45% of Indian shoppers plan to spend more this festive season as AI search changes buying journey: Survey

Nearly one in two Indian consumers are planning to increase their festive spending this year, with shoppers becoming more deliberate about high-value purchases and increasingly relying on artificial intelligence (AI) search to discover brands, according to MiQ’s Festive Shopper Insights India 2026 survey.

The survey, based on responses from more than 5,700 festive shoppers across India, found that 45% of respondents intend to spend more during the festive season compared to 2025. The report says festive demand is moving away from impulse buying towards planned, premium purchases, with jewellery emerging as the category with the highest purchase intent, followed by home appliances. Personal gadgets are also seeing a rebound as consumers prioritise “meaningful, considered buys.”

“Festive demand is shifting from impulse to planned, higher-value purchases. Jewellery leads intent, Home Appliances remain strong, and Personal Gadgets are rebounding as shoppers prioritise meaningful, considered buys,” the report said.

The study also highlights a major shift in how consumers discover products before making a purchase. Around 43% of shoppers now use AI-powered search to discover brands, making it the biggest discovery channel in the survey. Meanwhile, 30% still rely on e-commerce platforms for product discovery, while 27% use social media platforms during their shopping journey.

According to MiQ, the consumer journey is becoming increasingly fragmented, with shoppers moving between AI search, social media and commerce platforms before making a buying decision.

“Discovery is becoming increasingly fragmented, with shoppers moving between AI Search, social and commerce platforms before making a purchase. Brands need to be present across every stage of this journey,” the report noted.

While discounts remain an important factor, the report suggests that trust plays an even bigger role in influencing festive purchases. Brand loyalty influences 38% of shoppers, ahead of deals and discounts at 34%, while 29% said celebrity endorsements impact their purchase decisions. “Value remains the strongest purchase driver, but trust and relevance continue to influence festive buying decisions,” MiQ said.

The report also points to changing media consumption habits during the festive season. Around 86% of shoppers switch between different digital activities within an hour, while 61% use a second device while watching television. One in two consumers browse social or messaging apps while watching TV, and 33% play casual games during the same time. Finance and news websites record the highest engagement during TV browsing sessions.