Amazon and Flipkart Festive Sale Drives 29% YoY Jump, First-Week Sales Hit Rs 60,700 Crore

India’s e-commerce festival season has kicked off with record-breaking momentum, as Amazon and Flipkart report massive traffic and sales during their flagship events — The Big Billion Days (TBBD) and The Great Indian Festival (GIF). A combination of GST reforms, Gen Z shoppers, and high-value purchases has set the stage for what could become the largest festival season in India’s digital retail history.

First-Week Festival Sales Surge

According to market intelligence firm Datum Intelligence, online festival season sales touched Rs 60,700 crore in the first week, representing a 29 percent year-on-year increase. This marks the strongest opening ever for India’s digital retail sector.

Datum predicts total festival season sales may exceed Rs 1.2 lakh crore this year, with more than half of that already achieved in the opening week. In comparison, last year’s total sales stood at nearly Rs 1 lakh crore, while 2023 recorded Rs 81,000 crore.

Category-Wise Performance

The gross merchandise value (GMV) of Rs 60,700 crore between September 22 and 28 highlights strong demand across multiple categories. Mobiles contributed 42 percent of GMV, but appliances and groceries recorded the fastest growth, with 41 percent and 44 percent year-on-year increases, respectively.

Appliances benefited from GST 2.0 reforms, which reduced prices on big-ticket items, while grocery growth was fueled by quick commerce expansion and festive gifting. Consumer electronics and homeware also posted healthy double-digit growth, underscoring broad-based demand.

Flipkart Performance During Big Billion Days

Flipkart reported 606 million visits in the first 48 hours of its Big Billion Days sale, with Gen Z accounting for one-third of traffic, nearly double their usual share.

Pratik Shetty, Vice President of Growth & Marketing at Flipkart, noted, “GST 2.0 reforms unlocked demand in high-value categories. Customers who had been browsing converted quickly once the revised rates came into effect.”

Unlike previous years, traffic and transactions remained steady throughout the opening weekend, suggesting a structural shift in consumer demand rather than the usual early-access spike.

Amazon Trends During Great Indian Festival

Amazon recorded 38 crore visits in the first 48 hours, with over 70 percent of traffic from beyond the top nine metros. Premiumisation was evident, with smartphones above Rs 20,000 growing 50 percent year-on-year, QLED TVs up 23 percent, and Mini-LED TVs up 27 percent. Premium watches, jewellery, and beauty products also saw strong gains.

Saurabh Srivastava, Vice President of Amazon India, highlighted the success of the #GSTBachatUtsav initiative, where sellers passed GST benefits worth crores within just 48 hours. Amazon also reported its fastest-ever deliveries, with over 80 lakh products reaching Prime members in two days.

Early Shopping Trends

The early-access days on September 22 gave both platforms a head start, with shoppers rushing to secure deals and tax benefits. The first two days alone contributed nearly a third of the week’s GMV.

Unlike prior years, momentum did not taper after the opening weekend. Sustained traffic and transactions indicate a broader and more durable consumption cycle for this festival season.

Drivers Behind the Surge

The strong start is driven by a combination of factors:

• Policy tailwinds: GST cuts made big-ticket purchases more affordable.

• Shifting consumer behaviour: Gen Z shoppers are emerging as key demand drivers.

• Tier-2 and tier-3 growth: Shoppers outside major metros are contributing to premiumisation.

• Platform strategies: Amazon and Flipkart are leveraging early-access days and promotions effectively.

Datum’s data shows festival GMV has doubled in five years, with this year’s growth being more sustained rather than discount-led.

Outlook for the Festival Season

With over half of projected sales already achieved, Amazon and Flipkart are preparing for a busy run-up to Diwali in October. Flipkart’s Shetty noted, “With GST reforms improving affordability and sellers gaining renewed confidence, the conditions are ripe for sustained consumption across categories.”

If current momentum continues, this could become India’s largest festival e-commerce season, highlighting a shift toward stable, demand-led growth rather than reliance on short-term promotions.