This Mother's Day, India's smaller cities emerged as key drivers of online consumer trends, with a surge in demand for affordable fashion and lifestyle products. A report by e-commerce platform Snapdeal highlights the growing influence of aspirational consumers beyond metropolitan areas, reshaping the landscape of online retail.
Emerging Markets Lead Consumer Trends
Between May 1 and May 10, 2026, over 80% of orders in women-focused categories originated from non-metro cities. Lucknow, Jaipur, Kanpur, Ludhiana, Indore, Surat, Bhopal, and Dehradun were among the leading contributors to this significant shift. These value-conscious buyers showed a strong inclination towards trendy purchases, reflecting the broader consumption momentum noted in the Economic Survey 2025–26.
Affordable Fashion and Lifestyle Products Popular
Women’s ethnic wear, handbags, fashion jewellery, watches, and footwear were among the most popular choices during the Mother's Day shopping period. More than 80% of these purchases were made at price points below ₹499, underscoring the widespread appeal of value-fashion. Shoppers prioritized stylish and trendy items while maintaining affordability, especially for occasion-based events.
On Mother’s Day itself (May 10, 2026), four out of the top five most searched keywords on Snapdeal were directly related to women-focused products, including women’s tops, kurta sets, sarees, and watches, indicating strong consumer interest in these segments.
Snapdeal CEO on Growth from Non-Metros
Achint Setia, CEO of Snapdeal, commented on the findings: “The Mother’s Day trends reflect how consumers across emerging centres are becoming increasingly active during new shopping occasions. The next phase of India’s consumption growth is increasingly being driven by aspirational shoppers in emerging markets, where ecommerce is enabling wider access to trend-led categories.”
The report emphasizes the critical role of smaller cities in fueling India's e-commerce expansion, particularly in fashion and lifestyle sectors where affordability and trend-driven choices continue to shape purchasing patterns and contribute to national economic growth.