A report shows that the first two days (22–23 September) generated about 33 per cent of the entire first-week gross merchandise value
Driven by front-loaded sales, GST-driven price cuts and the growing role of quick commerce, India’s 2025 festive season opened with a strong start. In the first week alone, online platforms generated Rs 60,700 crore gross merchandise value (GMV), a report revealed.
Data from Datum Intelligence showed that the first two days (22–23 September) generated about 33 per cent of the entire first-week GMV, even though the sale spanned seven days. This concentration highlights the trend of front-loaded festive demand, where consumers rush to lock in the best offers as soon as sales open, the report added.
“Total festive sales are projected to grow 27 per cent year-on-year (YoY) to cross Rs 1.2 lakh crore, with the first week alone generating Rs 60,700 crore GMV, about 51 per cent of the season’s total,” the report pointed out.
22 September 2025 emerged as the largest single-day of sales in the entire first week. Both Amazon Prime and Flipkart Plus/Black members were allowed to start shopping hours before the sale was opened to the wider public. Consumers moved quickly to secure launch-day discounts, exchange offers, and the newly-reduced GST prices on key categories like refrigerators and dishwashers.
The report emphasised that while mobiles remained the single largest contributor to GMV, the strongest momentum came from essentials and household upgrades such as grocery, appliances, and premium electronics. Grocery (+44 per cent YoY) was the fastest-growing category, lifted by expanding quick-commerce penetration versus last year. It is expected to remain a key driver as gifting baskets and essentials peak, the report stated.
“Festive demand is now broader and more sustained, extending beyond one-off gadget upgrades to include everyday essentials, home improvements, and premium discretionary buys. With quick commerce keeping grocery sales active through the month and tax-related savings prompting household upgrades, the season’s growth is poised to remain steady beyond the initial week-one surge,” the report explained.
Appliances (+41 per cent YoY) saw a notable lift from the GST cut and strong demand for refrigerators (+20 per cent), dishwashers (+15 per cent) and inverter batteries .The report added that consumer electronics (+34 per cent YoY) benefitted from premium televisions, wearables, and laptops. Homeware and furniture (+29 per cent YoY) continued to grow on the back of festive décor and urban refurbishments.
