Festive shopping: 80% using Gen AI for research, says Meta report

As India enters the peak festive shopping season, Meta has launched ‘The 2025 Meta Digital Utsav’, a Festive Playbook designed to guide brands and marketers with strategies to build campaigns that connect with consumers and deliver business impact.

Drawing insights from a new Meta-commissioned study by IPSOS, the Playbook explores how consumer behaviour is evolving during the biggest shopping moment of the year, as it brings together culture, commerce, and community at scale. Revealing how Indian consumers are turning to AI-powered tools, short-form video, and trusted creators to guide their purchase decisions, the playbook provides insights that empower brands and marketers to capture this opportunity.

The Playbook also highlights that the Indian festive season is long - starting in July-August, and concluding with New Year’s Eve. This implies that brands have multiple opportunities to connect with their consumers beyond Diwali.

As online and offline channels continue to converge, the study highlights that Meta’s influence on purchases has been higher than traditional mediums, with its platforms driving 65% of festive season shopping engagement across discovery (49%), evaluation (44%), and purchase (39%). The study also shows that personalized content is a game-changer for festival shoppers—77% say a personalised ad on Meta platforms inspired their purchase.

Said Arun Srinivas, Managing Director & Country Head, Meta (India), “The festive season in India is a key moment for businesses, and as consumers become more discerning, brands have to stand out by using technology, creativity, and mobile-first experiences. Today, shoppers are turning to AI for inspiration, creators for credibility, and Reels for discovery. At Meta, our focus is on enabling businesses to meet these changing consumer expectations with innovative tools and solutions that help them engage meaningfully, build trust, and drive growth this festive season and beyond.”

This festive season, Reels and creators aren’t just shaping shopping habits – they’re redefining how consumers discover, evaluate, and choose what to buy. For brands, partnering with trusted creators and leveraging engaging formats like Reels is now essential to connect with today’s festive shoppers.

A new wave of festive shopping is here, powered by the dynamic influence of Reels and creators on Meta platforms.

• Reels: The Go-To for Fashion and Festive Finds: Shoppers are turning to Reels as their top choice for discovering the latest trends, exclusive offers, and gift ideas. In categories such as apparel and fashion, Reels have emerged as the most engaging and influential format, making it easier for consumers to stay updated and make informed purchases.
• Creators: The New Standard for Trust and Influence: The role of creators has never been more pivotal. Nearly half of festive shoppers now follow influencers or creators, and two-thirds say brands that collaborate with credible creators earn their trust. Creator-driven content is helping shoppers uncover the best deals, with over 30% relying on creator reviews and buying guides to make confident decisions.