Mumbai: As India enters its peak festive shopping season, Meta has unveiled The 2025 Meta Digital Utsav — a Festive Playbook designed to guide brands and marketers on how to build impactful campaigns that resonate with evolving consumer behaviors.
Drawing insights from a new Meta-commissioned study by IPSOS, the Playbook reveals how Generative AI, short-form video, and trusted creators are transforming festive shopping journeys for millions of Indians. With culture, commerce, and community converging during this season, the insights are set to help businesses tap into the country’s biggest shopping moment of the year.
The study finds that 80% of festive shoppers used Generative AI for gift ideas and inspiration, while 65% turned to Meta apps, with Reels and personalized ads playing a central role in shaping buying decisions. Nearly half of festive shoppers cited creator content as the most helpful for discovering deals, with more than 30% relying on reviews and guides on Meta.
Arun Srinivas, Managing Director & Country Head, Meta (India), said, “The festive season in India is a key moment for businesses, and as consumers become more discerning, brands have to stand out by using technology, creativity, and mobile-first experiences. 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 that help them engage meaningfully, build trust, and drive growth this festive season and beyond.”
Reels and Creators at the Forefront
The Playbook underscores the growing power of short-form video and influencer content.
- Reels have emerged as the top discovery format for festive shoppers, particularly in fashion and apparel, helping consumers stay updated on trends and exclusive offers.
- Creators are now a central source of trust and influence, with two-thirds of shoppers saying that brands collaborating with credible creators are more trustworthy.
New Trends Defining Festive Shopping
- GenAI at the center: Over 80% of consumers used AI to generate inspiration and ideas.
- Mobile-first shopping: 9 in 10 consumers used smartphones as their primary shopping device.
- Conversations on Meta platforms: 78% of festive shopping conversations took place on WhatsApp and other Meta apps.
- Quick commerce: 45% of shoppers, especially in the 25–34 age group, relied on quick commerce for festive purchases.
Spotlight on Shopper Segments
- Gen Z: Highly price-sensitive, leaning on Meta apps for discounts, offers, and promo codes.
- Tier 2/3 Cities: Blending offline habits with digital adoption, 63% used local e-commerce platforms.
- Mothers: 44% made festive purchases on Meta platforms, actively engaging via messaging and mobile commerce.
The Playbook emphasizes that India’s festive season is no longer confined to Diwali alone, but spans from July-August through New Year’s Eve, offering multiple touchpoints for brands.
By leveraging personalized ads, dynamic catalogs, and interactive formats like Reels, Stories, and Live Shopping, Meta suggests that businesses can create deeper connections during this long, high-intensity shopping cycle.
Ultimately, festive shopping in India has become a connected, personalized, and tech-enabled journey — one where AI sparks inspiration, creators build credibility, and Reels drive discovery.
