As the festive season approaches, consumers are gearing up for their holiday shopping, and advertisers have a unique opportunity to tap into this growing demand. The Integral Ad Science Holiday Buying India Report 2024 provides insights into how Indian consumers plan holiday purchases and how brands can align their strategies to maximize success. It also seeks to understand how consumers factor in digital advertising when purchasing products and they perceive ads next to the content they are viewing online.
This report highlights the growing reliance on e-commerce and the importance of contextually relevant advertising. With 93% of consumers finding online ads essential for discovering new products, brands have a significant opportunity to reach engaged buyers through targeted digital campaigns.
The survey reveals that 89% of consumers intend to begin their year-end holiday shopping before November, with 88% planning to increase their budgets, and 79% opting for online shopping, predominantly through mobile devices.
However, consumers are approaching their holiday shopping more intentionally this year due to inflation and rising prices with 59% of consumers planning to start their holiday shopping earlier to dodge high prices, 58% intend to focus more on sales and discounts, while 32% aim to reduce the number of gifts they purchase this year due to rising costs.
Large opportunity for advertisers to reach consumers on digital sites and consumers more open to online ads during the festive buying season:
Advertisers should seize the opportunity to connect with consumers this holiday season, as 52% are more receptive to online ads. Additionally, with 79% planning to shop online, there are greater chances for advertisers to promote their products effectively in the digital space rather than in stores.
Advertisers can capitalize on consumers’ reliance on online ads during holiday shopping, with 93% indicating that such advertising is crucial for discovering new products and promotions, and 95% finding it helpful for easily locating items that fit their shopping needs and budget.
Online ads are viewed as an effective tool for researching and finding gifts during the holiday season, with 54% of consumers believing they reduce the stress of product searches, and 55% stating that these ads save them time when researching gifts.
Advertisers should leverage contextually relevant ads on reputable sites to better meet consumer needs, as 54% of consumers find online ads that align with the content they’re engaging with to be helpful, while 52% appreciate product recommendations based on past purchases, and 49% prefer ads on safe and trustworthy platforms.
