While mobiles and electronics peak during festivals, most categories now show steady demand throughout the year
India’s online retail market is steadily moving away from its traditional dependence on festive seasons, though high-value categories such as mobiles and electronics continue to experience sharp sales surges during September and October, according to a study by consulting firm Redseer.
“Mobiles have the most dramatic swing, with a Seasonality Index Difference of 1.7. Electronics follows closely with a difference of 1.3. Both peak sharply in September–October, with mobiles reaching a monthly index close to 2.3 and electronics nearing 2.0. This heavy reliance on the festive season confirms their demand is highly concentrated,” Redseer said.
The study found that while sectors such as groceries, beauty, and personal care display consistent, high-frequency demand with limited volatility, segments including home and furniture and fashion exhibit moderate seasonality. Home and furniture records a Seasonality Index Difference of 0.85, with noticeable spikes during the festive period, while fashion shows a difference of 0.52, reflecting a milder seasonal lift.
To reduce dependence on festive-driven sales, Redseer recommended that brands roll out exclusive launches or promotional campaigns during traditionally slower months, particularly in the first quarter. For highly volatile categories such as mobiles and electronics, introducing special models or off-season sales events can help stabilise revenue and supply chains.
“Platforms must leverage the stability of essential sectors to drive consistent traffic and reduce the operational strain of a single, massive peak. Winners will be those who can re-engineer seasonality, creating demand in low months, sustaining engagement in stable categories, and managing festive peaks without disruption,” the report added.
The analysis underscores that India’s online retail market is gradually flattening its traditional festive curve, benefiting brands and platforms that are able to balance peak-season surges with steady, year-round demand.
