Meta’s 2025 Digital Utsav Festive Playbook highlights the shift in Indian consumer behavior during festive shopping, emphasizing the reliance on AI, creators, and short-form videos. The IPSOS study reveals that 80% of shoppers use Generative AI for gift idea searches, with 90% relying on smartphones for purchases. Quick commerce is surging, especially among 25-34-year-olds, with 45% opting for rapid delivery apps. Reels are pivotal for shopping, particularly in fashion, influencing 65% of engaged shoppers as they follow creators and rely on their reviews. Gen Z consumers prioritize discounts, while shoppers in Tier 2 and Tier 3 cities mix online and offline methods. Notably, 44% of mothers make purchases via Meta platforms, showcasing the impact of mobile and social media on holiday spending. Arun Srinivas of Meta (India) emphasizes the importance for brands to leverage creativity and technology to adapt to these evolving consumer expectations for successful engagement this festive season.
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