Let the Holiday Lights Kill the Hidden Evil of Overconsumption, ET BrandEquity

(Representative photo; Source: iStock)

The season of joy, light and community bonding has just begun. Daily newspapers are bombarded with advertisements for local businesses, including the best modak for Lord Ganesha or Falahari thali for fasting people. The core of the festivals to experience divine feelings under the blessings of the almighty is gradually being replaced by the question, “What did you buy during the festival?” Excessive promotions cannot be ignored while hopping from pandal to pandal on Durga Puja. Let us dive into the market-induced bubble of how the joyous festivals should be celebrated. India: the land of festivals

In India, holidays like Diwali, Navratri and Dussehra carry a lot of emotional weight. Traditionally, these holidays were associated with family gatherings, community gatherings, religious rituals and symbolic purchases like new clothes or household items. Today, they have evolved into shopping spectacles, with retailers, both online and offline, capitalizing on the festive spirit to boost sales.

For example, during Diwali, many families traditionally buy new clothes, renovate their homes, or buy gifts for loved ones. With this in mind, businesses ramp up their marketing efforts during this time of year. Brick-and-mortar retailers join the race, offering “festive discounts” on everything from jewelry and home appliances to clothing and groceries. Malls and local markets are decked out with elaborate decorations to attract customers, and discounts are aggressively promoted. But this has created an environment where the spiritual essence of the festival is overshadowed by the relentless emphasis on consumption.

Offline retailers and local markets also compete with e-commerce giants by offering equally enticing deals, often with in-store financing options. For example, during Diwali, these stores see a surge in customers looking for deals on electronics like TVs, washing machines and refrigerators. To maintain a competitive balance, these retailers use similar tactics as their online counterparts — promoting “Diwali Sale Weeks” or “Navratri Bonanza” that extend far beyond the festival itself.

The Rise of E-Commerce Giants and Christmas Sales

Platforms like Amazon and Flipkart have revolutionised the way Indians shop, and their influence peaks during the festive season. Every year, in the run-up to Diwali, these platforms launch their biggest sales events — Amazon’s ‘Great Indian Festival’ and Flipkart’s ‘Big Billion Days’. These events are touted as opportunities for consumers to get big discounts on everything from electronics and fashion to groceries and home décor. The promotions are meticulously planned and designed to create a sense of urgency, with flash sales, limited-time offers and exclusive deals. It’s no wonder that e-tailer giants do 60-70% of their total annual business during the festive season. Last year, 2023, online retailers clocked Rs 29,000 crore GMV in the first four days of the festive season.

While these discounts may seem tempting, they also fuel a kind of frenzy in which the focus shifts from the spirit of the holiday to the act of acquiring material goods. Shoppers, lured by the promise of big price cuts, often end up buying things they don’t need. It’s a classic example of “dark consumerism,” where the commercial intentions of marketers overshadow the real purpose of the holiday season.

The power of psychological stimuli

One reason these sales are so successful is that they tap into deep psychological triggers. Techniques like scarcity (“Only 3 left in stock!”), time pressure (“Sale ends in 2 hours!”) and social proof (“200,000 people bought this!”) push consumers to make quick, impulsive decisions. Marketers create FOMO (fear of missing out) in consumers by constantly telling them to upgrade their homes, wardrobes, electronics, cars, etc.

In addition, tempting offers of “no-cost installments”, credit cards and currency exchange systems make purchases seem more affordable, but often lead to overspending and unnecessary debt.

Consider Flipkart’s Big Billion Days. What started as a one-day sale has now stretched over a week, with different categories being promoted each day. Electronics, especially smartphones, are the main attraction, with consumers often upgrading to the latest models even if their current devices are fully functional. The sale, heavily promoted across television, digital and print media, often sets new records in terms of sales volume, but it also raises questions about whether the needs being met are real or artificially created by the marketing juggernaut.

The Dark Side of Overconsumption

The rush to overconsume during the festive season also has its consequences. First, there is the issue of financial burden. Many consumers, lured by the promise of ‘easy’ financing options, stretch their budgets beyond their means. EMI schemes, credit card debt and buy now, pay later offers make it easy for people to spend money on expensive items, but often end up accumulating debt that takes months, if not years, to pay off. This can lead to financial stress, turning what should be a joyous time into a source of anxiety.

Second, the emphasis on consumerism distracts from the cultural and spiritual significance of the holidays. Instead of focusing on spending time with loved ones, participating in religious rituals, or reflecting on the past year, many people go on a shopping spree, whether online or at a local market. The pressure to spend money can also create feelings of inadequacy—if everyone else is buying new gadgets, clothes, or home decor, there’s a temptation to do the same, even if it doesn’t make financial sense.

Environmental costs and waste

Another dark side of holiday consumerism is the environmental impact. Manufacturing, packaging and shipping the millions of items sold during these massive sales events contribute significantly to carbon emissions, plastic waste and resource depletion. Furthermore, the trend of frequent upgrades, especially in the case of electronics, leads to an increase in e-waste, which is often poorly managed. While companies like Amazon and Flipkart have begun to address sustainability through initiatives like eco-friendly packaging and recycling programs, the sheer scale of these sales raises questions about the long-term impact on the environment.

Changing Your Mindset: Reclaiming the Holiday Spirit

Dark consumerism thrives when individuals lose sight of the deeper meaning of the holidays. There is a strong need for a change in mindset—one that focuses on mindful consumption, not mindless shopping. The holidays should be a time to reconnect with family, friends, and self, not an opportunity to overspend.

E-commerce platforms and offline retailers also have a role to play. While they are unlikely to scale back their marketing efforts, there is potential for brands to promote more responsible consumption. Campaigns that focus on the emotional and cultural aspects of festivals, rather than just promoting discounts and offers, can help restore balance to the holiday season.

As the festival season begins, it’s important to recognise the growing influence of dark consumerism in India. Marketing efforts by e-commerce giants like Amazon and Flipkart, coupled with festive discounts by offline retailers, have created a culture where consumption often overshadows celebration. By adopting a more mindful approach to shopping, both consumers and marketers can help ensure that the true spirit of festivals is not lost in the rush to spend. Let’s make a promise to ourselves to enjoy the true festival by cutting back on unnecessary consumption. Let’s brighten up the homes of others and spread happiness to people who really need it.