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Festive shopping in India is becoming AI-assisted, social-first and deliberately omnichannel. Shoppers increasingly use generative AI to form gift ideas, discover products in short-form video, validate choices through creators and complete purchases through websites, stores, quick-commerce apps or WhatsApp conversations. Meta’s 2025 Digital Utsav findings and its 2026 whitepaper with the Retailers Association of India (RAI) describe that shift, while cautioning that the percentages are Meta-commissioned research rather than independent market totals.
AI now starts the gift-idea process
More than 80% of Indian festive shoppers surveyed for Meta’s 2025 Digital Utsav study said they had used generative AI for gift ideas or inspiration. AI is therefore moving into the earliest stage of shopping, before a consumer has selected a brand or opened a retailer’s app.
For a shopper, an AI prompt can turn a broad need—such as a gift for a parent, colleague or child—into a shortlist of categories, price ranges and themes. The resulting suggestions still need checking for availability, delivery dates, return policies and product authenticity, but they can reduce the time spent deciding what to search for.
For retailers, the implication is that product information must be understandable to both people and recommendation systems. Clear specifications, use cases, prices and delivery information give shoppers material they can verify after an AI-generated suggestion.
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Social feeds are becoming the first product-discovery surface
Meta’s 2026 Meta/RAI whitepaper says 77% of retail discovery happens on social media and that 96% of social discovery occurs on Meta platforms. These figures describe Meta’s reported research, not every Indian purchase, but they show why a product can reach shoppers before traditional search results or a store visit.
Short-form video is central to that behavior: the whitepaper reports that 97% of consumers watch it daily, and that 60% of time spent on Facebook and Instagram is spent watching video. Reels can demonstrate how a product looks in use, show a festival setup or answer a practical question in seconds—content that is easier to share than a static catalogue entry.
How the discovery formats differ
| Format | What it contributes | Typical next step | Reported business outcome |
|---|---|---|---|
| Reels and other short-form video | Fast visual discovery and demonstrations | View a product page, save the item or message the seller | Reels and creators are associated with higher brand-intent lift |
| Creator posts and reviews | Context, explanation and perceived credibility | Compare options or follow a buying guide | Meta/RAI reports lower acquisition costs when Reels and creators are used |
| Personalised ads | Reminder or recommendation based on observed interests | Click through to an online or offline offer | Festive shoppers reported that personalised advertising inspired purchases |
| WhatsApp messages | One-to-one questions, support and product sharing | Ask for details, place an order or arrange a store visit | Business Messaging and Click-to-WhatsApp campaigns show reported gains in ROAS, leads and order value |
Creators supply the trust that algorithms cannot
Nearly half of festive shoppers in the 2025 study said they follow influencers or creators, and more than 30% rely on creator reviews and buying guides. A creator can show scale, fit, setup and limitations in a familiar context, helping a shopper decide whether an item is suitable rather than merely noticing that it exists.
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Meta’s 2026 whitepaper associates Reels and creators with a 71% higher brand-intent lift and 19% lower acquisition costs for retail brands. “Associated with” is important: the figures describe reported relationships in Meta’s whitepaper, not a guarantee that every creator campaign will produce those results.
Effective festive campaigns should match the creator to the decision being made. A regional-language creator may explain local customs or delivery concerns; a product specialist may provide a detailed comparison; and a family-focused creator may demonstrate gifting or household use. Retailers should label paid partnerships clearly and make claims easy to verify.
WhatsApp turns discovery into a conversation
The Meta/RAI whitepaper reports that 72% of product discovery happens on WhatsApp. The channel can connect a social impression with a human-style exchange: a shopper can ask about colour, size, stock, delivery to a particular pin code or an exchange policy instead of leaving a feed to search elsewhere.
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Meta reports that Business Messaging and Click-to-WhatsApp campaigns deliver, on average, a 61% improvement in return on ad spend, 62% more leads and 22% higher order values. Those are reported averages from the whitepaper, so results will vary by category, campaign design, response speed and measurement setup.
Retailers need consent-based messaging, clear business identification and an escalation path when automation cannot answer a question. A conversation that begins with a product recommendation can end in a payment link, a store appointment or a request to reserve stock for collection.
Shopping now moves between online and offline
Indian festive shoppers are not choosing one channel for the entire journey. The 2026 whitepaper says more than half research online before buying in a store, while more than half research in a store before buying online. Omnichannel shoppers spend 2.5 times as much as single-channel shoppers, according to the same report.
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That pattern explains why discovery, evaluation and purchase should not be measured as separate, isolated events. A social video may create demand, a store visit may provide reassurance, and an online order may follow after the shopper checks reviews or delivery timing. Retailers need inventory visibility, consistent product information and ways to connect online engagement with offline sales.
In the 2025 Digital Utsav study, 65% of festive shoppers used Meta platforms. Meta reported influence across discovery (49%), evaluation (44%) and purchase (39%), and 77% said a personalised ad on Meta inspired their purchase. These are stages of influence reported by the study, not claims that Meta handled all of those transactions.
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Meta describes India’s festive season as running from July or August through New Year’s Eve. That extended window gives retailers time to sequence campaigns: inspiration and planning early in the season, product education and creator demonstrations around major shopping moments, and reminder or replenishment messages later.
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Quick commerce is also part of the mix. Forty-five percent of festive shoppers in the 2025 study used quick-commerce apps for festival purchases; usage rose to 56% among shoppers aged 25–34. The figures do not establish that quick commerce replaces planned shopping, but they show how urgent, last-minute and convenience-led missions can sit alongside larger purchases.
What retailers should change
- Design for AI-assisted consideration. Publish complete, accurate product details, practical use cases, prices and delivery information so shoppers can validate recommendations.
- Build video before the peak. Use Reels to demonstrate products, answer objections and show real festive use rather than relying only on catalogue images.
- Use creators for proof. Select creators for relevance, language and audience trust; provide transparent disclosures and specific buying guidance.
- Connect ads to conversation. Route high-intent users to WhatsApp Business messaging with staffed response coverage, automation for routine questions and a clear path to purchase.
- Measure the whole journey. Reconcile online events, WhatsApp conversations, store visits and offline sales instead of judging a campaign only by last-click web conversions. Meta’s Conversions API and offline-sales integrations are designed for this type of measurement, subject to the retailer’s implementation and consent requirements.
What the findings do—and do not—prove
The studies show a direction of travel: AI is entering gift ideation, social video is prominent in discovery, creators influence evaluation, WhatsApp supports commerce and shoppers cross between digital and physical channels. They do not provide a complete census of Indian consumers, a universal conversion rate or a guarantee of campaign performance. The 2025 figures come from a Meta-commissioned Ipsos study, while the 2026 figures come from a Meta/RAI whitepaper; geography, sample design and methodology should be checked before using any percentage as a forecast.
Arun Srinivas, Meta’s Managing Director and Country Head for India, said shoppers are “turning to AI for inspiration, creators for credibility, and Reels for discovery.” RAI’s Hitesh Bhatt described consumers as operating across online and offline channels at once. Together, those observations point to a practical priority for retailers: make every handoff—from idea to content, conversation, store and checkout—consistent and measurable.
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