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From reels to real-world bazaars: 80% shoppers using AI to buy gifts!

From reels to real-world bazaars: 80% shoppers using AI to buy gifts!

From reels to real-world bazaars: 80% shoppers using AI to buy gifts!

Tina Khatri
Indore

Christmas and the festive season are fast approaching, and shoppers in Indore are scrolling before they stroll. As festive shoppers scroll, click, and then step into the market, Indore’s local bazaars are quietly evolving — proving that even in tier-2 cities, digital influence is reshaping the way India celebrates its festivals.

Across India, new research shows that consumers are increasingly turning to generative AI, Instagram Reels, and social media influencers to plan their holiday purchases — a trend that is now reaching mid-size cities and local markets.

A 2025 report by Meta in collaboration with IPSOS revealed that 80% of festive shoppers used AI tools to get gift ideas, while 65% engaged with platforms like Instagram and Facebook, often influenced by Reels and creator-led content.

Nearly half of shoppers follow creators for guidance, and over 30% rely on influencer reviews before making buying decisions. Smartphones remain central: 9 in 10 consumers reported using their mobile devices for festive shopping.

For shoppers in Indore, this shift is visible in the aisles of local markets and the screens of their smartphones alike. Many browse short-form videos of gift ideas or WhatsApp messages from vendors before heading out to local bazaars.

“I saw a reel about handmade candles and knew I wanted to buy one for my friend,” said Supriya Sharma, a 25-year-old professional. “When I went to the market, I already had a list of things to buy.”

Local vendors adapt to the digital wave

Small vendors, flea-market stall owners, and festive shops in Indore are responding quickly to this trend. Social media has become a vital tool for reaching buyers: posting product photos on Instagram, sharing videos of craft items on Reels, and communicating offers through WhatsApp groups.

“Earlier, we relied only on foot traffic, but now most of our customers discover us online first,” said Ankur Jaisinghani, who runs a handloom showroom in Cloth Market area. “About 60% of the people who visit now have already seen our products on Instagram or WhatsApp.”

According to industry data, nearly 8 in 10 shoppers in India discover new products via social media, and about 3 in 10 viewers of brand videos end up purchasing those products. This shift is giving small businesses in cities like Indore a new platform to compete with large e-commerce players, while still driving footfall to physical stores.

Hybrid shopping journey

Experts note that Indore’s festive shoppers are increasingly following a hybrid model: online browsing and inspiration, followed by offline purchase. This trend, also called “phygital” commerce, allows buyers to combine the convenience and variety of digital discovery with the tactile experience of offline shopping.

For vendors, it means adopting new strategies: digital presence is no longer optional. Displaying products online, maintaining an active social media account, and responding quickly to customer inquiries can make the difference between thriving and losing sales during the high-demand festive period.

As Indore’s festive shoppers continue blending digital inspiration with real-world buying, the city’s local markets are quietly evolving — signaling a new era of hybrid, tech-driven commerce in tier-2 India.

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