New research by GWI and Snapchat finds that India’s festive shopping journey is evolving, with Gen Z moving beyond a straightforward discovery-to-purchase path. According to the research, while creators and content play a role in helping consumers discover products, purchase decisions are increasingly influenced by conversations with trusted friends and family.
The research also finds that festive shopping is becoming an extended process for Gen Z rather than a single peak around Diwali. The findings suggest that consumers are beginning their planning earlier while moving between planned purchases and impulse buys through the season. Seven in 10 Gen Z consumers said creator content helps them discover products. However, when it comes to purchase decisions, 76% said instant feedback from people they trust makes them feel more confident, while 63% said they share products with friends or family before purchasing. Four in 10 said they actively seek opinions or advice before making a purchase.
The findings also point to the role of peer conversations on Snapchat. According to the research, 75% of Gen Z Daily Snapchatters said they chat with friends on Snapchat about purchases while an item is in their basket, while 67% said Snapchat helps them feel confident in their purchase decisions during the festive season. 40% said things they saw or shared on Snapchat had led them to share a product with others.
The research further indicates that Gen Z views the festive period as more than a single shopping occasion. The report found that 70% of Gen Z believe the festive season consists of multiple celebrations rather than one shopping moment, while nearly four in 10 start planning their Diwali purchases more than a month in advance.
At the same time, the data shows a mix of planning and spontaneity in Gen Z’s festive purchases. According to the research, 41% said most of their purchases are planned in advance, while 40% said they do some planning but also buy spontaneously. The findings therefore suggest that the festive purchase journey stretches across multiple moments rather than concentrating around a single shopping weekend.
The report also looks at the role of relationships during the festive season. Spending time with family was identified as the top activity, with 65% of Gen Z saying they tend to do this more often during the festive season. The research found that 47% spend time with friends and 43% buy gifts for others. Four in 10 attend celebrations or gatherings, with this behaviour being 16% more likely among Daily Snapchatters.
Social media also features prominently in how Gen Z stays connected during the festive period. The research found that 77% of Gen Z interact most with family members on social media during the festive season, followed by 76% who interact with close friends. Connecting with family was cited by 63% as the top reason for using social platforms during the festive season, followed by 52% who use them to share moments with close friends.
Among Daily Snapchatters, 78% said Snapchat is where they share festive moments with close friends and family. The research found that 49% ask friends or family for shopping advice, while 43% have asked friends for shopping opinions on Snapchat. A further 42% said they have sent a Snap to a friend to ask for their opinion while shopping.
Jason Mander, Chief Insight Officer at GWI, said, “What's striking in this research is how much the festive shopping journey has changed shape. It's no longer a single moment to be won around a big shopping weekend. For Gen Z, it's an extended season, with nearly four in ten planning their Diwali purchases a month or more in advance, and just as many blending planning with impulse buys along the way. And even once a product is discovered, the decision to buy is rarely made alone - most Gen Z shoppers lean on friends and family for reassurance first. For brands, that's a meaningful shift in where and how they need to show up, and it's exactly the kind of pattern that only becomes visible when you look at real behavior from real people, rather than stereotypes and assumptions”.
Yagnesh Ravi, Lead - Ad Solutions, Snap Inc. India, said, "For years, festive advertising has been centred around visibility. What this research shows is that the next opportunity lies in confidence. Gen Z isn't making purchase decisions in isolation they're discussing, validating and sharing those decisions with the people they trust. Because Snapchat is built around close relationships and visual communication, brands have an opportunity to become part of those decision-making moments, not just the discovery phase. That's a very different role, and one that can make festive marketing more meaningful and more effective."
Overall, the findings point to a shift in the festive shopping funnel, with discovery increasingly followed by discussion, validation and decision-making. The research suggests that for marketers, understanding the social relationships surrounding a purchase may be as important as understanding where consumers first discover a product.
