Share on LinkedIn
Share on XAI Use for Festive Shopping Research Rises as 86% of Indian Consumers Increase Budgets and Digital Shopping Holds Strong: Integral Ad Science (IAS)
AI-assisted product and gift research rises from 32% to 38% year on year, while mobile remains the dominant shopping device at 83% as Indian consumers increasingly navigate social, video and commerce environments
Indian consumers are entering the festive season with growing budgets, deeply embedded digital shopping habits and increasing use of AI for product discovery, creating a significant opportunity for advertisers to connect with consumers across an expanding digital journey, according to new research from Integral Ad Science (IAS).
IAS’s Holiday Shopping India 2026 Report shows that 38% of consumers plan to use AI tools specifically to research products and gift ideas, up from 32% in 2025. Overall openness to AI-assisted shopping remains exceptionally high at 86%, compared with 87% last year.
Digital shopping also remains firmly embedded in the festive purchase journey. 84% of consumers plan to do most or all of their festive shopping online, while mobile remains the dominant device, with 83% naming it their most-used device for online shopping, consistent with 2025 levels. Festive spending also remains resilient, with 86% planning to increase their budgets, unchanged year on year.
For marketers, the opportunity is increasingly about making this growing digital journey work harder. As consumers move across social, video, e-commerce and AI-assisted discovery, media quality can help brands reduce wasted spend and ensure advertising reaches real consumers in relevant, safe and suitable environments.
Commenting on the findings, Saurabh Khattar, Country Manager, India, Integral Ad Science, said, “The festive season is one of the most critical periods for marketers in India, with high consumer intent and intense competition for attention. This year, consumers are increasing their festive budgets, mobile remains central to how they shop, and AI is becoming a bigger part of product research. For brands, the opportunity is significant, but so is the need to make every media rupee work harder. Focusing on media quality, contextual relevance and reducing wasted spend can help marketers capitalise on this concentrated window of demand and drive stronger outcomes.”
Key findings from IAS’s Holiday Shopping India 2026 Report:
1. AI-assisted festive research gains momentum
2. Digital and mobile shopping remain firmly established
3. Social and e-commerce continue to gain ground
4. Advertising remains highly influential in festive discovery
5. Higher festive spending remains resilient
Year-on-year snapshot
| Trend | 2025 | 2026 | Movement |
| AI used for product/gift research | 32% | 38% | +6pp |
| Most/all festive shopping online | 80% | 84% | +4pp |
| E-commerce/retail usage increasing | 60% | 64% | +4pp |
| Festival-related content influencing purchases | 63% | 66% | +3pp |
About the research
The 2026 IAS study surveyed 503 Indian consumers in September 2026 about their holiday shopping plans, digital behaviour and perceptions of online advertising. The 2025 study surveyed 501 Indian consumers in July 2025. Year-on-year comparisons are directional and reflect the responses captured in each respective study.
