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@article{184917,
        author = {Kanika and Dr. Rashi Malik},
        title = {The Impact of E-commerce Festival Discounts on Small Retailers: A Microeconomic Perspective},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {4},
        pages = {3734-3735},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=184917},
        abstract = {This paper examines the effects of e-commerce festival discounts on small retailers in India, focusing on microeconomic dynamics. Drawing from recent examples such as the Amazon Great Indian Festival 2024 and Flipkart’s Big Billion Days, the paper explores how aggressive online discounting affects consumer behavior, price competition, and the survival of traditional kirana shops. The analysis reveals both positive outcomes—digital adoption, enhanced consumer surplus, and gig economy job creation—and negative effects, particularly the challenges faced by small retailers. Recommendations for balanced policies are provided.},
        keywords = {E-commerce, Festival Discounts, Small Retailers, Microeconomics, India},
        month = {September},
        }