Meta has launched its 2025 Digital Utsav Festive Playbook, highlighting how Indian consumers are turning to AI, creators, and short-form video content to guide their festive purchases. The report, created with insights from IPSOS, outlines the shift in consumer behaviour during the country’s peak shopping season.

According to the study, 80% of festive shoppers used Generative AI for gift research and inspiration. Smartphones are at the centre of this trend, with nine out of ten consumers relying on mobile devices for festive purchases. Quick commerce is also on the rise, with 45% of shoppers opting for rapid delivery apps, particularly among the 25–34 age group. Advertisement

Reels have emerged as a major shopping tool, especially in categories like apparel and fashion. The report notes

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