As the festive shopping season begins in India, a new initiative known as ‘The 2025 Meta Digital Utsav’ has been launched. This Festive Playbook aims to provide brands and marketers with strategic guidance to craft campaigns that effectively engage consumers and drive business results during this peak shopping period.
The foundation of this initiative is a comprehensive study conducted by IPSOS and commissioned by Meta. This study offers insights into the evolving consumer behavior during the most significant shopping event of the year, which seamlessly integrates elements of culture, commerce, and community. The Playbook highlights how Indian consumers are increasingly utilizing AI-powered tools, short-form videos, and content from trusted creators to make informed purchasing decisions. These insights are designed to help brands and marketers capitalize on these opportunities.
The study further emphasizes the integration of online and offline shopping channels, revealing that Meta’s platforms have a greater influence on consumer purchases compared to traditional media. Specifically, these platforms are responsible for 65% of the engagement during the festive shopping season, with 49% of consumers discovering products, 44% evaluating them, and 39% making purchases. Personalized content is identified as a crucial factor, with 77% of shoppers indicating that personalized advertisements on Meta’s platforms influenced their purchasing decisions.
The Playbook also notes the extended nature of the Indian festive season, which begins in July-August and concludes with New Year’s Eve, providing brands with numerous opportunities to engage with consumers beyond the traditional Diwali period.
Arun Srinivas, Managing Director and Country Head of Meta in India, emphasized the importance of this period for businesses. He noted that as consumers become more discerning, brands must leverage technology, creativity, and mobile-first experiences to stand out. Today, shoppers are increasingly turning to AI for inspiration, creators for credibility, and Reels for discovery. Meta is focused on equipping businesses with innovative tools and solutions to help them meet evolving consumer expectations, engage meaningfully, build trust, and drive growth during the festive season and beyond.
Reels and Creators are Redefining Shopping
This festive season marks a significant shift in how consumers discover, evaluate, and decide on purchases, with Reels and creators playing a central role. For brands, partnering with trusted creators and utilizing engaging formats like Reels has become essential to connect with today’s festive shoppers.
A new era of festive shopping is being driven by the dynamic influence of Reels and creators on Meta’s platforms.
- Reels: The Go-To for Fashion and Festive Finds: Shoppers are increasingly turning to Reels to discover the latest trends, exclusive offers, and gift ideas. In categories such as apparel and fashion, Reels have emerged as the most engaging and influential format, enabling consumers to stay informed and make well-informed purchases.
- Creators: The New Standard for Trust and Influence: The role of creators has never been more pivotal. Nearly half of festive shoppers now follow influencers or creators, and two-thirds say that brands that collaborate with credible creators earn their trust. Creator-driven content helps shoppers discover the best deals, with over 30% relying on creator reviews and buying guides to make confident decisions.
Emerging Trends in Festive Shopping
India’s festive shopping landscape is undergoing a dramatic transformation, driven by advanced technology and evolving consumer preferences. From AI-powered inspiration to instant messaging and rapid delivery, festive shopping is becoming smarter, faster, and more interactive than ever.
- Generative AI Takes Center Stage: Over 80% of Indian festive shoppers have utilized Generative AI to generate gift ideas and find inspiration, making AI a game-changer in how people plan and shop for the season.
- Smartphones: The Ubiquitous Shopping Companion: With 9 out of 10 consumers using smartphones for purchases, mobile devices have become the backbone of the festive shopping journey.
- Reels: Influencing Fashion and Festive Choices: Reels have emerged as the most influential format, especially in apparel and fashion, captivating shoppers with engaging content and driving purchase decisions.
- The Heart of Festive Conversations: Convenience and personal interaction are key, with 78% of festive shopping conversations occurring on Meta’s platforms, particularly on WhatsApp, highlighting the growing demand for direct, real-time engagement.
- Quick Commerce Transforming the Shopping Landscape: Timely delivery and product quality remain top priorities, with 45% of shoppers turning to Quick Commerce apps for their festival purchases. Usage peaks among the 25-34 age group, where 56% rely on these platforms for a seamless shopping experience.
Spotlight on Key Shopper Segments
The Playbook highlights distinct patterns among certain consumer groups, each bringing unique behaviors and preferences that are shaping how brands must think about engagement this year.
- Gen Z Shops Smart, Hunting for Deals: Young shoppers (18-24 years) relied heavily on Meta’s apps during the festive season, exhibiting higher price sensitivity and placing greater value on discounts, offers, and promo codes.
- Tier 2/3 Cities Blend Habits: While still favoring in-person shopping and physical payments, 63% of festive shoppers from Tier 2/3 cities used local e-commerce platforms, underscoring the hybrid nature of their shopping journey.
- Mothers Lead on Mobile and Messaging: 44% of respondents who are mothers made festive purchases on Meta’s platforms. They were also more likely than average to message businesses and shop via mobile.
Implications for Brands
The data highlights that India’s festive season has evolved beyond mere shopping; it has become a time for connected, personalized, and tech-enabled experiences. For brands, this translates into:
- Driving high-impact festive offers by showcasing percentage-off sales, exclusive bundles, flash deals, and partner-led benefits like bank/EMI offers to strengthen perceived value.
- Maximizing digital discovery and engagement with dynamic product catalogs, shoppable ads, and curated showcases such as online lookbooks or guides that make product exploration seamless.
- Amplifying brand storytelling in ads by using authentic, narrative-led content to highlight craftsmanship, values, or festive sentiment, thereby building trust and loyalty.
- Building deeper festive connections by combining interactive formats such as Reels, Stories, and Live shopping with traditional festive aesthetics, color palettes, and seasonal sound design.
For more detailed insights and strategies, refer to the complete Playbook available here.
By embracing these insights and strategies, brands can effectively engage with consumers during the festive season, ensuring a successful and impactful presence in the market.
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