Meta has unveiled its 2025 Digital Utsav Festive Playbook, offering insights into how Indian consumers are increasingly leveraging AI, creators, and short-form video content to guide their festive purchases. Developed in collaboration with IPSOS, the report underscores the evolving consumer behaviour during India’s peak shopping season.
Key findings from the study reveal that 80% of festive shoppers used Generative AI for gift research and inspiration, while smartphones remain central, with nine out of ten consumers relying on mobile devices for festive purchases. Quick commerce is also gaining traction, with 45% of shoppers, particularly those aged 25–34, opting for rapid delivery apps.
Short-form videos, particularly Reels, have emerged as influential shopping tools, especially in categories like apparel and fashion. The report highlights that 65% of festive shoppers engaged with Meta apps, with Reels and personalized ads driving discovery and purchase decisions. Nearly half of consumers follow creators for guidance, and over 30% rely on creator reviews and buying guides to make informed decisions.
“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,” said Arun Srinivas, Managing Director & Country Head, Meta India.
The playbook also highlights distinct shopping patterns across consumer groups:
Gen Z (18–24 years) prioritizes discounts and promo codes.
Tier 2/3 city consumers adopt a blend of online and offline shopping, with 63% using local e-commerce platforms.
Mothers are highly active shoppers, with 44% making festive purchases via Meta platforms and frequently using messaging apps to complete transactions.
Meta’s 2025 Digital Utsav Playbook offers brands and businesses valuable insights to navigate the dynamic festive shopping landscape, leveraging AI, creators, and short-form content to engage India’s evolving consumer base.
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