Online Shopping Frenzy — A Beautiful Deception?
Think Before You Click ‘Buy Now’

India, known as the land of festivals and celebrations, has always embraced joy, family gatherings, and social bonding through its traditional festivities — be it Diwali, Eid, Christmas, or Holi. In earlier days, festival shopping meant bustling markets, friendly bargaining, and supporting local shopkeepers — an experience that blended commerce with culture.

But in the past decade, a new kind of festival has emerged — one that isn’t tied to any calendar, religion, or tradition. It begins when a global e-commerce giant decides to announce it. The “Great Indian Festival” and “Big Billion Days” have become modern digital carnivals, flooding our phone screens with irresistible offers, lightning deals, and eye-catching banners claiming up to 80% off. These corporate festivals, driven by multinational capital, have successfully turned the middle-class Indian consumer into their prime audience.

Interestingly, these online sales create a sense of artificial unity. In a country often divided by religion, politics, and language, everyone seems to come together — not for a cause, but for a discount. A Hindu youth in Delhi, a Muslim girl in Bengaluru, and a Christian family in Kerala may all be eagerly waiting for the same smartphone offer. For a brief moment, religion, caste, and ideology blur into one shared identity — that of the consumer. But behind this feel-good illusion lies a powerful psychological play.

Experts say these e-commerce platforms operate on sophisticated algorithms and behavioral science to exploit human emotions — especially the fear of missing out (FOMO). Messages like “Only two left in stock!” or “Offer ends in 10 minutes!” are designed to trigger anxiety and urgency. Many buyers, under this digital pressure, end up purchasing things they don’t need — and often with money they can’t comfortably spare.

The illusion of “saving” often hides the truth of overspending. Consumers proudly believe they are grabbing great deals, but in reality, they are being drawn into a carefully constructed web of impulsive buying. The impact goes beyond individuals. Economists warn that this spending shift is draining money away from small local traders and sending it straight into the hands of a few large corporations, widening the gap between global capital and India’s traditional markets.

However, experts believe that completely boycotting online shopping is neither realistic nor necessary. Instead, they urge consumers to become aware buyers rather than emotional shoppers.

Consumer experts suggest a few simple steps:

• Plan before you buy: Make a list of what you genuinely need before the sale begins — and stick to it.
• Use the 24-hour rule: If tempted by a flashy offer, add the item to your cart and wait a day. In most cases, the impulse will fade.
• Check real prices: Compare past prices on multiple platforms before believing a “70% off” tag.
• Read the fine print: Watch for hidden delivery charges, EMIs, or service fees.
• Respect your hard-earned money: Ask yourself whether another gadget or outfit is worth an extra EMI or lost savings.

As the next round of online “festivals” approach, consumers are being reminded to shop smartly — to enjoy the experience without falling prey to manipulation.

In the age of digital consumerism, the smartest celebration may not be about how much you buy — but how wisely you spend.

The opinions expressed by the writer are personal and do not necessarily reflect the views of this publication.

By Jameel Ahmed Milansar, Bengaluru

Source: Haqeeqat Time ( Translate in english)