India’s festive shopping journey is evolving, with Gen Z increasingly moving beyond product discovery to seek reassurance from friends and family before making purchases, according to new research by GWI and Snapchat released on August 12, 2026. The study found that 70% of Gen Z consumers view the festive season as multiple celebrations rather than a single shopping moment, while nearly four in 10 begin planning their Diwali purchases more than a month in advance.
Creator content remains influential in product discovery, with 7 in 10 Gen Z consumers saying it helps them discover products. However, 76% said instant feedback from trusted people boosts purchase confidence, 63% share products with friends or family before buying and four in 10 actively seek opinions or advice. Among Gen Z Daily Snapchatters, 75% discuss purchases with friends while products are still in their shopping basket.
The research also showed that festive shopping combines planning and spontaneity, with 41% reporting that most purchases are planned and 40% mixing planning with impulse buying. Family remains central to the season, with 65% saying they spend more time with family during festivities.
In Kolkata, the findings point to growing importance for brands targeting young festive shoppers, particularly across fashion, beauty, consumer technology and quick commerce. With consumers increasingly relying on trusted social circles before purchasing, brands may need to build campaigns around conversations and recommendations rather than visibility alone.
Yagnesh Ravi, Lead – Ad Solutions, Snap Inc. India, said festive advertising’s next opportunity lies in building confidence as Gen Z increasingly discusses, validates and shares purchase decisions with trusted people. Snapchat said its communication-led environment, along with formats such as Sponsored Snap, AR Lenses, Interactive Videos and Promoted Places, can help brands participate in these decision-making moments.