Impulse Buying Redefines India's 2025 Festive Season: Quick Commerce Drives Spontaneity

• India's 2025 festive shopping shifted from planned purchases to impulse-driven, real-time buying, emphasizing speed and spontaneity.
• Quick commerce platforms like Zepto are central, enabling last-minute delivery of essentials, gourmet foods, mithai, and even culturally specific items like Kasavu sarees.
• Festivals are now "activated in real time," with consumers prioritizing practical, premium consumables and food over traditional material gifts.
• This shift is driven by urban realities, minimalist lifestyles, and the desire for "perishable luxury" that creates experiences without clutter.
• Festive hosting has become more fluid and inclusive, allowing for spontaneous gatherings, as technology compresses the distance between intention and execution.

Why It Matters: India's festive season in 2025 is about spontaneous, experience-led celebrations powered by quick commerce.