Bangalore: This festive season, Artificial Intelligence (AI) isn’t just enhancing shopping—it’s redefining it. According to the Marketer’s Guide to India’s Festive Season 2025 report by InMobi Advertising and Glance, nearly eight in ten Indian consumers (79%) now actively seek AI-powered shopping recommendations to guide purchases, personalize experiences, and discover new products.
The study reveals festive buying sentiment is at an all-time high. A massive 83% of shoppers plan to spend more this year than in 2024, with average festive budgets expected to exceed ₹23,000. Online continues to dominate, with 64% of consumers making all their festive purchases digitally, while 83% research extensively online before finalizing buys. Notably, three in four shoppers prefer saving offers in apps to revisit later, signaling the importance of continuous engagement.
AI-led shopping experiences are shaping how, when, and where consumers shop. From contextual product suggestions and voice search to virtual try-ons, these features are driving confidence and convenience. In fact, 87% of respondents favour virtual try-ons, while 88% welcome AI-driven festive inspiration on their lock screens. Furthermore, 92% of consumers are more likely to purchase from brands that show up consistently across multiple touchpoints.
“This festive season, AI is on the frontline, shaping every shopper interaction,” said Kunal Nagpal, Chief Business Officer, InMobi Advertising, and Glance. “When consumers see the same brand story and personalised offers across their lock screen, social feed, and shopping app, it doesn’t just catch their eyes, it cements trust and drives action. Consistency across channels isn’t just good marketing anymore; with AI, it’s the fastest route from awareness to conversion.”
The report identifies apparel (63%), beauty and wellness (42%), and home décor (40%) as the top festive purchase categories this year. The golden activation window for campaigns remains two to four weeks before major festivals, making timing a crucial factor for brands.
Performance insights from the 2024 festive season underline the effectiveness of digital-first, AI-powered campaigns. Full-screen playable ads delivered 1.5x higher click-through rates, Connected TV banners drove 1.3x higher engagement, and Glance lock-screen ads boosted impressions by over 200% for e-commerce and quick commerce brands.
Through the combined power of InMobi and Glance’s ecosystem, brands can engage consumers across every stage of the shopping journey—lock screens, commerce apps, connected TVs, and the open internet—delivering native, shoppable experiences that seamlessly convert festive inspiration into instant action.
The Marketer’s Guide to India’s Festive Season 2025 is based on an on-device consumer study conducted between July 11 and July 14, 2025, with 1,033 respondents across Android and iOS, representing a balanced mix of age groups, genders, and demographics.
