Analysing Festive Décor Trends and Consumer Buying Behaviour: A Strategic Study for Home Centre’s Diwali 2025 Collection

Srinidhi Rajadurai, Post Graduate Academic Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Daman.

Dr. Rahul Kushwaha, Assistant Professor, Department of Fashion Management Studies, National Institute of Fashion Technology, Daman.

Abstract

Festivals significantly influence consumer spending and retail strategies in India, with Diwali emerging as a key shopping season especially in the home décor segment. This study focuses on Home Centre’s Diwali 2025 collection in the Gifts, Garden, and Interior (GGI) categories, examining evolving consumer behaviour and festive décor preferences. Using a mixed-method approach including WGSN trend forecasts, historical sales data, consumer surveys (n=97), interviews, and competitor analysis the research highlights a shift toward aesthetic, functional, and sustainable décor. Categories like decorative lighting, candles, and gifting items show strong consumer demand.Findings offer actionable insights into purchase drivers, buying cycles, and inventory challenges, guiding data-backed strategies for improved product curation, merchandising, and customer engagement. This study supports enhanced festive planning and competitive growth for Home Centre during Diwali 2025.

  Keywords: Festive Décor Trends, Consumer Behaviour, Diwali 2025, Product Planning

Introduction

In India, festivals significantly influence cultural practices and consumer spending, with Diwali being the most prominent. As a celebration of renewal and prosperity, Diwali drives high demand for home décor, furnishings, and gifting, making it a vital sales period. In 2024, Diwali spending was projected at ₹4.25 lakh crore, with home décor accounting for 40% reflecting strong seasonal consumption. The Diwali Spending Index for urban Indians peaked at 117.37, indicating increased purchasing power. Home Centre, a key player in the home décor segment, can capitalize on this trend by aligning product offerings with evolving consumer preferences. This study aims to analyse emerging décor trends and buying behaviour, particularly in the gifting, garden, and interior (GGI) categories. Through a data-driven approach, including market insights, demand patterns, and design preferences, the research offers strategic recommendations for optimizing Home Centre’s Diwali 2025 collection and enhancing customer engagement in India’s festive retail landscape.

Objectives

• To analyse emerging market trends and evolving consumer preferences in the festive décor segment.
• To examine consumer buying behaviour, key influencing factors & sales patterns from previous Diwali seasons.
• To develop a strategic product assortment recommendation for the upcoming Home Centre 2025 Diwali collection.

Literature Review

Kumar & Sinha, (2021) Festivals hold deep cultural and economic value in India, shaping consumer spending and retail planning. Diwali drives high demand for décor and home products.  Sharma & Patel (2020) explores festivals as both cultural events and economic drivers, emphasizing eco-friendly décor as a rising retail strategy. Understanding festive trends helps brands tailor offerings effectively. Recent studies show sustainability and minimalism are shaping festive décor choices, with consumers preferring reusable, biodegradable, and handcrafted items.  Gupta & Rao (2021) Energy-efficient lighting and eco-materials are in demand. Patel & Mehta (2023), Smart tech like IoT-enabled décor adds a modern appeal urging retailers to evolve with consumer expectations.

Sarita (2019) Consumer decisions are driven by tradition, cost, and psychology. Study found décor choices are influenced by trends, quality, durability, and aesthetics. Surface embellishments and design strongly impact purchases, guiding brands to align assortments with festive preferences. Mukherjee (2022) to meet demand, retailers must adopt data-driven strategies. Agarwal & Bhatt (2020) Forecasting using past sales, trends, and consumer insights helps manage inventory. Raj &Verma (2019) highlight early sourcing and vendor ties as key to festive season readiness and supply chain success.

Research Methodology

This study adopted a mixed method approach, combining both quantitative and qualitative research to analyse festive décor trends and consumer buying behaviour for Home Centre’s Diwali 2025 Collection. A single cross-sectional design was used to collect data at one point in time. Primary research included consumer surveys conducted in-store, outside the store, and online via Google Forms, gathering 97 responses, along with in-depth interviews with store managers, the buying team, and planning team members to understand past sales trends, inventory planning, and shifts in consumer demand. Secondary research involved analysing WGSN trend forecasts, benchmarking competitor offerings, and reviewing historical sales data from Home Centre’s décor category. A combination of random sampling for in-store surveys, convenience sampling for online surveys, and purposive sampling for expert interviews ensured a balanced representation of consumers and key stakeholders.

