Overview

LocalCircles released a press‑release on 27 October 2026 highlighting that, with Diwali less than two weeks away, Indian urban consumers are increasingly turning to quick‑commerce platforms for last‑minute festive purchases. The study, which gathered 204,000+ responses from users across 130 districts and collected 11,275 platform ratings from 100 districts, shows a clear shift from speed‑centric decision‑making to value‑centric preferences.

Consumer Preferences for Festive Shopping

When asked to select up to three factors influencing platform choice for Diwali shopping, 71% of respondents prioritized the best prices or overall value, 65% emphasized product quality, and 43% wanted low or no additional charges. Only 22% cited fast delivery as a key factor, while 46% mentioned product availability, 38% offers and discounts, 31% a wide festive range, and 28% reliable delivery. For everyday purchases, the hierarchy is similar but with 75% ranking product quality and 72% price, and a higher importance placed on offers (54%).

Festive Spending Outlook

LocalCircles projects urban households will spend ₹1.97 lakh crore on festive purchases this season—about ₹12,000 crore more than in 2024, despite a moderation from the previous GST‑boosted peak. 57% of urban households plan to shop, with an average spend of nearly ₹20,000 each. The top categories are clothing, footwear and accessories (72%), home appliances and furniture (45%), travel (45%), and gourmet foods and gifting (39%). 83% intend to dip into savings, underscoring the importance of price and value.

Quick‑Commerce Growth Metrics (July–September 2026)

  • Blinkit: Net order value rose 79% YoY to ₹20,940 crore; average order value ₹518 (Apr–Jun 2026).
  • Swiggy Instamart: Gross order value grew 31% to ₹9,230 crore from 13 crore orders; average order value ₹708 (Jul–Sep 2026).
  • Zepto: Revenue more than doubled to ₹22,624 crore for the year ended March 2026, on 64 crore orders.
  • Amazon Now: Crossed US$1 billion in annualised gross sales and doubled its city reach to 120+ cities within two weeks.
  • Flipkart Minutes: Expanded fourfold to about 1,200 micro‑fulfilment centres across 150+ cities.
  • Dark‑store network expansions: Eternal added 308 Blinkit dark stores (total 2,751, target 3,500 by Mar 2027); Swiggy Instamart operates 1,240 dark stores in 133 cities; Zepto has 1,139 dark stores (Mar 2026); BigBasket runs 497 dark stores in the top ten cities; JioMart serves 5,500 PIN codes.
  • Amazon reported a 100% YoY increase in product orders during the Great Indian Festival and delivered in minutes across 120+ cities. Flipkart saw order volumes rise 3.5× on the first day of the Big Billion Days and overall orders up 20‑22% YoY by the sale’s end.

Platform Preference Share (Festive vs Everyday)

  • Festive shopping: Amazon Now (22%), Blinkit (19%), Zepto (14%), BigBasket (12%), Swiggy Instamart (9%), Flipkart Minutes (8%), JioMart Quick (4%); 12% undecided.
  • Everyday purchases: Blinkit (31%), Amazon Now (25%), BigBasket (12%), Flipkart Minutes (11%), Zepto (11%), Swiggy Instamart (3%), JioMart Quick (1%); 6% undecided.

Platform Ratings (out of 5) and Overall Scores

  • Selection: Blinkit & BigBasket (4.5), Amazon Now & Zepto (4).
  • Quality: Amazon Now, Flipkart Minutes & BigBasket (4).
  • Value: Amazon Now, Zepto & JioMart Quick (4).
  • Customer Service: Amazon Now, Zepto & BigBasket (3.5).
  • Transparency of Charges: Amazon Now & Zepto (4.5), JioMart Quick (4).
  • Product Exclusivity: BigBasket (4.5), Amazon Now (4).
  • Speed: Blinkit (5), Zepto (4.5), Flipkart Minutes (4).

Overall scores (out of 35): Zepto 27.5, Amazon Now 27.5, BigBasket 26, Blinkit 23.5, Flipkart Minutes 23.5, Swiggy Instamart 22, JioMart Quick 19.5.

Extra Fees as a Pain Point

When asked how often additional fees (delivery, handling, small‑cart, surge, etc.) raise the final bill above expectations, 42% said very often and 18% often (total 60%). Only 26% reported that extra charges rarely or never affect the bill. Common fee structures now include a minimum order of around ₹199 for free delivery, with various handling, small‑cart, late‑night, and surge fees.

Order‑Value Distribution

  • 69% of users place orders in the ₹200–₹999 range (20% ₹200‑₹399, 27% ₹400‑₹599, 22% ₹600‑₹999).
  • 7% spend under ₹200; 16% spend ₹1,000+ (9% ₹1,000‑₹1,499, 7% ₹1,500+).
  • Platform‑specific average order values: Blinkit ₹518, Amazon Now ₹575, Swiggy Instamart ₹708.

Regulatory and Consumer Protection Context

The study notes that regulators are monitoring “dark patterns” such as drip pricing and basket‑sneaking, listed among 13 dark patterns in the Guidelines for Prevention and Regulation of Dark Patterns, 2023. The CCPA has imposed penalties of about ₹1.1 crore on 47 e‑commerce platforms. The Legal Metrology Department and FSSAI are also enforcing best‑before‑date displays on quick‑commerce apps.

Recommendations (Platforms & Government)

  • Platforms should display the final price—including all fees—on the product page, keep fees low during the festive period, expand product range, display best‑before dates, and strengthen quality checks and refunds.
  • The government should intensify monitoring of dark‑pattern practices during the festive season.
  • Consumers are advised to verify total checkout amounts, remove unwanted items or memberships, compare total bills across apps, and report dark‑pattern violations.

Methodology

The survey captured 204,000+ responses with a gender split of 63% male / 37% female and a geographic mix of 45% Tier‑1, 31% Tier‑2, and 24% Tier‑3/4 districts. Minimum participation targets were 30% per gender and 15% per tier group. Margin of error is under 5% at a 95% confidence level. Ratings were collected over four weeks with a margin of error under 10% at a 90% confidence level.

About LocalCircles

LocalCircles is India’s leading community social‑media platform that enables citizens and small businesses to raise policy and enforcement issues. It is also the country’s #1 pollster on governance, public and consumer interest.