Chennai, Oct 22:
India’s festive shopping season is evolving into a multi-month commerce opportunity, with consumer activity extending beyond Diwali to weddings, Christmas, year-end celebrations and Republic Day sales, according to Meta’s Festive Accelerator 2026: CMO Playbook.
The report highlights the growing influence of social media, content creators and artificial intelligence (AI) on consumer purchasing decisions. It notes that 60 per cent of new online shoppers come from Tier 2 and Tier 3 markets, underlining the increasing importance of smaller cities in driving festive commerce.
According to the playbook, 85 per cent of festive shoppers use Meta platforms weekly, while 86 per cent seek inspiration on social media before making purchases. Nine in 10 festive-season purchases are influenced by Meta, the report states.
The study also identifies two major shopping periods: a planned demand peak beginning around six weeks before an occasion and a last-minute surge during the final 48 hours. Marketers are therefore encouraged to generate consumer interest early while remaining prepared to convert high-intent shoppers closer to purchase.
Creators are playing a growing role in product discovery, with one in two festive shoppers following influencers or creators during the season. Cultural content creation on Meta increases by 50 per cent during the festive period, while social media engagement rises by 20 per cent compared with regular periods. Content showing how products enhance festive experiences records a 2.3-fold higher save rate, the playbook notes.
AI is another emerging influence, with 80 per cent of users reportedly using AI for festive-season ideas and shopping. Meta recommends using AI-powered advertising tools, varied creative formats and targeted campaigns to reach consumers at different stages of the purchasing journey.
Meghna Apparao, Director of E-Commerce and Retail (India) at Meta, said festive shopping had become a continuous journey spanning cultural occasions and sale events well beyond Diwali. She said brands needed to remain relevant throughout the season rather than focus only on major sales.
Gaurav Jeet Singh, Director for Agencies and VC Partnerships at Meta India, said marketers should build connected campaigns combining diverse creative content, creator-led storytelling and AI-powered advertising to sustain business impact.
The playbook identifies Black Friday and Cyber Monday, the November-February wedding season, year-end festivities and Republic Day sales as opportunities for brands to maintain momentum after Diwali. It recommends tools such as retargeting, catalogue advertising, WhatsApp communication and reminder advertisements to convert interest generated earlier in the season.