Objective: Huge festive discounts and offers in India stem from both cultural and psychological factors. Festivals are strongly tied to shopping, gifting and upgrading, making them the peak period of consumer demand. Retailers and e-commerce platforms use deep discounts and other promotions to tap into this sentiment, creating urgency and a sense of “limited-time opportunity”.
Consumers feel they are getting maximum value during this time, which encourages higher spending, even on bigger-ticket items they might otherwise postpone. This mix of tradition, emotion and deal-driven psychology fuels the massive sales. The study aims to understand consumer sentiments for the upcoming festive season. It looks at excitement around offers, platforms perceived as offering the best deals, plans for device purchases, and preferences related to smartphones.
