Indian Retailers Kick Off Early Summer Sales Amid Cooling Consumer Spend

Indian Retailers Respond to Cooling Demand
Major Indian apparel retailers, including H&M, Marks & Spencer, and Reliance Brands, have begun their summer-end sales in mid-June—around one to two weeks earlier than usual. This shift reflects a strategic move to clear unsold inventory and respond to weakening discretionary spending among consumers.

Changing Consumer Priorities
A growing number of consumers are now prioritizing travel and other experiences over shopping for apparel. This shift in behavior has pressured brands to introduce steeper discounts and more aggressive promotional strategies to maintain store traffic and sales.

Retailers Adapt Strategies to Stay Competitive
DLF Retail has observed strong early summer sale momentum in key locations like Delhi-NCR, largely driven by sharper markdowns. Brands under Ace Turtle, including Lee and Wrangler, have aligned their sale periods with global retail trends to stay competitive.

E-commerce Leads the Charge
Online retailers such as Myntra and Ajio kicked off their sales in late May, attracting a surge in orders and continued growth in customer acquisition. The rise of year-round online sales has forced brick-and-mortar stores to shorten their sale periods and maintain a fresher product mix throughout the year.

Government Incentives Could Boost Spending
With the government’s fiscal measures—such as tax relief for middle-income earners and interest rate cuts—retailers are optimistic about a potential resurgence in consumer spending as the country heads toward the Diwali season.

Retail Outlook
Retailers are cautiously hopeful. Early sales are helping manage excess inventory, but the ultimate focus remains on a strong finish to the year. By adapting to changing consumer behavior and macroeconomic signals, India’s retail sector is preparing for what could be a more promising second half of 2025.

Photo: AP Photo/Ohad Zwigenberg

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