Festive Shopping Goes Digital: Over 80% of Consumers to Discover Offers via Social Media, Says Survey

As India’s festival season approaches, the shopping playbook is getting a dramatic rewrite. A new consumer insights survey reveals that more than 80% of festive shoppers will first discover brand offers and reward programs through digital channels especially social media rather than traditional advertising.

The findings come from a nationwide survey conducted by a digital rewards company BigCity Promotions that works across FMCG, retail, banking, and automotive sectors. Over the past 17 years, the company has designed both tactical and long-term loyalty initiatives for clients including Unilever, Coca-Cola, Amazon, Flipkart, and Shoppers Stop; often connecting directly with millions of end consumers through reward-driven campaigns.

The Digital First Festive Shopper
While print ads and television spots once dominated festive marketing, the study shows a sharp pivot in consumer discovery patterns. Influencers, social media feeds, and peer recommendations are now the top entry points into brand promotions. The survey spanned 80–85 cities, reaching Gen Z, millennials, and homemakers across metros and smaller towns.

“This year, digital isn’t just part of the mix — it’s where the conversation begins,” said Vikas Shah, Cofounder, BigCity Promotions. “If a brand’s festive communication isn’t snackable, shareable, and optimised for these platforms, it risks being invisible in the clutter.”

Beyond Discounts: Rewards, Gamification, and Engagement
The research also warns that deep discounting alone will not drive festive sales. 70% of consumers surveyed expect meaningful rewards alongside sharp pricing, with many seeking gamified, tech-enabled interactions from QR-code challenges to interactive brand experiences.

Participation mechanics also matter: 56% of respondents avoid programs that are too long or complicated. Simple, frictionless engagement journeys win over more elaborate redemption processes.

Categories in Demand

• Consumer electronics/durables dominate wish lists, with 46% of consumers eyeing purchases.
• Personal care and grooming are set for a lift, with 26% increasing spends.
• Banking/fintech products are expected to see low traction, with just 6% expressing interest.

The New Festive Marketing Playbook
From the findings, five clear consumer behaviours emerge:

Beyond Discounts – Price cuts paired with aspirational rewards.

Active Participation – Consumers want to be part of the brand story.

Digital Discovery – Social media and influencers as primary touchpoints.

Gamified Engagement – Tech-led, interactive campaigns.

Simplicity – Easy-to-join, quick-to-redeem offers.

With India’s festive sales period accounting for up to 80% of annual revenues in some categories such as consumer electronics, brands face a decisive moment. Those that master digital-first, reward-rich, and engaging campaigns could own the season.