Holiday Reports Show Split Views on AI Shopping Role

Four reports released last week from Basis, Salesforce, Attentive, and Alchemer describe similar patterns in holiday shopper behavior while reaching different conclusions about AI, according to MarTech.

Black Friday Loses Central Role

Attentive found that 71% of consumers plan to start holiday shopping before Black Friday, a 12 percentage-point increase from last year. Eighty-three percent begin planning before the shopping weekend, and most expect to continue after Cyber Monday. Basis reported that 68% shop early to avoid shipping delays and 57% buy throughout the year to take advantage of promotions. More than half no longer view Black Friday and Cyber Monday as must-shop events because deals now run year-round.

Shoppers Weigh Spending More Deliberately

Attentive data shows 87% of consumers say economic conditions will influence how they shop. Forty-two percent plan to compare more brands, 41% will prioritize needs over wants, and 80% say an early discount of 40% or less is enough to prompt a purchase. Basis found shoppers weighing free shipping, reviews, historical pricing, and convenience alongside discounts. Salesforce reported that consumer pessimism rose 16% year over year and 13% more shoppers say their financial situation is getting worse.

Reports Diverge on AI Timing and Use

Attentive stated that 70% of consumers now use AI somewhere in their holiday shopping journey, with Baby Boomer adoption rising from 34% last year to 45% this year. Basis found only 17% of consumers expect to use AI during holiday shopping, with another 23% undecided; those who plan to use it primarily want help finding deals, comparing products, and generating gift ideas. Salesforce examines AI agents as an emerging product discovery channel. Alchemer measured trust and found that 35.4% of shoppers mostly or completely trust AI-generated recommendations, while reviews from friends and family carry more weight.

The reports indicate consumers are comfortable using AI for discovery and comparison but remain cautious about letting it make purchase decisions, according to MarTech.