Fynd festive report: half of online fashion orders under Rs 1,000
By Simran KaurFashion Writer, Peepals Shakti
Representative image: geralt / Pixabay
Fynd's Festive Season Report 2026 found 50.1% of festive online fashion orders were under Rs 1,000, discounts averaged 46% and footwear led with 52.7%.
What Happened
Half of all online fashion orders placed in India during the 2026 festive season were priced below Rs 1,000, according to the Festive Season Report 2026 released this month by the commerce company Fynd. The report, based on orders for more than 65 fashion brands selling on eight large marketplaces in September and October 2026, found that 50.1% of orders fell under that price, that average discounts rose to 46% from 34% a year earlier, and that footwear overtook clothing as the biggest category, with 52.7% of orders.
Key Facts
- 50.1% of festive online fashion orders in the sample were priced below Rs 1,000, according to Fynd.
- The sample covered more than 65 brands across eight marketplaces, including Myntra, Flipkart, Amazon, AJIO, Nykaa and JioMart, for September and October 2026.
- Average festive discounts rose to 46% in 2026 from 34% in 2025.
- Footwear made up 52.7% of orders and 58.4% of sales value; its share of orders was about 33% in 2025, according to most reports of the study.
- Clothing's share of orders fell to 34.5% from 48%.
- Myntra had 40.4% of festive orders and Flipkart 36.4%; AJIO had 7.3%, Amazon 5.5% and JioMart 3.8%, according to one report of the study.
- Tier 2 cities' share of orders rose to around 35% from 19% in 2025.
Why It Matters
The festive weeks of September and October, which the report covers, are a peak selling period for fashion brands. What sells in these weeks shapes brands' production plans, discount strategies and choice of marketplaces for the year ahead. Fynd's numbers suggest that the festive shopper of 2026 was looking hard for value: half the orders were small-ticket purchases, and brands had to offer deeper discounts than the year before to win them.
The shift towards footwear is the most striking finding. A category that had about a third of orders in 2025 took more than half in 2026, and it brought in an even larger share of the money. Clothing, traditionally the core of festive fashion buying, fell to about a third of orders. The report does not say why, and Peepals does not speculate, but for designers and small labels the figures are a reminder that festive demand can move quickly between categories.
The geographic spread matters too. According to the report, tier 2 cities placed around 35% of orders, up from 19% a year earlier. Combined with the larger share of orders under Rs 1,000, this points to online fashion reaching beyond the big metros, at lower price points. The report covers a sample of brands that work with Fynd, not the whole market, so its percentages describe that sample rather than all online fashion sales in India.
Peepals calculation: Myntra and Flipkart together held 76.8% of orders in the sample (40.4 + 36.4), down from 89% in 2025, a fall of 12.2 percentage points. AJIO, Amazon and JioMart together took 16.6% (7.3 + 5.5 + 3.8). Footwear's share of orders rose by about 19.7 points (52.7 minus 33), while clothing's fell by 13.5 points (48 minus 34.5). The average discount went up 12 points, from 34% to 46%. Our calculation from the reported figures.
| Measure | 2025 | 2026 |
|---|---|---|
| Average festive discount | 34% | 46% |
| Footwear share of orders | about 33% | 52.7% |
| Clothing share of orders | 48% | 34.5% |
| Tier 2 share of orders | 19% | about 35% |
| Myntra and Flipkart combined | 89% | 76.8% |
Impact
Short-term: Brands reviewing their festive results have evidence that lower price points, deeper discounts and footwear drove volume in 2026, and that smaller marketplaces gained share in the sample.
Long-term: If the pattern holds, fashion businesses may plan more products under Rs 1,000, give footwear and accessories more weight, and sell across more marketplaces instead of relying on one or two.
Who is affected: Fashion and footwear brands selling online, designers and small labels planning next year's festive collections, marketplace sellers in tier 2 cities, and shoppers who have come to expect deep festive discounts.
Key Takeaway
Fynd's Festive Season Report 2026 found that half of festive online fashion orders in its sample were under Rs 1,000, discounts averaged 46%, and footwear overtook clothing with 52.7% of orders.
Questions and Answers
What share of festive online fashion orders in 2026 were below Rs 1,000?
50.1%, according to Fynd's Festive Season Report 2026, which studied orders for more than 65 brands across eight marketplaces in September and October 2026.
What was the average festive discount on fashion in 2026?
Fynd's report puts the average festive discount at 46% in 2026, up from 34% in 2025.
Did footwear sell more than clothing online this festive season?
Yes, in Fynd's sample footwear made up 52.7% of orders and 58.4% of sales value, while clothing's share of orders fell to 34.5% from 48%.
Which marketplace had the most festive fashion orders in 2026?
Myntra, with 40.4% of orders in Fynd's sample, followed by Flipkart with 36.4%; AJIO had 7.3%, Amazon 5.5% and JioMart 3.8%, according to one report of the study.
Disclaimer: Prepared by the Peepals newsroom from publicly available sources with AI assistance. Information is accurate to the best of our knowledge at the time of publication and may change. Images may be representative. Not professional advice. Report an error via our contact page.
By Simran Kaur, Fashion WriterCovers Fashion and more for Peepals Shakti. All stories by Simran Kaur
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Simran Kaur is a pen name of the Peepals Global Editorial Team, which researches, fact-checks and publishes every story. The portrait is an illustration.
