Adgully Authored Article by Abhijat Shukla, VP Data Science, WebEngage
“Festive 2025: Winning India’s ₹60B+ Sale Season Is a Real-Time Game”
Every second counts, and the only time that matters in the realm of customer engagement is actual time. Nowhere is this truer than during India’s festive season when consumer intent soars, attention spans shrink, and decisions are made in moments. Festivals account for 30 to 40% of annual retail sales, both online and offline. With India’s e-retail already at $60 billion GMV and the world’s second-largest online shopper base, the prize is enormous. The winners will be those who can transform fleeting intent into action in real time.
The Festive Shopper of 2025 – Decisive Yet Distracted
The buying journey is no longer linear. A consumer might spot festive décor on Instagram, compare prices on a marketplace, watch a YouTube review, and then check out on a quick-commerce app, all of this just within hours. According to Google, 82% of shoppers plan their festive purchases early, but 65% remain undecided on which brands to buy. And while 90% use YouTube to research products, they also hop between eight or more media channels before making a choice.
In this fragmented world, speed and context decide who wins the cart. A delayed nudge risks losing the customer to a competitor who responded faster.
Real-Time in Action
Imagine a shopper lingering over festive wear late at night. A personalized reminder about a wishlist item-paired with a limited time offer can turn hesitation into purchase within minutes. Or consider a customer checking out new smartphones. A timely exchange offer or EMI reminder delivered as they compare SKUs can tip the scales instantly.
This is not a theory. India’s festive commerce is already shaped by:
- Quick commerce – now a $10B+ GMV market with 30M monthly users, responsible for two-thirds of all e-grocery orders and 10% of overall e-retail.
- Trend-first fashion & beauty – where creator-led videos trigger surges, and “complete-the-look” or “back-in-stock” alerts convert browsing into buying.
- Electronics & durables – expected to grow 12 to 15% this season, powered by bank offers, cashbacks, and price-drop triggers.
- FMCG demand is split between affluent households, who spend on experiences and premium bundles, and value-driven shoppers, who focus on essentials.
- Even categories like sweets and gifting foods surge dramatically, with festive e-commerce volumes peaking at 45× normal levels (NIQ, 2025).
Context Creates Relevance more than discounts
Generic offers drown in the festive noise. Consumers now expect more, 74% demand experiences beyond markdowns, with 56% choosing brands based on rewards and 42% enjoying gamified formats like scratch cards or spin-the-wheel promos. Emotional resonance matters too: a personalized festival greeting or highlighting products tied to regional customs can create bonds that mass campaigns cannot.
The New Playbook – Proactive, Personal, Predictive
The brands that thrive in 2025 won’t just react, they will anticipate. They will build real-time systems that sense micro-signals, cart activity, search intent, dwell time and act instantly with personalized nudges across email, push, SMS, in-app, and even CTV. With YouTube now the most watched streaming service on Indian TVs, brands have a powerful canvas to reach families on the big screen during peak festive moments.
Festive success is no longer about bigger discounts or louder ads. It’s about capturing the right moment with the right message delivered at the speed of consumer intent.
Bottomline – In the festival season that drives nearly half of India’s annual retail, intent is perishable. Brands that can recognise it, personalize it, and act on it instantly, whether on quick commerce, video, or mobile will not just win sales, but also lasting relevance in the consumer’s mind.
