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Abstract
The fifth largest economy in the world with high level of disposal income in the hands of young generation with further convenience of goods and services at a click have accelerated the spending rate to manifold in the materialistic things. This has further boosted by the credit availability provided by the banks and financial institutions for the purchase of goods and services. The consumers not only from the metro but also from non-metro cities are using these e-commerce sites for their general to specific needs. To further expedite their business these online shopping portals are coming with flash sales especially during the festival seasons. This paper is an attempt to further establish a research interstice by stating different research work taken by researchers on Impact of online Flash sales on Consumers all over the globe. This paper focuses on understanding the consumer behavior during flash sales by an extensive study of appropriate literature.