Unwrapping Holiday Shopping In India: Trends & Opportunities
For brands, the message is clear- stay agile, focus on personalisation, and craft campaigns that resonate emotionally, says Sharma
The festive season in India, from Christmas to New Year, is a unique mix of tradition and transformation. It’s no longer just about shopping; it’s about how technology, evolving expectations, and smart marketing are reshaping the way brands and consumers connect. Here is my pick of the trends shaping this season’s shopping spree—and what brands can take away from it.
The festive season in India, from Christmas to New Year, is a unique mix of tradition and transformation. It’s no longer just about shopping; it’s about how technology, evolving expectations, and smart marketing are reshaping the way brands and consumers connect. Here is my pick of the trends shaping this season’s shopping spree—and what brands can take away from it.
The shift to digital-first shopping— The year-end holiday shopping is an urban phenomenon, and it has decisively moved online, so why not? With mobile-first experiences and e-commerce giants like Amazon and Flipkart delivering deals, who want to brave the weather and the crowds? Interestingly, a considerable chunk of shoppers are making purchases via mobile, which means brands must prioritise seamless, user-friendly interfaces. Social platforms like Instagram also hold massive sway, driving decisions through interesting content including reels, influencer posts, and ads.
The game is about targeted digital content, campaigns that not only grab attention but also stay relevant in this buzzing online marketplace.
Starting early and staying smart- The holiday shopping season is no longer about last-minute rushes; it’s about strategic planning and early buying. Shoppers this year began their purchases well before November, balancing their budgets while seeking maximum value. Brands that rolled out pre-holiday promotions, loyalty rewards, and flexible payment options like Buy Now, Pay Later (BNPL) capitalised on this trend. Time-bound deals created urgency and drove early engagement, giving brands a competitive edge. For those who missed the early buzz, focusing on last-minute and post-holiday promotions could still capture late-season spenders.
Personalisation, not a bonus, but a must - This holiday season underscored one truth: generic marketing just doesn’t resonate. Consumers expect brands to know their preferences, especially during a time when shopping is as much about convenience as it is about connection. AI-powered personalisation came into its own, with curated gifting guides, tailored discounts, and intuitive shopping assistants redefining the customer journey. Website personalisation and even WhatsApp all nudged the consumer to shop. Relationships were forged and solidified with technology. This shift isn’t just about boosting sales; it’s about creating a seamless and memorable shopping experience that fosters long-term loyalty.
The magic of emotional storytelling: Holidays are about connection, and this year was no different. Brands that leaned into emotional storytelling—through heartfelt video campaigns, nostalgic visuals, or impactful narratives—stood out. Many went the extra mile by aligning their campaigns with meaningful causes or sustainability initiatives, appealing to value-driven audiences. This approach resonated deeply, proving that brands that can tug at heartstrings while reflecting consumer values have a winning formula.
Omnichannel, blending the best of both worlds: Despite the dominance of digital, in-store shopping made a strong comeback this holiday season. Consumers seamlessly combined online research with in-store purchases, making omnichannel strategies essential. Brands that integrated features like click-and-collect, in-store experiences, and personalised consultations created a unified and convenient shopping journey. This hybrid model isn’t just a seasonal trend—it’s the future of retail.
Staying agile in changing times: Economic challenges like rising prices influenced holiday spending patterns, pushing brands to emphasise value-driven offers. We could have done better on a few parameters like transparent pricing, bundled deals, and loyalty incentives These at scale could have proved to be effective strategies for maintaining consumer trust. Brands that stayed agile and responsive to changing behaviours, offering clear and tangible benefits, managed to stand out in a competitive market.
Social commerce stole the spotlight: This season, platforms like Instagram and TikTok continued to redefine shopping. Social commerce moved beyond influence to become a driving force for engagement and conversion. Live shopping events, Ai spiced content, and influencer-led campaigns created immersive experiences that not only drew attention but also encouraged immediate action. For brands, leveraging nano and micro-influencers proved particularly effective in building authentic connections and reaching niche audiences.
The season may be winding down, but the lessons are clear: early planning, personalisation, and a well-rounded omnichannel approach are key to staying ahead in a rapidly evolving retail landscape. Now’s the time to apply these insights for continued success into the new year.
Wrapping It Up
The holiday season in India is more dynamic than ever, blending tradition with modern consumer behaviour. For brands, the message is clear- stay agile, focus on personalisation, and craft campaigns that resonate emotionally. Whether it’s through digital-first strategies or omnichannel brilliance, those who adapt quickly will thrive—not just during the holidays but beyond.
It’s a vibrant time for both brands and consumers, and navigating it smartly is the key to success. So, what’s your holiday strategy looking like?
