Festive marketing in 2025 is no longer about casting a wide net; it’s about striking with intent. The era of one-size-fits-all festive messaging is fading fast. Consumers across APAC are navigating their purchase journeys with sharper expectations—not just for value, but for values. They want deals that are timely, platforms that are intuitive, and brands that align with their ethical compass.
In India alone, online festive sales are projected to grow by 27%, crossing ₹1.2 lakh crore. Notably, quick commerce platforms are expected to account for 12% of total online festive sales, a clear signal that speed and contextual fulfillment are becoming decisive factors.
With festive budgets rising, 86% of Indians and 73% of Australians plan to spend more, consumers are planning earlier, gravitating toward mobile-first discovery, and favoring brands that show up with relevance—digitally and ethically.
From Discovery to Delivery: The Rise of Intent-Led Journeys
The festive shopper in 2025 isn’t waiting for inspiration; they’re signaling it. From wishlist creation to influencer saves, AI-assisted discovery to last-minute price alerts, and purchase journeys across APAC are now dynamic and digitally orchestrated.
In India, 83% of consumers research online before purchasing, and 64% complete their entire festive journey digitally. Consistency matters too: 92% of APAC shoppers are more likely to convert when messaging is unified across mobile, CTV, and commerce platforms. Brands that treat these behaviors as real-time cues—not lagging indicators—are outperforming.
Predictive analytics, journey orchestration, and AI-powered content delivery are no longer luxuries; they’re foundational.
The insight? Intent is the new targeting. In a crowded, festive landscape, the edge belongs to marketers who can spot, interpret, and act on signals—faster than their competitors.
AI & Personalization: The Festive Multiplier
As festive journeys become more curated and compressed, AI is no longer a backend tool; it’s the engine of real-time discovery, decision-making, and conversion.
In Singapore, 74% of holiday shoppers are open to AI-assisted shopping. This openness spans the region – from 56% in Australia to 87% in India – signaling a decisive shift toward algorithm-assisted journeys. From virtual try-ons (favored by 87%) to product suggestions on lock screens (welcomed by 88%), AI touchpoints are reshaping engagement.
But for marketers, it’s not just about knowing who the customer is. It’s about anticipating what will convert—and when. Signals shift dynamically: browsing patterns, location, time of day, prior engagement.
And with rising personalization comes greater scrutiny. Data-aware consumers demand consented engagement, first-party data integrity, and clean-room infrastructure. Relevance must never feel like overreach.
Done right, AI becomes the festive multiplier—turning fleeting attention into lasting impact, and passive scrolls into intentional purchases.
Mobile-First, Online, and Phygital by Default
Consumers are navigating festive discovery in a fluid, channel-agnostic way—blending mobile, social, digital storefronts, and physical retail with ease.
According to InMobi’s 2025 Festive Trends Report, 83% of regional consumers say mobile is their primary shopping tool, with 90% citing online ads as crucial for discovering products and deals. This mobile-first mindset dominates in India, Indonesia, and Vietnam. Even in Australia, 57% plan to shop mainly via phones.
But this doesn’t mean physical retail is out, it means it’s integrated. Shoppers now move fluidly from creator livestreams to in-store trials, from QR codes to app checkouts. This phygital fusion, once novel, is now the norm.
And when brands get it right, it pays. 92% of APAC shoppers are more likely to convert when messaging is consistent across CTV, mobile apps, social video, and e-commerce platforms.
Context Matters: Discovery With a Purpose
In 2025, context is no longer background; it’s a strategic lever. Consumers aren’t just absorbing what brands say, but also where they say it, how it’s delivered, and whether it aligns with their beliefs.
Festive indulgence is being redefined—not as excess, but as mindful celebration. Shoppers are filtering decisions through the lens of value and values. Price matters, but so does purpose. Especially among younger audiences across India, Southeast Asia, and Australia, authenticity has overtaken aesthetics.
Seasonal slogans no longer cut it. Storytelling must carry cultural, ethical, and emotional resonance.
This is transforming the media equation. In Singapore, 77% say online ads are vital for festive discovery—particularly on trusted, contextually relevant sites. In India, 53% find contextual ads helpful when they match the content they’re consuming. In Australia, 45% prefer ads on reputable platforms, and 39% say content relevance boosts usefulness.
The takeaway? Contextual alignment boosts both performance and perception. With privacy tightening and third-party tracking weakening, contextual strategies aren’t workarounds—they’re amplifiers of trust and traction.
Leading brands are adapting with values-led messaging, high-quality media placements, and contextual AI targeting.
Conclusion: The Strategic Playbook
Across APAC, the 2025 festive season reveals a new marketing mandate: growth won’t come from scaling louder campaigns—but from orchestrating smarter ones.
From India’s digital commerce boom to Southeast Asia’s social-driven buying, one truth cuts across markets: winners act on intent, personalize with purpose, and adapt with agility. AI is now table stakes. Personalization is about behavior in the moment—not just identity.
Festive success hinges on cross-channel consistency, contextual relevance, and real-time intelligence.
In a season where every scroll counts, brands must meet shoppers not just with messages—but with momentum. The opportunity lies in listening smarter, acting faster, and showing up where it matters most.
Sources:
- Datum Festive Barometer
- IAS, Festive Shopping India
- IAS, Australia Holiday Online Shopping Outlook Report
- InMobi’s 2025 Festive Trends Report
