Meta has released the 2025 Digital Utsav Festive Playbook, highlighting how technology and consumer behavior are reshaping India’s peak shopping season. A new IPSOS study commissioned by Meta reveals:
80% of festive shoppers used Generative AI for gift ideas and inspiration.
65% engaged with Meta platforms, with Reels and personalized ads driving maximum influence.
Nearly 1 in 2 shoppers find creator content most useful for deals, while 30%+ value reviews and guides on Meta.
Reels have become the go-to for discovering fashion and festive finds, while creators play a central role in building trust and influencing purchase decisions. Smartphones, quick commerce apps, and messaging platforms like WhatsApp are also driving how consumers discover, evaluate, and buy during the long festive season that stretches from July through New Year’s Eve.
The Playbook informs brands to focus on personalized offers, shoppable formats, authentic storytelling, and interactive tools to connect meaningfully with consumers and maximize festive business impact.
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