For Gen Z & Gen Alpha festivals are no longer traditional buying triggers: Experts

As brands strategise for the festive season, there’s a noticeable shift in how they are targeting the younger generations – Gen Z and Gen Alpha. These cohorts are redefining traditional consumer behaviour, reshaping how brands think about festive marketing campaigns.

For the older generation, festivals like Ganesh Chaturthi, Onam, Dussehra, Diwali, Christmas, are steeped in tradition, rituals, and cultural heritage. The festive season has long been a key trigger for purchasing decisions, with consumers looking to invest in home décor, gifts, and new clothes as part of the celebrations.

However, for Gen Z (born between 1997 and 2012) and Gen Alpha (born after 2012), the festive season holds different significance. For them, buying choices are influenced more by lifestyle, aesthetics, and the latest trends rather than cultural traditions. These younger consumers don’t wait for an occasion to shop – they buy what they want, when they want it. Instant gratification, driven by the availability of fast fashion, social media trends, and a desire for self-expression, has diminished the need to time purchases around festivals.

According to a study, 60% of Gen Z prefer purchasing items that resonate with their identity and values rather than waiting for a special occasion to splurge.

On the changing outlook of the younger generations towards festivals, Chetan Siyal, Founder, Snitch, observed, “Festivals are evolving from traditional buying triggers to moments of self-expression for Gen Z and Gen Alpha. Brands need to innovate their festive strategies to balance contemporary appeal with cultural relevance, engaging both younger and older generations alike.”

Younger consumers are more interested in aligning their purchases with their personal style, often using festivals as opportunities to showcase their individuality. Naresh Gupta, Co-Founder, Bang in the Middle, noted, “It’s the Gen Z that is far more ceremonial and traditional compared to their older cohorts. It’s almost as if they rediscovered rules of the past and made them their own. Gen Alpha is still coming to terms with traditions, and their orientation to festivals is not sharply defined.”

From Occasion-Based to Want-Based Shopping

The shift from occasion-based to want-based shopping is also a hallmark of Gen Z and Gen Alpha’s buying habits. Amit Kothari, Head of Marketing, H&M, remarked, “It’s really no longer about specific occasions, as we are moving from need-based shopping to want-based shopping. Audiences are looking for fashion they can wear toNaresh Gupta specific occasions like parties or gatherings, and Gen Z and Gen Alpha are also looking for affordable fashion.”

This trend has led brands to offer more versatile collections that resonate with the spontaneous buying habits of these younger generations. “We’re trying to bring in collections that fit well with Gen Z audiences, offering great fashion at a great price,” Kothari added.

Digital-Native Buying Patterns

As digital natives, Gen Z and Gen Alpha are more influenced by trends on platforms like Instagram, TikTok, and Pinterest than traditional festive ads. Raghav Bagai, Co-Founder, Sociowash, pointed out, “Festivals are a minor trigger, but not the biggest one. Gen Z and Gen Alpha shop more often throughout the year, not waiting for key occasions. The bigger occasions now are the sale periods of brands, which are spread across the year.”

These generations are highly influenced by personalized digital experiences. Utsav Malhotra, COO, Noise, elaborated, “While festivals continue to hold the same high-spirit cultural significance for Gen Z and Gen Alpha, their shopping habits have evolved beyond traditional triggers. As digital natives, a third of online shoppers are part of Gen Z, and they are heavily influenced by online trends and personalized experiences. Despite their modern preferences, these younger generations still look forward to festive offers and sales, making these seasons a crucial period for brands to align their discounts with consumer expectations. Gen Z values authenticity and is drawn to brands that engage with them in an organic and genuine way, while Gen Alpha is adept at using technology to entertain, educate, and communicate.”

“Today, younger generations use their own language and tech to communicate, engage, and express. Both generations strongly believe in inclusivity, compassion, and equality. At Noise, when we say we are a consumer-first brand, we believe in creating everything that is meaningful for them – whether it is a product or an engagement. This festive season, brands must leverage their authentic language and digital platforms to communicate, engage, and personalize experiences for these audiences,” he further added.

The Role of Inclusive and Affordable Fashion

Inclusivity and affordability play a crucial role in how brands connect with Gen Z and Gen Alpha. Amit Kothari highlighted, “We stand for liberating fashion for men, making it inclusive rather than exclusive. We reach out through digital channels because we know Gen Z and Alpha spend a lot of time there, engaging them where they want to interact with the brand.”

This focus on inclusivity is echoed by brands like SNITCH, which offer collections that appeal to both festive and everyday wear. Chetan Siyal said, “For younger audiences, festivals are moments to showcase individuality through fashion and unique celebrations. This shift has encouraged brands like SNITCH to offer versatile, trendy pieces that can be styled for both festive and everyday wear.”

Evolving Festive Campaigns

Brands are adapting their festive campaigns to engage these younger audiences through visually engaging and socially conscious content. According to Raghav Bagai, “Most brands have still not evolved to really connect with GenZ and Gen Alpha. Having said that, some new age brands like Zepto, Zomato, etc., have been able to capture the pulse of the TG better focusing on the fun and lighter aspects of how festivals are being celebrated currently by the TG.”

The key to engaging Gen Z and Gen Alpha, according to Amit Kothari, lies in tailoring brand engagement. “How we bring to life the engagement with the brand and audience is super important,” he said, adding, “We focus on reaching them through digital channels and creating an interactive experience.”

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