VDO.AI’s Festive Consumer Index 2026 has revealed that festive shopping is becoming a more considered journey, with consumers comparing brands, evaluating offers and seeking greater confidence before completing purchases.
The report shows that advertising is increasingly becoming part of the purchase journey rather than simply a means of generating awareness. Consumers continue to discover products across social media, shopping applications, streaming platforms and search, but the trust and relevance associated with each advertising environment are playing a greater role in influencing engagement.
CTV and OTT emerged as the most trusted advertising environments, with 38 per cent of consumers placing their trust in these platforms. Social media followed at 29 per cent, while shopping apps accounted for 19 per cent. AI search and news websites recorded 10 per cent and 4 per cent, respectively.
Festive spending also remains strong, with 89 per cent of consumers planning to maintain or increase their spending this year. Fashion recorded the highest purchase intent, with 72 per cent of consumers planning to shop in the category.
Despite this intent, consumers are taking time to evaluate their options. More than 70 per cent compare at least three brands before making a purchase, while 58 per cent delay purchases while waiting for festive sales or more attractive offers.
The report also highlights changing expectations from advertising creatives. Product demonstrations emerged as the most preferred advertising format, followed closely by interactive advertisements. This indicates growing consumer interest in content that demonstrates how products work, communicates their value and allows shoppers to explore offerings before making a decision.
Relevance is similarly becoming central to maintaining consumer attention. Excessive repetition was identified as the biggest contributor to ad fatigue, while irrelevant messaging, overly promotional communication and generic creative were also cited as factors that can lead consumers to disengage from advertising.
Arjit Sachdeva, Co-founder, VDO.AI, said consumers are entering the festive season with a strong willingness to spend but are becoming more selective about the advertising they engage with. He said brands need to focus on making advertising more relevant and useful, particularly when consumers are weighing different choices.
The Festive Consumer Index 2026 provides marketers with insights into where festive consumers are spending their attention, which environments command greater trust and what types of advertising can encourage engagement. The findings are intended to help brands reassess their festive media strategies, creative approaches and consumer experiences.
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