Meta study reveals how AI, reels and creators are reshaping festive shopping in India

Meta has unveiled its 2025 Digital Utsav Festive Playbook, shedding light on the evolving landscape of festive shopping in India. The report, developed in collaboration with IPSOS, illustrates a significant transformation in consumer behavior, particularly during the peak shopping season. According to the findings, a remarkable 80% of festive shoppers are leveraging Generative AI to explore gift ideas and gather inspiration. Smartphones play a pivotal role in this shift, with 90% of consumers relying on mobile devices for their holiday purchases. Rapid delivery services are also gaining popularity, with 45% of shoppers opting for quick commerce apps, especially among those aged 25 to 34. The report emphasizes the growing significance of Reels in the shopping experience, particularly in fashion and apparel categories. Notably, 65% of festive shoppers engage with Meta's platforms, with Reels and personalized advertisements proving to be the most impactful. Almost half of the shoppers follow content creators for advice, while over 30% depend on creators’ reviews and buying guides to find the best deals. Arun Srinivas, Managing Director & Country Head of Meta India, remarked, "Today, shoppers are turning to AI for inspiration, creators for credibility, and Reels for discovery. Our goal at Meta is to empower businesses to adapt to these shifting consumer expectations through innovative tools and solutions." The playbook also reveals distinct shopping patterns among various demographics: Gen Z (18–24 years) is especially focused on discounts and promotional codes, while consumers from Tier 2 and 3 cities are seamlessly blending online and offline shopping, with 63% utilizing local e-commerce platforms. Additionally, mothers stand out as a highly engaged demographic, with 44% making festive purchases through Meta's platforms and regularly using messaging apps for shopping.