Indian festive shoppers have been reshaping the rules of brand engagement this year. BigCity Promotions has unveiled its consumer survey, ‘What Indian Consumers Really Want from Brands This Festive Season’, and the findings have revealed a striking shift in expectations. Nearly 78% of respondents have preferred promotions that go beyond mere price cuts, choosing rewards that feel purposeful, personal, and meaningful over standard discounts.
The report has highlighted how discounts, once the mainstay of festive sales, have lost their edge. With offers now spread across an extended season, consumers have shown clear signs of “discount fatigue.” Instead, 56% have expressed a preference for experience-led rewards, from dining and entertainment to digital services, suggesting that gratification rooted in personal experience has held greater sway than transactional savings. These kinds of rewards have built emotional connections, enabling brands to create memorable touchpoints that resonate well beyond the festive rush.
Consumer discovery patterns have also undergone change. Over 80% of respondents have reported learning about festive promotions through Instagram stories, WhatsApp forwards, and in-store activations rather than traditional advertising. This trend has indicated that visibility alone has not been enough; brands have needed to embed themselves seamlessly into everyday consumer interactions in order to stay relevant.
The report has further revealed that festive purchases have been planned well in advance, with shoppers prioritising categories such as gifting, electronics, fashion, and home upgrades. Shopping journeys have often begun online, been shaped by social media, and concluded in physical stores, reflecting a hybrid path to purchase that demands consistent brand presence across touchpoints. Consumers have increasingly rewarded brands that deliver something “extra”, small surprises, feel-good rewards, or experiences that elevate the buying process.
Based on responses from over 1,000 consumers across the country, the Festive 2025 study has underlined that shoppers have increasingly demanded relevance, ease, and authenticity in their interactions. For marketers, the insights have pointed to one clear message: the festive season now belongs to brands that deliver value beyond discounts and craft rewards that consumers truly remember.
Speaking on the launch of the report, Vikas Shah, Co-founder of BigCity Promotions, has 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.”
