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Google Trends: What Indians Are Googling, Watching And Impulse-Buying This Festive Season
India's festive shopping season is bringing together two seemingly opposite habits: careful research and spontaneous buying. While most shoppers spend time comparing products, checking reviews and exploring brands online, many are also making unplanned purchases after discovering something appealing in a video or an online offer.
A Google-commissioned Ipsos consumer study reveals how Indian consumers are navigating this dual approach to shopping. From using artificial intelligence (AI) to make informed decisions to turning creator recommendations and visual inspiration into instant purchases, shoppers are exploring more digital touchpoints than ever before. The findings offer a glimpse into what Indians are searching for, watching and buying as the festive season unfolds.
Google Finds Indian Festive Shoppers Researching Before Buying
Festive shopping is no longer limited to browsing a few products before making a decision. According to the study, nine in 10 shoppers conduct extensive online research before purchasing, exploring brands, comparing prices and checking reviews.
On average, festive shopping journeys involve more than eight online searches and nearly eight videos. Consumers are taking time to understand their options, particularly when shopping for electronics, home appliances, home decor and personal care products.
Google Search continues to play a significant role in this process. Seven in 10 festive shoppers who discover a brand or product on social media turn to Google Search to research it further. This suggests that seeing a product online is often just the beginning, with shoppers seeking additional information before committing to a purchase.
AI Is Becoming A Festive Shopping Companion
Artificial intelligence is emerging as another important part of the shopping journey. The study found that 51% of festive shoppers credited AI with helping them make purchase decisions, while consumers consulted chatbots an average of 7.5 times during their decision-making journey.
Shoppers are using these tools for different needs. In personal care and beauty, AI can help them explore tailored recommendations, while those considering electronics and home appliances can use conversational tools to understand specifications, compare features and weigh their options.
The research also found that 94% of chatbot users used Google Search during their shopping journey, with their Google Search usage rate 1.3 times higher than that of shoppers who did not use chatbots.
Rather than replacing conventional search, AI appears to be adding another layer to the research process, helping consumers explore their choices in greater depth.
Why Impulse Buying Still Drives Festive Shopping
Despite the time spent researching, festive shoppers are also making spontaneous purchases. The study found that 70% of shoppers made unplanned purchases during the festive season.
Google and YouTube influenced 54% of these unplanned purchases, with attractive offers, festive urgency and appealing product discoveries contributing to quick decisions.
Visual inspiration plays a significant role in this behaviour. The study found that 53% of shoppers use visual tools such as Google Lens to discover or compare products. A product spotted in a video or an image can prompt a shopper to explore it further and move towards a purchase without having planned to buy it beforehand.
This creates a distinctive festive shopping pattern: consumers can spend considerable time researching one purchase while making another on impulse after encountering an appealing product or a limited-time offer.
YouTube Shorts And Creators Influence Buying Decisions
Online videos and creator recommendations are shaping how shoppers discover products during the festive season. According to the study, 73% of festive buyers turn to creators for inspiration.
Short-form videos are particularly relevant to spontaneous purchases. Among shoppers who bought something within a couple of days or less without prior research, 61% had used YouTube Shorts during their shopping journey.
From festive outfits and beauty products to home decor and gift ideas, visual content can introduce shoppers to products they might not have actively searched for. Creator-led content can also provide demonstrations and styling ideas that help consumers imagine how a product fits into their lives.
However, discovery does not always translate directly into a purchase. Many shoppers return to Search to verify details, compare alternatives and assess whether a product meets their expectations.
Faster Delivery Is Becoming A Shopping Priority
Convenience is another major factor influencing festive purchases. The study found that 90% of shoppers considered delivery within two days non-negotiable, while 81% chose retailers based on delivery speed.
This demand for quick fulfilment becomes especially relevant as festivals approach and shoppers look for last-minute gifts, outfits and celebration essentials.
Google Trends also recorded a sharp increase in searches for 'same day delivery rakhi' a day before Raksha Bandhan in 2026, illustrating how shopping needs can become more urgent around important festive dates.
For consumers, the appeal of a product is increasingly linked to whether it can arrive in time. Even after discovering and researching an item, shoppers may reconsider their options based on delivery commitments.
Shoppers Remain Open To New Brands And Retailers
Another notable finding is that festive consumers are willing to explore beyond their usual shopping destinations. Eight in 10 shoppers said they were open to trying new retailers.
Google Search and YouTube also emerged as discovery channels, with 51% of shoppers using either or both platforms to discover new products during their shopping journeys.
This openness gives unfamiliar brands an opportunity to reach consumers who may not have considered them previously. At the same time, shoppers continue to compare options across platforms, making it important for products to stand out during discovery and hold up to closer scrutiny.
What India's Festive Shopping Habits Reveal
The findings paint a picture of a consumer who is both informed and impulsive. Indian shoppers are investing time in understanding their choices, using AI to answer questions and relying on Search to verify information. Yet, they remain receptive to visual inspiration, creator recommendations, attractive offers and the urgency of the festive season.
The shift is not simply towards more online shopping, but towards a journey that moves between research and instant decisions. For brands, understanding both behaviours is essential. For shoppers, the findings highlight how easily a festive browsing session can turn into an unplanned purchase, even when careful research remains part of the overall shopping experience.
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