India’s festive shopping landscape is undergoing a shift as Gen Z increasingly relies on friends and family to validate purchases, even as creator content continues to drive product discovery, according to new research by GWI and Snapchat. The study found that 70% of Gen Z sees the festive season as multiple celebrations rather than a single shopping occasion, while nearly four in 10 begin planning Diwali purchases more than a month in advance.
While 7 in 10 Gen Z consumers say creator content helps them discover products, 76% said instant feedback from trusted people increases purchase confidence. Around 63% share products with friends or family before buying and four in 10 actively seek advice. Among Gen Z Daily Snapchatters, 75% discuss purchases with friends while products remain in their shopping basket, while 67% say Snapchat helps them feel more confident about festive purchase decisions.
The study also showed a mix of planned and spontaneous buying, with 41% saying most purchases are planned and 40% combining planning with impulse purchases. Family remains central, with 65% saying they spend more time with family during the festive season.
In Kolkata, the findings could have implications for retailers and brands across fashion, beauty, consumer technology and quick commerce, where festive purchases are increasingly influenced by peer recommendations and digital conversations. For marketers, the research points to an extended opportunity to engage consumers from discovery and discussion through to purchase.
Yagnesh Ravi, Lead – Ad Solutions, Snap Inc. India, said the opportunity for festive advertising is shifting from visibility towards building confidence through trusted conversations. Snapchat said formats including Sponsored Snap, AR Lenses, Interactive Videos and Promoted Places can help brands participate in these decision-making moments.
