From Financialexpress · FE Bureau · · 1m 10s
Festive shopping becomes social experience for Gen Z
Gen Z sees festive shopping as a social experience, not a single peak moment.
In brief
Gen Z sees festive shopping as a social experience, not a single peak moment. Gen Z consumers view India's festive season as multiple celebrations requiring brands to create consistent, shareable experiences across Rakshabandhan, Onam, Navratri, and Diwali. Originally reported by Financialexpress.
Festive shopping shifts
Brands treating Rakshabandhan, Onam, Navratri, and Diwali as one connected season engage Gen Z with creator-driven, shareable experiences.
“Brands that treat Rakshabandhan, Onam, Navratri, and Diwali as one long connected season, with consistent touchpoints throughout, are already ahead of the ones still waiting for the Diwali brief to land in October”
Gen Z views festive season
70% of Gen Z see festive season as multiple celebrations rather than one shopping occasion.
“The GWI and Snapchat Diwali Gen Z Study 2026 found that nearly 70% of Gen Z consumers see the festive season as multiple celebrations rather than one shopping occasion”
Purchase decisions shift
41% plan purchases in advance while 40% combine planning with spontaneous decisions.
“The same study found that 41% of Gen Z plan most of their festive purchases in advance, while 40% combine planning with spontaneous decisions”
Social shopping journey
Creators help discover, friends help decide, inner circle matters as much as influencers.
“What has shifted most fundamentally is how Gen Z moves from finding something to actually buying it. Creators help them discover. Friends, family, and trusted communities help them decide.”
Product storytelling matters
Brands need to integrate product storytelling across the season for both planners and spontaneous buyers.
“The same study found that 41% of Gen Z plan most of their festive purchases in advance, while 40% combine planning with spontaneous decisions. Convenience therefore is not only about a smooth purchase it is also about being present at the right time with a product story that is easy to understand explore and share”
What gets shared
Personal moments feel special, not national campaigns.
“Every Holi every Onam every Navratri produces a surge of organic content from young people but look closely at what actually gets posted it's the moments that felt personal curated and genuinely special”
Brands create experiences
Brands turn massy occasions into hyper-curated, creator-friendly experiences.
“The brands that understand this are turning massy calendar wide occasions into hyper curated creator friendly experiences that young people can participate in capture and share”
What happens next
Marketing becomes something young people pull into their feeds, not brands pushing out.
“That’s when marketing stops being something a brand pushes out and starts being something young people pull into their own feeds stories and conversations”
What matters most
Gen Z consumers view India's festive season as multiple celebrations requiring brands to create consistent, shareable experiences across Rakshabandhan, Onam, Navratri, and Diwali.
