Sponsored by
Think about the last big thing you bought. You probably compared options for days, watched reviews, and asked a friend or two.
Now think about the last small thing you bought without planning to. Same you, completely different speed.
Google India just published a festive shopping study, run with Ipsos, showing that Indian shoppers do exactly this. This edition breaks down what it means for your content.
What is a "two-speed" festive shopper?
Google uses this term for people who shop in two very different ways during the festive season.
Picture a designer two weeks before Diwali. She's comparing tablets, reading specs, and watching three review videos for each one.
Then one evening a Reel shows hand-painted diyas, and she's ordered a set in under ten minutes. She wasn't looking for them. She just saw them and wanted them.
Neither version of her is wrong. They're different moments, and they need different things from you.
Slow mode: how shoppers research before they buy
For bigger purchases, your content's job is to be the answer. These figures are all from Google's study, so they're Google-reported:
Over eight searches and nearly eight videos per purchase
51% say AI helps them decide better
Around 7.5 chatbot conversations along the way
A Google India executive said touchpoints before purchase have gone from 5.5 to 13 for AI users
That's a lot of questions, and your content can answer some of them. A clear comparison, an honest "who is this for," or a video showing the product in real use all help.
Even people who ask AI first still go to Google Search (94%) and YouTube (87%) afterwards.
Fast mode: what makes shoppers buy within minutes
For impulse buys, your content's job is to be the spark. Nobody is comparing specs here. Something catches their eye and they act. Per the same study:
53% use visual tools like Google Lens to find or compare products
61% of quick, unresearched buyers used YouTube Shorts
90% say delivery in under two days is non-negotiable
So your content needs one striking image or one short clip. And if you sell something, a visible delivery promise helps, because speed decides the sale.
Why creators matter in both modes
Whether someone is researching or impulse buying, they often turn to creators.
According to Google's study, 73% of festive shoppers look to creators for inspiration, and shopping watch time on YouTube in India grew over 55% year over year.
Google also reports that 88% of surveyed Indian viewers say YouTube has the creators they trust most. That's one reason it's pushing partnership ads, where brands run creators' videos as ads. Expect more brands to be looking for creators this season.
What to create this week, based on your role
Pick the one that fits your work:
Writers: Take a question your readers keep asking, like "which one should I buy?", and answer it plainly. That's your slow-mode post.
Designers: Make one scroll-stopping visual of a product in a real setting. That's your fast-mode post.
Video editors: Cut your next shoot twice, once as a long explainer and once as a 30-second clip.
Marketers: Write two versions of one offer. One has full details for researchers, the other is quick and visual for impulse buyers.
Entrepreneurs: State your delivery time right at the top of your page or post. Then think about which creator your buyers already trust.
A caveat: This is Google's own research
Google commissioned this research and has an interest in the result. The survey ran in Sept-Nov 2025, so it reflects last year's festive season.
Treat it as a useful pattern, not a guarantee.
Sources
What would you delegate if you had a whole team?
With Skydive, you can build a team of AI agents to take work off your plate.
Create agents for customer support, sales, marketing, engineering, ops, and more. Give each one a role, connect the tools they need, and hand off the work.
Your agents can work on their own or together, sharing context and handing off tasks to get bigger jobs done.
Start with one agent. Build a whole team around you.
