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India’s festive ecommerce season has opened on a high note, with Flipkart and Amazon registering record traffic and sales during their flagship events — The Big Billion Days (TBBD) and The Great Indian Festival (GIF), respectively. Strong consumer sentiment, GST cuts, and rising participation from Gen Z shoppers have created the most dynamic start yet for India’s digital retail market.

According to Datum Intelligence, online festive season sales surged 29% year-on-year to reach ₹60,700 crore in the first week, setting an all-time record for festive openings. Between September 22 and 28, these platforms logged a gross merchandise value (GMV) of ₹60,700 crore — the highest-ever opening week for India’s e-commerce industry. Mobile phones led the pack, contributing 42% of GMV, while appliances and grocery emerged as the fastest-growing categories, expanding 41% and 44% year-on-year, respectively.

The recently implemented GST 2.0 reforms spurred demand for high-value appliance purchases, while the rapid expansion of quick commerce and a spike in festive gifting powered grocery sales. Consumer electronics and homeware also posted solid double-digit growth.

Flipkart recorded 606 million visits within the first 48 hours of Big Billion Days, with Gen Z shoppers accounting for nearly one-third of total traffic — almost double their usual share. Amazon too reported a robust start, clocking 38 crore visits in 48 hours, with over 70% of users coming from beyond the top nine metros. Premiumisation trends were evident across categories: smartphones priced above ₹20,000 grew 50% year-on-year, QLED TVs rose 23%, and Mini-LED TVs climbed 27%. Premium watches, jewellery, and beauty products also saw impressive gains.

So, what goes into planning these mega festive sales — and how do e-commerce giants maximise this annual retail bonanza?

Sayani Dey, Assistant Manager at Swiggy Instamart, told BE, “During Durga Puja and Diwali, Swiggy Instamart focuses on high-demand festive categories that reflect consumer preferences. Our top-performing categories by GMV include: Electronics & Appliances – ₹16.7 crore (11.1%); Dairy, Bread & Eggs – ₹15.0 crore (10%); Edible Oils & Ghee – ₹9.2 crore (6%); Atta, Rice & Dals – ₹8.7 crore (6%); and Bath, Body & Hair, Home Care, and Snacks – ₹6–7 crore (5–6%).”

She added that festive months typically see 10–15% higher GMV compared to regular months, driven by: Increased spending on festive cooking, gifting, and home cleaning;

Bulk buying of essentials like oils, ghee, rice, and snacks; Seasonal indulgence in sweets, beverages, and personal care products.

“The spike is most visible in electronics, staples, and indul-gence categories — each growing by 5–11% of total GMV during the festive window,” Dey said. Ahead of Diwali, the focus will be on “combo offers, cashback deals, and banner visibility with regional targeting — Durga Puja for the East and Diwali for the North and West — along with stock readiness for surge demand.”

Priyanshu Singh, Business Development Manager at Amazon, noted, “Customers are more willing to spend during the festive season, and when combined with e-commerce offers, they tend to purchase more products. Discounts and cashback can go up to 80%. Electronics, mobile phones, and large and small appliances dominate promotions, but festive offers extend across nearly all product categories.”

He added that Amazon’s festive sale strategy unfolds in three to four phases, beginning with Durga Puja and culminating in Diwali. “Each phase introduces new ranges of discounts and cashback, with the third phase coinciding with Diwali,” Singh explained.

If this momentum continues, 2025 could become the biggest festive season in India’s e-commerce history, marking a shift toward sustained, demand-led growth rather than a short-lived sales spike.