Meta’s 2025 Digital Utsav Festive Playbook: AI and Consumer Behaviour

Meta’s 2025 Digital Utsav Festive Playbook reveals how Indian consumers are increasingly embracing AI, influencers, and short-form video content to shape their festive shopping decisions. This report, developed with insights from IPSOS, showcases the evolving consumer patterns during India’s busiest shopping time of the year.

Key Findings from the Playbook

The findings indicate that 80% of festive shoppers utilized Generative AI to gather gift ideas and inspiration. Mobile devices play a crucial role, with 90% of consumers depending on smartphones for their festive purchases. Additionally, quick commerce is gaining momentum, with 45% of shoppers opting for fast delivery applications, especially within the 25–34 demographic.

Role of Reels in Shopping

Reels have surfaced as a significant shopping resource, particularly in sectors such as clothing and fashion. The report highlights that 65% of festive buyers engaged with Meta applications, with Reels and tailored advertisements being pivotal influencers. Almost half of the consumers follow creators for advice, while over 30% depend on creator reviews and buying guides to secure worthwhile deals.

Insights from Meta’s Leadership

Arun Srinivas, the Managing Director & Country Head of Meta India, observed that consumers are currently looking to AI for creative ideas, creators for reliable information, and Reels for discovering new options. He stated that Meta aims to empower businesses to adapt to these shifting consumer demands with innovative tools and solutions.

Differing Shopping Behaviours

The playbook describes how shopping trends vary among different groups:

• Gen Z (ages 18–24) focuses on discounts and promotional codes.
• Consumers from Tier 2 and 3 cities combine online and offline shopping, with 63% using local e-commerce services.
• Mothers are notably active in shopping, with 44% making festive purchases through Meta platforms while frequently employing messaging applications for their shopping needs.