Excel was used for organizing and analysing sales data through pivot tables and graphs, while JASP software supported correlation and contingency analysis of survey responses. Thematic analysis of interviews, combined with comparative survey insights and secondary data, enabled a holistic understanding of consumer behaviour and informed demand forecasting for the Diwali collection.

Data Analysis & Interpretation

Table 1–Age Group * Gender Contingency Table

Interpretation: Out of the total 97 respondents, the majority across all age groups are female. In the 18–25 age group, 30 respondents are female and 11 are male. In the 26–35 age group, 14 are female and 6 are male. Among respondents aged 36 – 45, 19 are female and 10 are male. In the 46 and above category, 5 are female and 2 are male. This indicates a consistent trend of higher female participation across all age groups in the survey.

Table 2 – Binominal Test

Interpretation: This table presents the results of a binomial test examining consumer preferences across various home decor items, testing proportions against a neutral value of 0.5. Items like Fairy Lights & Lamps, Candle & Candle Accessories, and Fragrance have high “Must Buy” proportions, significantly above 0.5, suggesting strong consumer interest. Conversely, items such as Figurines, Artificial Greens & Potted Plants, and Wall Art have lower “Must Buy” proportions but are mostly considered, indicating moderate interest. The p-values highlight which categories significantly differ from the 0.5 benchmark, helping identify priority items for marketing or inventory focus.

Findings & Recommendation

Garden Department

• Consumers show moderate interest in artificial plants and greens, with 28% marking them as a “must buy.” There is a rising trend toward biophilic design, with demand for sustainable, low-maintenance décor. Home Centre should introduce affordable mini bonsai, faux seagrass plants, and expand premium tree ranges up to ₹20,999, matching competitor offerings. Additionally, unique terrariums with LED lights and succulents in human/animal forms can attract novelty-seeking buyers.
• Artificial flowers performed well, with 35% marking them as a “must buy.” Customers prefer sustainable, dried, and reusable décor. Home Centre should offer flowers made from recycled materials and introduce festive combinations like marigold garlands with LED lights, along with luxurious arrangements featuring silk tulips and pampas grass in gold, bronze, and earthy tones.
• Planters and pots garnered moderate consumer interest. Introducing quirky animal- or human-shaped planters and metallic finishes with embedded lighting can make them festive-ready. Diwali-themed color schemes and coordinated planter sets will elevate visual appeal.
• Fountains showed high performance, especially Ganesha and Buddha designs. Expanding into abstract and sandstone finishes will offer more choice. Introducing large fountains in the ₹25,000–₹30,000 range can cater to premium buyers.

Interior Department

• Clocks are a top-performing item with 36% “must buy” votes. Consumers favor festive tones, organic materials like bamboo and jute, and wellness-focused multifunctionality. Home Centre can offer clocks with ambient lighting or diffusers and develop festive variants with smart integration.
• Decorative lights and lamps were the most desired product, with 76% indicating them as a “must buy.” A broader selection of string lights, LED candles, floating diyas, and sculptural lamps that double as décor can enhance the assortment. Pricing should cover both budget and premium segments.
• Wall art showed lower demand, but mirrors and picture frames had moderate interest. Wall art using MDF, jute, and untreated wood in abstract forms could boost engagement. LED-lit, minimalist mirrors and sophisticated picture frames in beige, gold, and black with metallic or pop-colored finishes (orange, blue) should be offered.
• Photo frames are moderately popular. Offering them as curated sets, like a “Set of 7” in festive gift packaging, and modular, interchangeable frames can enhance gifting appeal. Limited-edition Diwali-themed designs will boost seasonal relevance.

Gift Department

• Figurines performed moderately, with 27% “must buy.” Traditional idols like Ganesha and Buddha in white and gold remain popular. Adding abstract bookends, peacocks, swans, and sleek animal forms with black/gold finishes and appealing packaging will enhance shelf presence.
• Vases are also a moderately performing category. Modern organic shapes in sandstone textures and warm beige or earthy colors are preferred. Transparent glass designs should be phased out in favor of opaque, mid-range priced modern styles.
• Candles and candle holders are among the top-performing gift items, with 62% of respondents marking them as “must buy.” Eco-friendly options like beeswax, terracotta, and smokeless LED versions with playful and surreal aesthetics are in demand. Combo sets and Indian-scented varieties (sandalwood, lavender) should be explored.
• Potpourri bowls and fragrance diffusers attract consumers looking for sensorial gifting. Festive blends with spices (clove, cinnamon), traditional notes (jasmine, rose), and sustainable packaging will elevate the category. Smart, refillable diffusers in luminous packaging will align with modern gifting trends.

