India’s festive shopper is no longer one kind of buyer. A Google-commissioned Ipsos consumer study finds a “two-speed” purchase behaviour: 9 in 10 consumers conduct extensive online research before buying, yet 70% of festive purchases are decided in the moment. The same shopper who compares reviews and specifications is also ready to check out in hours when a video, an offer or a fast-delivery promise lands.
For marketers, the festival funnel is now fluid. Shoppers move between planned evaluation and impulse conversion, often across Search, YouTube, social platforms and AI chat.
AI is now part of the festive shopping journey
The study found that shoppers average more than eight online searches and nearly eight videos during their purchase journey. AI is emerging as a shopping companion, with festive shoppers consulting conversational tools an average of 7.5 times during their buying journey. Over half of festive shoppers credit AI with helping them make a purchase decision.
AI use is not replacing Google Search. In fact, 94% of consumers using AI chatbots also use Google Search, and chatbot users search 1.3 times more than non-chatbot users. Among chatbot users, 87% also use YouTube. In categories such as personal care and beauty, shoppers ask AI for tailored recommendations; in home appliances and consumer electronics, they use AI to understand specifications, refine criteria and weigh trade-offs.
Video, creators and speed trigger impulse
Even with deep research, unplanned buying remains significant. Google and YouTube influence 54% of unplanned festive purchases. Festive urgency, attractive promotions and product discovery are the key triggers.
Visual discovery is growing: 53% of festive shoppers use tools such as Google Lens to discover or compare products, while 73% turn to creators for inspiration. Among shoppers who made purchases within a couple of days or less without prior research, 61% used YouTube Shorts during their shopping journeys.
Social media also feeds the research loop: 7 in 10 festive shoppers who see a brand or product on social platforms turn to Google Search to investigate it further.
Delivery speed has become a purchase filter. The study found that 90% of shoppers consider delivery within two days non-negotiable, and 81% choose retailers based on delivery speed. Google Trends recorded a sharp increase in searches for “same day delivery rakhi” a day before Raksha Bandhan this year.
What brands should do next
Google recommends that brands make detailed product information available through Google Merchant Center, including descriptions, imagery, shipping timelines, return policies and customer Q&As. This helps products show up in AI-driven surfaces such as AI Overviews and AI Mode.
The study also points to AI-powered creative tools, YouTube creator partnerships, shoppable video and conversational search as levers for engaging both planned and impulse-led shoppers. It cites early brand results:
- Swiggy Instamart: 6% lower customer acquisition costs for AI assets versus traditional video.
- The Souled Store: 25% year-on-year festive sales lift and 200% higher conversions through Demand Gen ads.
- Mangal & Mangal: 2.5x higher view-through rate via YouTube Creator Partnerships Boost.
- Tira Beauty: 35% purchase uplift and 8% lower acquisition costs through AI Max.
- RENÉE Cosmetics: 11.5% quick-commerce sales increase at 48% lower acquisition costs.
Roma Datta Chobey, Managing Director, Connected Consumer Commerce, Google India, said the festive season stands out because “deliberate research and spontaneous impulse coexist.” She added that choices remain fluid right up to the final mile, and winning brands will need to meet shoppers at both speeds.
Source: MediaNews4U
