Diwali shopping trends shift toward fashion, gifting amid festive season

Quick-commerce platforms operating across India are reporting a notable surge in orders for fashion, festive decor and gifting products as the Diwali season gathers momentum, marking a departure from traditional shopping patterns centred on essential commodities.

The shift reflects evolving consumer preferences during the festival period, with shoppers increasingly allocating budgets toward discretionary categories alongside traditional household purchases. Festive decor items, apparel and curated gift sets have emerged as key growth drivers for e-commerce operators, indicating robust demand for non-essential categories during the celebration period.

Data from quick-commerce platforms suggests that average transaction values are rising, with consumers purchasing higher-priced items as confidence in festive spending strengthens. The expansion of purchases across non-metropolitan regions has further bolstered this trend, pointing to the geographical diversification of India's consuming class.

Industry analysts attribute the shift to improved purchasing power in tier-2 and tier-3 cities, where quick-commerce penetration has expanded significantly in recent years. The phenomenon underscores how digital retail infrastructure and same-day delivery models are reshaping festive shopping behaviour across the country, moving beyond the traditional dominance of essentials-focused consumption during seasonal peaks.