The festive season represents one of the most significant periods for retail businesses in India, characterized by increased consumer spending and intensified marketing activities. Retailers implement various festive season marketing strategies, including discounts, promotional offers, social media campaigns, influencer marketing, festive-themed advertising, loyalty programs, and in-store experiences to influence consumer purchase decisions. This study examines the impact of festive season marketing strategies on consumer purchase decisions in local retail markets with special reference to Nagpur City. The research adopts a quantitative approach using primary data collected through a structured questionnaire from 200 consumers residing in Nagpur. The findings indicate that festive marketing strategies significantly influence consumer purchasing behavior. Discounts and promotional offers emerged as the most influential factor, followed by digital marketing, festive atmosphere, and social influence. The study highlights the importance of integrating both traditional and digital promotional techniques to maximize consumer engagement during festive periods. The research offers practical implications for local retailers to develop effective festive marketing strategies and enhance sales performance.

Romansh Tirthraj Narnaware, Dr. Atul B. Tekade, "Impact of Festive Season Marketing Strategies on Consumer Purchase Decisions in Local Retail Markets: Evidence from Nagpur City" International Journal of Scientific Research and Engineering Development, V9(5): Page(1634-1641) September - October 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.