From AI advice to impulse buys: How India is shopping this festive season

Festive shopping has always been a mix of planning and temptation, but the way Indians navigate the season is evolving. According to a Google-commissioned Ipsos consumer study, nine in 10 festive shoppers research extensively before buying, while 70% make spontaneous purchases. The result is a distinctly modern shopping mindset, shaped by curiosity, visual inspiration and the desire for convenience.

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AI becomes a shopping companion

For many shoppers, festive preparation now begins well before anything reaches the cart. From comparing electronics and home appliances to narrowing down beauty products and personal care, consumers are spending more time exploring their options, checking reviews and looking for recommendations that suit their needs. The study found that festive shopping journeys involve more than eight online searches and nearly eight videos on average, reflecting a growing appetite for information before making a decision. More than half of festive shoppers said AI helped them make purchasing choices, while those using conversational tools consulted chatbots an average of 7.5 times during their decision journey. Among shoppers using AI chatbots, 94% also used Google Search, while 87% turned to YouTube. 

The pull of impulse

Sometimes, a striking outfit, a clever home accessory or a product demonstrated in a short video can prompt an immediate desire to buy, especially when the festive calendar creates a sense of urgency. According to the study, 54% of unplanned purchases were influenced by Google and YouTube, with attractive offers, festive deadlines and visual discovery helping turn interest into action. 73% of festive buyers turn to creators for inspiration, while 61% of shoppers who purchased something within two days or less without prior research had used YouTube Shorts during their shopping journey. A look spotted online can become a reference point for an outfit, a decor idea can inspire a room refresh, and a creator's recommendation can introduce shoppers to a brand they might not otherwise have considered.

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Convenience shapes the final choice

Delivery timelines can be just as important as the product itself, particularly when an outfit, gift or home essential is needed for a celebration just around the corner. 90% of shoppers consider delivery within two days non-negotiable, while 81% choose retailers based on delivery speed. A carefully researched product may lose its appeal if it cannot arrive in time, while a readily available alternative may become the more practical choice.

While festive shopping, there is room for comparison, conversation and careful consideration, but also for the unexpected find that feels too good to leave behind. In a season built around celebration and fresh starts, the most modern shopping list may be one that leaves space for both.

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