Festive online shoppers turn to AI for price tracking, recommendations and gift ideas: Survey

New Delhi: As brands prepare for the most crucial shopping period of the year, Integral Ad Science (IAS) has released its 2025 Online Festive Season Report.

The study conducted in July 2025 with 501 consumers reveals that festive shoppers are planning to spend an average of Rs 16,500 this year, with October emerging as the prime decision-making month. 

As per the report, consumers are expected to prioritise deals and curated gifting ideas, while avoiding price surges later in the season.

According to the report, “80% of shoppers intend to increase their online purchases, while nearly half (47%) say they will shop more online than offline. 

“Mobile phones will be at the centre of this behaviour, with 83% naming them as their primary shopping channel. Themed deals and festive sales remain major draws, with 65% actively seeking them out,” highlighted the report.

For marketers, the challenge is cutting through heavy advertising clutter. The report notes that nine out of ten consumers see ads as an essential discovery tool, especially for promotions and new products. 

Contextual targeting, IAS said, will be critical to ensuring brand messages align with the content consumers engage with, thereby boosting favourability and purchase intent.

The report also highlights the channels driving discovery. Social media (69%), YouTube and other video platforms (68%), and e-commerce/retail sites (60%) lead the way as shoppers’ go-to sources for festive inspiration.

Interestingly, technology is playing an increasingly central role in the shopping journey. The report emphasises that 87% of consumers said they are open to using AI tools, mainly for price tracking (65%), personalised recommendations (60%), and gift ideas (55%).