Singaporeans are embracing technology this holiday season, with a significant shift towards artificial intelligence (AI) and advertisements as key shopping aids. According to the 2025 Holiday Shopping Report by Integral Ad Science (IAS), 74% of Singaporeans are using AI for gift inspiration, whilst 77% find advertisements helpful in their purchasing decisions.
The report highlights a transformation in shopping habits, with traditional wish lists being replaced by algorithms and targeted ads. Despite economic pressures, the festive spirit remains strong, as 57% of Singaporeans plan to increase their holiday spending, and 66% are keen on finding discounts.
Mobile devices are set to dominate the shopping experience, with 71% of consumers planning to use them for most of their purchases. E-commerce sites, social media, and video platforms are the top channels for festive shopping, with 64%, 61%, and 47% of Singaporeans respectively turning to these platforms.
The report also notes that half of the shoppers begin their holiday shopping as early as August, with spending peaking in November. Discounts are a major motivator for 74% of shoppers, whilst festive content and family recommendations also play a significant role.
Laura Quigley, Senior Vice President of APAC at IAS, commented, “Singapore’s holiday shopping season is increasingly shaped by precision and timing. 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.”
As AI and ads continue to influence consumer behaviour, brands have a unique opportunity to convert consumer interest into meaningful sales outcomes this festive season.
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