MiQ has released its Festive Shopper Insights 2025 Report, providing an in-depth view of how Indian consumers are approaching the festive season this year. The report has captured responses from over 4,800 shoppers across India and has highlighted four key trends shaping consumer behaviour and brand strategies.
The study has found that 43% of consumers have planned purchases above Rs 20,000, reflecting a surge in confidence-driven spending. Alongside high-ticket buys, 45% of shoppers have shown openness to exploring new brands, giving both established and emerging players opportunities to capture market share.
MiQ has observed that the core festive shoppers are typically 25-to-34-year-olds from Tier I and II cities, with strong discretionary spending power. They have started their purchase journey weeks ahead of Diwali, prompting advertisers to launch early, multi-channel campaigns. Digital channels, especially YouTube and social media, have emerged as dominant tools for discovery and deal hunting, while investments in video, Connected TV (CTV), and OTT platforms have increased in response to evolving shopper behaviour.
The report has also shown that shoppers are motivated by a mix of value and aspiration, with 34% prioritising discounts and cashback and roughly a quarter influenced by flash deals, exclusives, and influencer recommendations. Gender patterns have differed, with males dominating pre-festive research and females increasing engagement closer to the festival.
Regionally, festive aspirations have varied: North and Central India have shown high intent for automobiles, gadgets, and appliances, while South and East India have displayed demand for two-wheelers, tractors, and jewellery. Urban India has focused more on investment-driven gold purchases.
MiQ has highlighted that advertisers have responded to these trends by launching campaigns 30+ days before Diwali, leading to a competitive early-bird advantage in media spends. Programmatic video, shoppable social, and rich media have dominated ad strategies, even as CPMs have continued to climb.
The insights have suggested that brand discovery has become democratised, giving challenger brands an opportunity to gain share through influencer partnerships, immersive storytelling, and digital-first activations. With festive shopping poised to witness both high-value spending and intense competition for attention, marketers have been urged to adopt smarter omnichannel strategies to maximize impact.
Varun Mohan, Chief Commercial Officer India at MiQ, said, “This festive season is no longer just about shopping, it is about cultural moments amplified by media. Our data indicates a new kind of Indian shopper who is confident, experimental and digitally led. For brands, the mandate is clear, launch earlier, speak authentically across regions, and embrace a full-funnel approach.”
