Gen Z swipes, saves and sparkles in a digital-first Diwali

In the weeks leading up to Diwali 2025, India’s Gen Z showed that festive excitement no longer translates into unchecked spending. Findings from the third edition of the ET Snapchat Gen Z Index, powered by Kantar — conducted before the festive season — reveal that this digital-native generation approached the festival with planning, price awareness, and purpose. For them, Diwali was not just about lights and celebrations, but about smart choices, savings, and self-expression through conscious consumption.

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A Festival Framed by Strategy, Not Splurge

Gen Z consumers, aged 18–28, prepared for a Diwali driven by digital discovery. Most festive shopping journeys began online — whether through influencer-led content, creator recommendations, or platform-specific offers. E-commerce giants like Amazon, Flipkart, and Myntra dominated their purchase plans. Amazon remained the overall leader, Flipkart performed better among men, and Myntra emerged as a top choice for women.


Gen Z’s festive playbook was built around digital deals, smart savings, and a dash of brand experimentation. This reflected a mindset where festive joy was paired with calculation — where comparing, couponing, and stacking offers replaced last-minute splurges.

Digital First, Discount Driven

For Gen Z, shopping ahead of Diwali wasn’t limited to one platform or product. They scouted across e-commerce and quick-commerce ecosystems — exploring Blinkit and Zepto for festive essentials, while Swiggy and Zomato served as go-tos for celebratory food and gifting convenience. Blinkit, in particular, saw stronger traction among younger users and non-metro consumers, highlighting how immediacy and ease have become part of festive planning.

The study also noted that Gen Z’s engagement with digital ecosystems extended to entertainment and lifestyle. Netflix continued to top streaming choices, particularly among women and non-metro users, while Prime Video gained ground among men. Their mobile preferences stayed consistent — Samsung led across the board, but Apple showed significant gains among young and female users, suggesting that tech upgrades were seen as festive self-rewards.

Value, Authenticity, and Experimentation

As much as Diwali was about deals, it was also about discernment. Gen Z wanted brands that “vibe” with their values — those that feel authentic, ethical, and relatable. They continued to rely on influencer recommendations but gravitated toward creators who “give real talk, not just reels.” Local and sustainable choices — described in the report as “proud to buy desi” and “choosing ethical, sustainable brands” — were an integral part of their festive mindset.

This translated into diversified brand recall across categories. In beauty, Lakmé, Nykaa, and Mamaearth held steady among women, while Dove and L’Oréal gained traction across segments. Nike and Adidas stayed top of mind in fashion, especially for older Gen Z, while H&M and Zara appealed to the younger crowd. These patterns reveal that festive dressing was carefully curated — trend-conscious but value-aware.

A Balanced, Wellbeing-Focused Festive Mindset

The study's festive insights went beyond shopping, spotlighting a generation equally invested in balance and wellbeing. Fitness, mental health, and mindful consumption were cited as core parts of their “festive lifestyle choices.” Many respondents associated celebrations with maintaining a routine — tracking steps, working out, and making healthier food decisions even as festivities peaked.

This suggests that Diwali for Gen Z wasn’t an indulgence break but a balanced celebration — one where they mixed traditional rituals with digital convenience, and indulgence with mindfulness.

The New Diwali Playbook

The ET Snapchat Gen Z Index underscores how this generation is reshaping India’s festive economy. They plan, compare, and calculate before they purchase — turning Diwali shopping into a digitally orchestrated ritual. Their approach blends aspiration with affordability, loyalty with openness to new brands, and tradition with tech.

Gen Z’s festive playbook blended digital deals, savings, and experimentation — making this Diwali less about impulse and more about informed celebration.

Get the full report here