MUMBAI: When it comes to India’s great shopping season, wallets aren’t just opening, they’re positively bursting. Global programmatic media partner Miq’s Festive Shopper Insights 2025 Report finds that nearly half of consumers are gearing up to spend over Rs 20,000 this Diwali, reshaping how brands plan campaigns in the country’s most competitive retail quarter.
Based on a survey of 4,800 festive enthusiasts, the report spotlights four key shifts. First up: the rise of the Rs 20,000 plus confident spender. About 43 per cent of shoppers, largely 25–34 year olds from Tier I and II cities, are ready to splurge on everything from electronics to limited-edition launches fuelled by discounts, cashback, and influencer-led Fomo. They’re digitally fluent, research six weeks in advance, and make Youtube and social platforms their hunting grounds for deals.
The second shift is a brand discovery boom. With 45 per cent of consumers open to trying new names, this Diwali levels the playing field between D2C challengers and established giants. Expect AR try-ons, influencer reviews, and viral campaigns to drive choice. Third, advertisers themselves are going early launching campaigns 30 plus days ahead of the festival. Programmatic video, shoppable social, and OTT dominate, though CPMs continue to climb. Finally, regional aspirations are shaping purchase lists: North and Central India eye cars and appliances, South and East want tractors and jewellery despite gold prices, and urban buyers keep gold in vogue as an investment.
“Festive season is no longer just about shopping, it is about cultural moments amplified by media,” said MiQ chief commercial officer India Varun Mohan. “The new Indian shopper is confident, experimental and digitally led. For brands, the mandate is clear launch earlier, speak authentically across regions, and embrace a full-funnel approach.”
With CPM inflation and fiercer competition for eyeballs, marketers will need more than deep pockets to win. As MiQ’s report shows, this Diwali isn’t just about lights and laddoos, it’s about who shines brightest in the brand bazaar.
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