India’s online festive sales grew 17% year-on-year to Rs 1.41 lakh crore (approximately US $ 15 billion) in 2026, with ethnic wear recording double-digit growth, although the overall apparel market recorded mixed growth, with several retailers reporting sales below industry expectations.
According to a report by Datum Intelligence, online festive sales reached Rs 1,40,800 crore over 34 sale days through 9 November, compared with Rs 1.2 lakh crore over 30 sale days in 2025. Ethnic wear sales rose 10-15%, supported by festive purchases and the approaching wedding season.
Major e-commerce platforms also reported growth during their respective festive sales. Amazon shopping volumes had increased by more than 50% by 3 November compared with the previous year’s festive season.
Similarly, Flipkart reported up to 22% growth in orders, units sold and buyers during its 11-day Big Billion Days sale. Meesho recorded a 75% increase in orders on the opening day of its Mega Blockbuster Sale, while the number of customers placing orders rose 60% year-on-year.
In the offline retail segment, Lifestyle International reported 10-15% growth between Navratri and Diwali, driven by ethnic wear, men’s apparel, handbags, footwear and travel accessories.
“Wedding-related purchases also provided a boost, with demand for suits and blazers gaining traction. Consumers found it convenient to shop for both the wedding and festive periods, in part led by offers, sale schemes and easy financing,” said Devarajan Iyer, CEO and Executive Director, Lifestyle International.
Orders through quick commerce platforms rose 75% year-on-year, while brand websites recorded growth of 27-30%. The report further highlighted that orders through marketplaces grew 8%.
However, the broader apparel industry recorded slower growth. Rahul Mehta, chief mentor at the Clothing Manufacturers Association of India (CMAI), said, “The average retailer or brand may have recorded just 4-5% growth between 9 October and 10 November, against industry expectations of 12-15%. Some retailers, however, reported growth of 8-10%.”
