India Festive Sales Stats 2026: Diwali & Shopping Trends
Festive season is when Indian online shopping hits its yearly peak. This article collects the most reliable figures we could find on how the 2025 festive season performed, what shoppers bought, and what the 2026 calendar means for planning. Every number below is attributed to the source and year. Where we could not find a solid figure, we describe the trend in words instead of guessing.
Key takeaways
- According to Redseer's analysis of the 2025 festive season, the first 11 days of online sales (which started on 22 September 2025) generated gross merchandise value (GMV) of roughly INR 60,000 to 62,000 crore, up about 20 to 22 percent year on year.
- Redseer estimated around 90 million shoppers took part in that first leg, with an average spend of close to INR 7,000 per shopper.
- Redseer reported that tier 2 and smaller cities accounted for roughly 60 to 65 percent of shoppers and GMV.
- Smartphones and appliances together contributed about 60 to 65 percent of GMV in that first leg, growing 18 to 20 percent, while fashion grew only in low single digits.
- Diwali 2026 falls on 8 November 2026 according to the calendar sources we reviewed, later than in 2025.
The 2025 festive numbers in detail
The table summarises figures published by Redseer for the first 11-day leg of the 2025 festive season. Redseer's report was dated 6 October 2025.
| Metric | Figure (Redseer, 2025) |
|---|---|
| Period analysed | 22 September 2025, first 11 days |
| GMV | INR 60,000 to 62,000 crore |
| Growth year on year | 20 to 22 percent |
| Comparison with 2024 first leg growth | About 12 percent in 2024, per the same report |
| Shoppers | About 90 million |
| Average spend per shopper | Close to INR 7,000 |
| Share from tier 2 and beyond | About 60 to 65 percent |
| Multiple of normal daily sales | About 3.5 times |
Earlier in the season, Redseer also reported that the opening days (day 0 and day 1) rose about 25 percent on the previous year, and a news report citing the same research put the first two days at about INR 25,000 crore. A separate forecast reported by IBEF said the whole festive season GMV could cross INR 1,15,000 crore (about US$ 13.12 billion) with roughly 20 percent growth. These are estimates from a research firm, not audited company figures, and different firms use different methods, so numbers from other sources may not match.
What drove growth in 2025
Redseer attributed the stronger sentiment partly to the GST reform referred to as GST 2.0, which it said moved consumers from cautious spending toward upgrading in categories such as mobiles, electronics, beauty and home. The start of Navratri around the same time also helped. For 2026, the festive calendar is different, so the strength of that same effect cannot be assumed.
Which categories led
- Smartphones and appliances: the largest contributors, at roughly 60 to 65 percent combined in Redseer's first-leg data.
- Fashion: a weaker growth story, in low single digits according to the same source, even though fashion sales generate heavy traffic.
- Beauty and home: named by Redseer as areas where shoppers upgraded.
- Quick commerce: Redseer noted that traditional e-commerce outperformed quick commerce during this festive window, even though quick commerce grows fast in ordinary months.
Where shoppers come from
The share of small-city shoppers is the most important structural trend. Amazon said, according to press coverage, that in the first two days of its 2025 festival more than 70 percent of customers came from outside the top nine cities. Redseer's tier 2 and beyond figure of about 60 to 65 percent points in the same direction. In practice, this explains why brands emphasise regional language support, cash alternatives and EMI options.
Festive shopping trends worth knowing
Big-ticket purchases cluster around the sales
Smartphones, televisions and large appliances are the anchor categories. Shoppers often delay these purchases to the first days of the major marketplace sales.
Payment offers matter
Bank card discounts and EMI schemes are central to festive marketing. You can compare cashback cards such as the Axis Flipkart credit card and the SBI Cashback credit card on our store pages, but always verify current terms with the issuer.
Multiple sales overlap
In 2026, press reports say Amazon's Great Indian Festival starts on 8 October and Flipkart's Big Billion Days opens with early access on 8 October and to everyone on 9 October. You can see current offers on our Amazon coupons page.
What the 2026 calendar means
Diwali on 8 November 2026 is around three weeks later than in 2025, according to the sources we consulted. It suggests that consumer spending may be spread differently across October and November. We do not have 2026 results yet, and any forecast published before the season should be read with caution. Numbers from 2026 sales will only be reliable after research firms publish their post-season analyses.
How to use this data as a shopper
- Expect the first two days of a big sale to have the strongest stock of popular models.
- Do not assume the biggest headline discount is the best price. Check the price history and compare across platforms.
- Small-city buyers should verify delivery and service coverage before ordering large appliances.
- Beware of fake sale links. High shopping traffic attracts scams.
Frequently asked questions
How big was the 2025 festive e-commerce season in India?
Redseer estimated INR 60,000 to 62,000 crore for the first 11 days, and forecasts cited by IBEF put the whole season above INR 1,15,000 crore.
How many people shop during the festive sales?
Redseer estimated about 90 million shoppers in the first 11 days of the 2025 season.
Which category sells the most?
Smartphones and appliances, at roughly 60 to 65 percent of GMV in Redseer's first-leg analysis.
Do we have 2026 festive numbers?
Not yet. The season has not concluded, so any 2026 figures should be treated as forecasts.
Are these figures official?
No. They are research estimates, not company-audited results.
Sources
- Redseer, "E-commerce Festive Sale Trends: 1st leg (11 day)", October 2025.
- Redseer, "Festive 2025: Day 0 + Day 1 Ecommerce Sales Surge 25% with GST Boost".
- IBEF, coverage of Redseer's festive GMV forecast.
- Deccan Chronicle, report on the first two days of online festive sales, 2025.
Conclusion
The 2025 data shows a festive market that is large, growing at about 20 percent in the early days, and led by electronics and smaller cities. For 2026, plan ahead, verify sale dates on official channels, and rely on published research for any statistics you quote.
