Clicks & Bricks Emerge as Key Festive Season Trend; 80% Consumers Plan Online Purchases: Report

While the digital commerce dominates the festive shopping season, there is an emerging trend of hybrid shoppers according to a new festive insights report from Hansa Research.

A key trend emerging is the rise of hybrid shoppers; one in four consumers (25%) will blend online and offline touchpoints for festive purchases. These omnichannel buyers, motivated by convenience and variety, are now a critical audience for brands pursuing a “clicks and bricks” strategy.

The research also said 80% of consumers planning to shop online. The findings highlighted the growing influence of e-commerce platforms, digital ads, and influencer-driven discovery, while also showing resilience of offline formats such as retail shops (51%) and neighborhood stores (49%).

The report highlighted festive spending will rise sharply this year, with 72% of urban Indians planning to increase their outlay despite exercising financial prudence. Electronics and home appliances top the spending list at 44%, followed by fashion and apparel (39%) and home décor (28%). Gifting remains a central theme, with 68% of consumers intending to give more presents this season, particularly personalised and experiential gifts.

Further, the festive mood is upbeat, with 82% of respondents rating the season as very important for household spending and 73% expressing high excitement. Nearly 87% plan to spend more than usual, with one in three increasing expenditures by over 50%. Categories such as fashion (64%) and sweets/snacks (52%) remain rooted in tradition, while electronics and home décor (40% each) reflect modern aspirations.

Gifting behaviour is evolving towards experiences and conscious choices. More than half of respondents prefer gifting experiences, while 42% lean towards handmade or local products. Around 29% favour personal care or customised gifts, underscoring a shift towards thoughtful, value-led purchases.

Advertising continues to influence festive spending, but consumers demand both deals and emotional resonance. While 78% value discounts and product bundles, 55% say cultural storytelling is equally impactful. Yet only 19.5% of respondents recalled a memorable campaign from last Diwali, highlighting the challenge of standing out.

Sustainability and cultural alignment are now festive must-haves. About 78% of consumers said they make eco-friendly choices, from avoiding plastic décor to preferring eco-packaging. Meanwhile, 66% expect brand campaigns to align with festive traditions.

Commenting on the findings, Praveen Nijhara, CEO, Hansa Research, said, “Festivals in India are not only cultural celebrations but powerful catalysts for economic growth. Categories like electronics, fashion, and home décor will be big winners; and consumers will be taking digital-first discovery journeys that are reshaping their considerations and purchase journeys. For brands, there is a real opportunity to connect emotionally while offering value-led deals during this high-stakes season.”

Hansa Research noted that India’s festive season continues to drive both emotional and economic momentum, blending optimism, cultural rituals, sustainability, and hybrid shopping journeys into a transformative retail story for 2025.