LUCKNOW, Sept. 5 -- Luxury beauty, jewellery, and watches are driving festive shopping in Lucknow this season, according to Amazon. The company reported a 30% year-on-year rise in luxury beauty sales, led by premium attar gift collections and international labels. Jewellery sales were up 20%, with strong demand for polki, pearl, and designer pieces, while gold-tone dress watches also saw a notable surge. "Customers in Lucknow are embracing premium fashion and beauty this festive season. Our tech-led features like 'wear-it-with' styling suggestions, virtual try-on, and skincare analyser are making festive shopping more personalised and convenient," said Nikhil Sinha, director, Amazon Fashion. While premium fashion categories are surging, Lucknow customers continue to spend heavily on smartphones, consumer electronics, home and kitchen items, groceries, and daily essentials -- categories that remain among the most popular on the platform, according to a press note At the same time, budget-led shopping is shaping festive choices. Amazon Bazaar has seen a 35X growth in orders. Apparel is leading this surge, with kurtis up 25X, men's shirts up 12X, and home decor up 10% year-on-year. "The response in Lucknow towards value-led and budget-friendly products reflects how customers are celebrating smartly with affordable yet quality choices," said Sameer Lalwani, product and business head, Amazon Bazaar. Amazon said over two lakh sellers and 56,000 local shops from UP are active on its platform. Programmes like Karigar, Saheli, and Launchpad are supporting artisans, women entrepreneurs, and emerging brands....