Indian consumers are planning higher festive spending this year, but purchase decisions are becoming more research-driven. Online reviews, search, social media and AI shopping tools are playing a growing role.
Highlights
- 77% of festive shoppers have increased their shopping budgets from last year.
- Three in five consumers expect to spend more than ₹10,000, while only 4% plan to spend less.
- ₹10,001-₹25,000 has emerged as the largest spending bracket.
- 75% check online reviews before buying, while 53% use search to shortlist products.
- 73% of festive shoppers make purchases online.
New Delhi: Indian consumers are opening their wallets wider this festive season, but higher spending does not necessarily mean impulsive buying. Shoppers are increasingly researching products, checking reviews and assessing brand trust before making purchase decisions.
According to an InMobi Advertising study cited in the report, 77% of festive shoppers have increased their shopping budgets compared with last year, while only 4% intend to spend less.
Three in five shoppers expect to spend more than ₹10,000, with the ₹10,001-₹25,000 bracket emerging as the largest spending category.
However, consumers are becoming more cautious about where they spend their money. Brand trust emerged as the most important purchase consideration for 27% of shoppers, ahead of discounts and festive offers.
Online research has become an integral part of festive shopping. The study found that 75% of shoppers check online product reviews before buying, while 53% use search to research and shortlist products. Another 47% rely on social media and influencer content.
Overall, 73% of festive shoppers make purchases online, underscoring the growing importance of digital channels during the festive season.
Artificial intelligence is also beginning to influence shopping behaviour. The study found that four in five shoppers want an AI shopping assistant, indicating growing interest in technology that can help consumers research and compare products.
The research-led approach is particularly visible among younger consumers. A separate Rukam Capital study covering 4,000 Gen Z respondents found that social media and creators can help consumers discover products, but most users conduct additional research before making a purchase.
Around 82% of Gen Z respondents said they expect honesty and transparency from brands, indicating that trust and independent verification are becoming increasingly important in purchase decisions.
