Festive e-commerce discounts shrink to 34% as value buys under Rs 2,000 drive over half of sales
Fynd's Festive Readiness Report 2026 shows Indian retailers narrowed discounts from 44% (2024) to 34% (2025) while demand held firm. Value-led products under Rs 2,000 accounted for over half of festive sales across Amazon, Flipkart, Myntra, AJIO, Nykaa and JioMart, with D2C orders up 16% YoY pre-Navratri and peaks landing eight days before Diwali.
Fynd's Festive Readiness Report 2026 finds Indian e-commerce retailers narrowing discounts (44% to 34%) while demand held; value-led products under Rs 2,000 drove over half of festive sales across Amazon, Flipkart, Myntra, AJIO, Nykaa, JioMart.
Why this matters
The report extends Fynd's festive findings that shoppers keep spending as discounts shrink and sub-Rs 2,000 value products dominate, alongside Tier III cities driving 46% of demand via store-led fulfillment.
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