Over 70% of Singaporeans see AI helpful for holiday shopping

Ads also play a role in consumers’ decision-making.

The majority of Singaporeans are open to using AI tools to help in their decision-making this holiday season.According to IAS’s 2025 Holiday Shopping Report, 74% of Singaporeans are turning to AI tools for gift inspiration. Meanwhile, 27% said they plan to use such technology in researching online for product or gift ideas.

Ads also help consumers decide, with 3 in 4 saying they guide them in what to buy.

“Instead of wish lists scribbled on paper, shoppers this year are guided by algorithms, trusted platforms, and festive ads that meet them at just the right moment. And despite rising costs, spirits remain high, with most Singaporeans planning to spend the same or even more this season,” IAS said.

The report found that 57% are planning to spend more this holiday season, whilst 66% will pay closer attention to discounts.

For 74% of Singaporeans, discounts are the biggest holiday driver, whilst festive content (53%) and family recommendations (51%) also help inspire purchases, it added.

Half of shoppers start their holiday shopping as early as August to October, with the bulk of spending peaking in November.

“Our data shows impressions alongside holiday content surge by 150% between 15 November and 3 December,  a clear signal for brands to frontload their campaigns,” said Laura Quigley, Senior Vice President of APAC at Integral Ad Science.

“With rising consumer trust in ads and AI shaping gift discovery, the opportunity isn’t just to capture eyeballs, but to convert them into meaningful outcomes this festive season,” Quigley added.