author(s)
M Manikandan and Madhubala V

abstract
This study examines the impact of seasonal sales on online shopping trends in India, focusing on two major e-commerce platforms: Amazon and Flipkart. With the rise of digital commerce, understanding consumer behavior during peak sales periods is crucial for businesses to optimize strategies. We analyze data from major sales events, including Diwali and Independence Day sales, to assess changes in consumer purchase patterns, average transaction values, and category-wise sales performance. Utilizing the mixed-methods approach, we combine quantitative sales data analysis with qualitative insights from consumer surveys. Preliminary findings indicate significant spikes in consumer engagement and purchasing frequencies during seasonal sales, driven by promotional offers and discounts. The study highlights the importance of marketing strategies, the role of social media in driving traffic, and the effectiveness of personalized recommendations. Additionally, we explore demographic factors influencing shopping behavior, revealing notable differences in preferences among age groups and regions. The research concludes with actionable insights for e-commerce platforms to enhance customer experience and maximize sales during critical periods, while also addressing potential challenges such as inventory management and customer service during high-demand phases. This study also contributes to the broader understanding of e-commerce. Dynamics in the rapidly evolving Indian market.