A recent study by consumer insights platform Smytten Pulse AI found that over 65% of Indian consumers plan to gift Indian ethnic wear this festive season, followed by jewellery and accessories at 50%. Meanwhile, shoppers in Tier-2 and Tier-3 cities prefer premium western wear such as jeans, dresses, shirts, and fusion casuals for personal use during festive sales.
The study also revealed that most buyers expect to spend between ₹3,000 and ₹5,000, with nearly 70% prioritizing product quality and 60% considering brand reputation as key decision factors.
Online marketplaces like Amazon, Myntra, and Ajio remain the preferred shopping destinations for about 70% of consumers, while nearly half continue to shop at local retail stores and malls.
Interestingly, 80% of respondents plan to buy fashion products this Diwali, and 75% wait for festive offers before making major purchases. The study also highlights growing consumer awareness, with over 60% acknowledging the impact of GST reductions and a similar number shopping for fashion monthly instead of waiting only for festivals.
