Meta has introduced "The 2025 Meta Digital Utsav," a Festive Playbook aimed at guiding brands and marketers through India's peak festive shopping season. The playbook is based on a new study commissioned by Meta and conducted by IPSOS, which examines evolving consumer behavior during the country's busiest shopping period.
According to the study, digital platforms are now playing a larger role in influencing purchases compared to traditional media. Meta's platforms have been credited with driving 65% of festive season shopping engagement across discovery, evaluation, and purchase stages. Personalized content appears to be particularly effective, with 77% of surveyed shoppers stating that personalized ads on Meta’s platforms inspired their purchases.
The festive shopping period in India extends from July-August until New Year's Eve, offering brands several opportunities to engage consumers beyond just Diwali.
Arun Srinivas, Managing Director & Country Head of 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.”
The playbook highlights the growing importance of Reels and creators in shaping how consumers discover products and make purchase decisions. In particular, Reels have become a preferred format for discovering fashion trends and gift ideas. Nearly half of festive shoppers follow influencers or creators; two-thirds say they trust brands that collaborate with credible creators. Over 30% rely on creator reviews and buying guides when making purchasing decisions.
New trends identified include widespread use of generative AI—over 80% of Indian festive shoppers used it for gift ideas—and the centrality of smartphones in the shopping journey. Quick commerce apps are also gaining traction: 45% of shoppers used these services during festivals, with usage highest among those aged 25-34.
Different shopper segments show varied behaviors: Gen Z consumers (18-24 years) are highly price-sensitive and seek discounts; shoppers from Tier 2/3 cities blend online activity with offline habits; mothers are more likely than average to shop via mobile devices or message businesses directly.
For brands aiming to connect with Indian consumers during the festival season, strategies such as showcasing special offers, leveraging shoppable ads and product catalogs online, focusing on authentic storytelling in advertising content, and combining interactive digital formats with traditional festive themes are recommended approaches.