Swipe, Spend, Repeat: Youth Drive Kashmir’s Consumption Shift
Srinagar, Feb 19: Shopping habits in urban Kashmir are undergoing a marked shift, with aspiration increasingly guiding consumer choices over the basic necessities. From premium smartphones and branded fashion to online impulse purchases, young consumers are reshaping retail trends, reflecting changing lifestyles, digital exposure and evolving social expectations across the Valley.
Retailers say the change has become more pronounced over the past few years, particularly among younger buyers who are more brand-conscious and comfortable with higher spending.
At a Samsung store in Srinagar, Asif, a sales executive, says demand for high-end gadgets has surged.
“Customers often choose premium smartphones not just for features but for the satisfaction of owning them. Some buyers opt for expensive phones through EMIs even when affordability is a concern,” he says, pointing to aspiration-led consumption.
He adds that trend-driven pressure plays a significant role. “Many young people feel compelled to keep up with trends. They should be careful not to burden their families just to project a certain image,” he says.
A similar pattern is visible in fashion retail. Lalit Bhat, manager at a Crocs outlet in a popular city mall, says Generation Z makes up a large share of customers. “Young buyers are comfortable purchasing expensive footwear. Demand for branded products has remained steady, and sales have risen significantly since we opened,” he notes.
At a Tommy Hilfiger store, manager Adil Nabi says fashion awareness among urban youth has grown sharply. “Kashmiri customers, especially the younger generation, are more inclined towards branded clothing and follow global fashion trends,” he says.
The shift is not limited to brick-and-mortar stores. Online shopping has further accelerated changes in buying behaviour. Increased internet penetration, digital payment options and aggressive marketing have made e-commerce central to youth consumption. Social media platforms, particularly Instagram, play a decisive role in shaping preferences.
Many young consumers now browse products online, compare prices and wait for flash sales or festive discounts. Influencer promotions and targeted advertisements frequently trigger unplanned purchases.
Areeba, a 20-year-old college student from Srinagar, says social media significantly influences her buying decisions. “Online shopping gives more options and better discounts. Influencers introduce us to new brands, and sometimes you end up buying things you didn’t plan to,” she says, adding that owning premium products boosts confidence.
She acknowledges that instalment-based payments make expensive purchases easier.
“EMIs make it manageable in the short term. Otherwise, paying a lump sum would be difficult,” she says.
Retail employees also note a growing trend of customers examining products in-store before purchasing them online at lower prices. The rise of EMIs and ‘Buy Now, Pay Later’ schemes has blurred the line between affordability and aspiration, particularly for students and first-time earners.
For parents, the evolving consumer culture evokes mixed emotions. Abdul Rashid, a government employee and father of two teenagers, says expectations have changed dramatically. “Earlier, we bought things when they were needed. Now children want branded shoes, costly phones and the latest clothes,” he says. “We often agree so they don’t feel left out, but it does put pressure on household finances.”
He believes social comparison, amplified by social media, is driving demand. “Children see what their peers have, and that creates competition. Parents feel that pressure too,” he adds.
As aspiration-driven spending gains ground, retailers see opportunity, while families grapple with the financial and social implications of a rapidly evolving consumer landscape.
By: Faria Bhat
