91.6% of consumers to maintain or increase festive spending, reports BigCity Promotions.
BigCity Promotions says 91.6% of consumers expect to spend the same or more this festive season. The figure comes from its Festive Purchase Decision Report 2026, a survey of more than 1,000 consumers across India.
- Who ran it: BigCity Promotions
- Sample: more than 1,000 consumers across India
- Spending intent: 91.6% expect to spend the same or more than last season
- Promotional sensitivity: 40.3% say the right offer could make them spend more or upgrade what they buy
- Data sharing: 46.8% are comfortable sharing basic contact information with brands
- After the sale: around 92% are open to continued brand communication once they have bought
Why The BigCity Headline Number Is The Least Useful One
Because almost nobody tells a survey they intend to spend less before a festival. Stated intent at 91.6% is close to the ceiling of what the question can return, which makes it a mood reading rather than a forecast.
The 40.3% is the number with money attached. That is the slice saying their basket is movable, and it is the only figure here a brand can actually plan a promotion against.
What The Permission Figures Actually Say
That the sale is the cheapest list-building moment of the year. Fewer than half will hand over contact details, but around nine in ten are willing to keep hearing from a brand they have already bought from, which is a different and more valuable permission.
That gap is the operational point. Collecting the detail is the hard part and it happens once; the licence to use it afterwards is close to universal, so a festive campaign that captures nothing is spending media to make a sale and throwing away the relationship.
What Was Said
Rahul Poral, director of marketing at BigCity Promotions, said the strongest campaigns are built around a clear understanding of consumer behaviour and a defined action the brand wants to drive.
More on the company at bigcityexp.com. More news.