Around 74% of SG shoppers open to using AI for personalised holiday shopping : report

Singapore — Holiday shopping in Singapore is kicking off earlier than ever, with most consumers planning to boost their festive spending and lean heavily on online and mobile platforms, according to a report from Integral Ad Science

AI tools are entering the mainstream: 74% of shoppers are open to using AI for gift ideas, price tracking, and personalised recommendations, underscoring a shift toward smarter, tech-driven holiday shopping.

The report highlights a clear opportunity for brands to engage consumers online. 

A whopping 77% of consumers say online advertising is key to discovering new products and deals, particularly when ads are placed on trusted, contextually relevant sites.

Between November 15 and December 3, ad impressions tied to holiday shopping content surged by 150%, making this window crucial for retailers and advertisers to maximise reach.

E-commerce is set to take centre stage this year: 76% of consumers will do more shopping online, with mobile emerging as the go-to device for 71% of holiday buyers. 

Retail and e-commerce sites lead the pack (68.4% and 51.8%, respectively), followed by local businesses, specialty gift platforms, and even livestream shopping.

Social media is also becoming a powerful shopping companion. 

At least 61% of consumers plan to use social platforms for product discovery and promotions, while nearly half will turn to YouTube and other video sites for festive shopping inspiration.

Price sensitivity also remains top of mind, with 66% of Singaporeans tracking sales and promotions more closely this season. 

Discounts and promotions (74%) and holiday-related content (53%) are now the strongest drivers of purchase decisions, ahead of social media influence (39%) and word-of-mouth (34%).

More than half (57%) expect to increase their holiday budgets compared to last year, signaling strong consumer confidence despite concerns over rising prices.

The survey also revealed that 56% of shoppers are starting before November, with some as early as August.  

With shoppers eager for deals, brands that combine timely promotions, mobile-first strategies, and contextually safe advertising stand to win big this festive season.