Archive · 24 Sep 2026
Gen Z Spends More During Festivals, But Researches First
A report looked at how young people in India shop during festivals.
Six out of ten say they spend more money during this time.
Much of the spending is on gifts for family, but young people also buy things for themselves.
Many shoppers search online and compare products before buying.
Social media and creators can help them find products, but most do not buy immediately after seeing a recommendation.
Some use AI to compare choices and prices, but they still want to make the final decision themselves.
They trust their own research more than friends or online reviews.
They care especially about product quality and price.
Many also try to protect their health and avoid sellers or trends they do not trust.
Six in ten Indian Gen Z consumers say they spend more during festivals, while nearly a third plan purchases in advance.
Family accounts for 74% of festive gifting, and self-gifting is also significant.
Online search is the leading source of festive inspiration at 41%, ahead of social media and creators at 29%.
Nearly six in ten respondents use AI at least occasionally for product research, but fewer than half would let it make the final decision.
Quality and price remain the top purchase factors, cited by 51% and 49% of respondents, while 32% verify sellers because of concerns about fake or deepfake content.
- Who
- India’s Gen Z consumers.
- What
- Their festive shopping is increasing, but purchases are shaped by research, comparison, AI-assisted advice, and caution about online content.
- When
- The report was published on September 24, 2026, and discusses festive-season shopping.
- Where
- India.
- Why
- Young consumers are spending more during festivals while seeking good prices, quality, trustworthy sellers, and control over their purchase decisions.
- Festive spending
- Six in ten respondents say they spend more during festivals.
- Family gifting
- Family represents 74% of festive gifting.
- Main discovery channel
- Online search is used by 41% of respondents for festive inspiration.
- Creator influence
- Only 6% buy immediately after a creator recommendation, while 46% research further.
- AI use
- Nearly six in ten respondents use AI at least occasionally for product research.
- Purchase priorities
- Quality and price are cited by 51% and 49% of respondents, respectively.
- Seller verification
- Thirty-two percent verify sellers because of concerns about fake or deepfake content.