In the fast-evolving landscape of holiday shopping, the future is undoubtedly digital—and Singaporeans are embracing it with open arms. As the holiday season approaches, a striking 74% of consumers in the city-state are turning to artificial intelligence (AI) tools for gift inspiration, according to the 2025 Holiday Shopping Report from IAS. This data reveals a significant shift in how people are making purchasing decisions, with 27% planning to use AI for online research on products and gift ideas.
Interestingly, advertisements are playing a pivotal role in guiding consumer choices. The report highlights that three-quarters of shoppers find that ads significantly influence what they 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,” says IAS. Despite rising economic pressures, the spirit of giving remains robust, with many Singaporeans intent on either maintaining or increasing their spending this season.
According to the report, 57% of respondents are planning to spend more during the holidays, while 66% will be vigilant about discounts. Discounts emerge as the primary driver of holiday spending for 74% of shoppers, followed closely by festive content at 53% and family recommendations at 51%.
The early bird catches the present: half of all shoppers begin their holiday shopping as early as August or October, with the majority of expenditures peaking in November. Laura Quigley, Senior Vice President of APAC at Integral Ad Science, notes, “Our data shows impressions alongside holiday content surge by 150% between November 15 and December 3, a clear signal for brands to frontload their campaigns.”
With the rising consumer trust in ads and the innovative role of AI in gift discovery, this festive season presents an unparalleled opportunity for brands—not just to capture attention, but to convert that interest into tangible sales. As Quigley aptly puts it, “The opportunity isn’t just to capture eyeballs, but to convert them into meaningful outcomes.” It’s an exciting time for retailers who can navigate this new digital terrain.
How are Singaporeans using AI tools for their holiday shopping?
Many Singaporeans are leveraging AI tools for gift inspiration, with 74% integrating these technologies into their shopping experience, particularly for online research about products and gifts.
What role do advertisements play in consumer purchasing decisions?
Advertisements significantly influence consumer choices, with three in four shoppers acknowledging that ads guide their buying decisions, highlighting the effectiveness of advertising during the festive season.
When do most shoppers start their holiday shopping in Singapore?
Half of the shoppers in Singapore begin their holiday shopping as early as August to October, while the peak spending period is in November, according to the report findings.
