For years, India's consumption story has been anchored around festivals. Diwali, Eid and Christmas have long been both cultural and economic milestones, moments when optimism and spending converge to light up balance sheets. Yet, beneath these seasonal surges, a deeper shift has taken root. PRICE's ICE 360° Survey shows that more than 60% of urban discretionary spending now takes place over weekends. The traditional spikes of the festive calendar are being replaced, or rather reinforced, by a weekly consumption surge that repeats 52 times a year. What was once a concentrated festival phenomenon is now a recurring rhythm of aspiration.