Creators inspire; friends seal Gen Z’s festive buys: Snapchat-GWI study – afaqs!

India’s festive shopping journey is becoming less about a single Diwali-led purchase moment and more about an extended cycle of discovery, discussion and decision-making, according to new research by GWI and Snapchat. The study, based on 1,008 Gen Z internet users in India, finds that while creators and content continue to influence product discovery, purchase decisions are increasingly shaped by conversations with friends and family. Seven in 10 Gen Z consumers say creator content helps them discover products. But when it comes to making the final decision, 63% share products with friends or family before purchasing, while 76% say instant feedback from people they trust makes them more confident about their purchase decisions. Four in 10 actively seek opinions or advice before buying. The findings point to a more fragmented purchase journey, where a consumer may discover a product through a creator or social content but turn to their inner circle before deciding whether to actually buy it. For marketers, this means the traditional awareness-to-consideration-to-conversion funnel is becoming less linear, with influence moving between public content and private conversations. Gen Z is planning for festive shopping earlier The research also challenges the idea of Diwali as the singular peak of
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