Conclusion

This study presents a focused analysis of consumer preferences and market trends in festive décor, specifically for Home Centre’s Diwali 2025 collection across the Gifts, Garden, and Interior (GGI) categories. Leveraging WGSN trend forecasts, competitor benchmarking, internal sales data, and insights from 97 survey responses, the research identifies high-demand categories such as decorative lighting, candles, figurines, and giftable items.The data reveals a strong consumer shift toward aesthetically pleasing, functional, and sustainable décor, with female consumers aged 18–45 emerging as key decision-makers. Evolving preferences point to increased interest in eco-friendly materials, smart features, and festive-specific designs.

These insights enable Home Centre to make informed, data-driven decisions for product curation, merchandising, and customer engagement. By aligning its offerings with emerging trends and consumer expectations, the brand can strengthen its market position and drive higher festive season performance. Additionally, the research framework established in this study offers a replicable model for future seasonal planning and category strategy.

References

Satyavathi, A., Bhuvanachandra, P., Sree, B., Prasad, G., Naazneen, S., &Farhath, S. (2024). Behavior of sales and purchases during festival season – A study in Khammam District. International Journal of Research Publication and Reviews, 5(4), 240-257.

Devi, S., Yadav, N., Arya, N., &Sushila. (2019). Purchasing behavior of consumers for home furnishing textile products. International Journal of Research Publication and Reviews, 7(1), 140-145.

Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Consumption values and market choices: Theory and applications. South-Western Publishing Co.

Nayeem, T. (2012). Cultural influences on consumer behaviour. International Journal of Business and Management, 7(21), 78-91.https://doi.org/10.5539/ijbm.v7n21p78

Kumari, R. (2024). Indian festivals: A booster dose for the Indian economy. International Journal of Economics, Finance and Management Sciences, 12(6), 484-493.https://doi.org/10.11648/j.ijefm.20241206.21

Upstox. (n.d.). Lighting up the economy: How Diwali brightens business. Upstox Originals. Retrieved April 17, 2025, from https://upstox.com/news/upstox-originals/investing/lighting-up-the-economy-how-diwali-brightens-business/article-125593/

Campaign India. (2023, November 14). Urban India splurges big; festive spending hits four-year high. Retrieved April 17, 2025, from https://www.campaignindia.in/article/urban-india-splurges-big-festive-spending-hits-four-year-high/498777

*Product categories with significant results*

1. Fairy Lights & Lamps: A significant majority (76.3%) consider it a “Must Buy” (p < 0.001), while a smaller proportion consider it “Consider” (14.4%) or “Not interested” (9.3%).
2. Candle & Candle Accessories: A significant majority (61.9%) consider it a “Must Buy” (p = 0.025), while a smaller proportion consider it “Consider” (28.9%) or “Not interested” (9.3%).
3. Photo Frame: A significant proportion consider it “Must Buy” (35.1%, p = 0.004) or “Consider” (37.1%, p = 0.014), while 27.8% are “Not interested” (p < 0.001).

*Product categories with mixed results*

1. Fragrance: While 55.7% consider it a “Must Buy” (p = 0.31, not significant), 39.2% consider it “Consider” (p = 0.042, significant), and 5.2% are “Not interested” (p < 0.001).
2. Artificial Flowers: 36.1% consider it a “Must Buy” (p = 0.008, significant), while 47.4% consider it “Consider” (p = 0.685, not significant), and 16.5% are “Not interested” (p < 0.001).

*Product categories with low interest*

1. Figurines: Only 26.8% consider it a “Must Buy” (p < 0.001), while 55.7% consider it “Consider” (p = 0.31, not significant), and 17.5% are “Not interested” (p < 0.001).
2. Artificial Greens & Potted Plants: Only 27.8% consider it a “Must Buy” (p < 0.001), while 47.4% consider it “Consider” (p = 0.685, not significant), and 24.7% are “Not interested” (p < 0.001).
3. Wall Art: Only 25.8% consider it a “Must Buy” (p < 0.001), while 48.5% consider it “Consider” (p = 0.839, not significant), and 25.8% are “Not interested” (p < 0.001).

Based on the above Fairy Lights & Lamps and Candle & Candle Accessories are the most popular products, with a significant majority considering them “Must Buy”.

Whereas Photo Frame and Fragrance have mixed results, with some interest in buying or considering them. Figurines, Artificial Greens & Potted Plants, and Wall Art have lower interest, with a smaller proportion considering them “Must Buy”.