A recent study by Smytten Pulse AI, a consumer insights platform, reveals that more than 65% of Indian shoppers prefer gifting Indian ethnic wear to friends and family this festive season. The next most popular choices are jewellery and accessories, chosen by nearly half of the respondents.
Interestingly, Tier-2 and Tier-3 city consumers show a strong inclination towards premium western wear such as jeans, dresses, shirts, and fusion casuals — particularly for personal use during festive sale periods.
Most consumers plan to spend between ₹3,000 and ₹5,000, while nearly 70% prioritise product quality as their key purchase factor. Brand reputation ranks second, influencing about 60% of shoppers.
When it comes to shopping channels, close to 70% of respondents prefer online marketplaces like Amazon, Myntra, and Ajio for their festive purchases. However, nearly half of them still visit local retail stores or malls, showing that offline shopping remains relevant.
The study also found that over 80% of shoppers plan to buy fashion products this Diwali, and more than 75% wait specifically for festive discount periods before making purchases. Additionally, over 60% of consumers are aware of GST reductions, and a similar percentage shop for fashion regularly every month, not just during the festive season.
Overall, the survey highlights evolving shopping preferences among Indian consumers — blending tradition with modern style, while maintaining a strong focus on value and quality.