major purchase trigger.
