RESEARCH REPORT
Holiday shopping 2025
‘Tis the season for smarter spending and renewed confidence
5-MINUTE READ
October 22, 2025
Holiday shoppers are preparing to spend more this season—but much of that spending reflects higher prices, not higher confidence, according to Accenture’s 19th Annual Holiday Shopping Survey. As a result, consumers are compelled to prioritize value; they’re also starting their shopping early. However, even these tactics are backfiring, as they encounter a confusing barrage of offers and promotions. They’re stressed, and it's only October.
The good news is that generative AI (gen AI) tools can help companies take the noise out of the shopping journey with curated, personalized recommendations. And don’t forget the in-store experience, which can turn a stressful trip into a sensational one, if frontline staff are also equipped with helpful, easy-to-use AI tools that enable them to become the trusted guides shoppers need and crave.
It's time to help people remember that choosing and buying gifts for others should feel good—and even be a source of joy.
87%
of shoppers plan to spend the same or more this year—up from 75% last year
76%
of consumers report feeling overwhelmed by too many product choices
66%
of consumers have used gen AI in the last three months, up from 39% in last year’s survey
70%
of retailers plan to hire more frontline workers during this holiday shopping season compared to last year
Stress is driving shopper dynamics
Shoppers are struggling as costs loom higher and they try to make every penny count. They’re seeking promotions and deals, and at the same time, they’re finding it difficult to sort through the many offers competing for their attention. A large majority (85%) say they’re likely to abandon their carts altogether due to frustration or indecision.
The ripple effect?
Fewer purchases, lower satisfaction and, likely, higher returns, as shoppers “settle” rather than succeed. This, as frontline workers are increasingly fatigued. As the face of the brand in-store, they take on shoppers’ stress, live. One in four often feels “exhausted” after a difficult customer conversation, yet they still need to muster genuine interest and energy for the next guest.
Gen AI as the holiday shopper’s best friend (and a great frontline support)
Gen AI can help transform holiday shopping by simplifying choices and boosting shopper confidence in their decision-making. More than a tool, almost a friend, it’s emerging as an increasingly promising solution. In preparation for Black Friday, 46% of US shoppers plan to use conversational or gen AI tools, with 66% of consumers having used it in the last three months, compared to 39% in last year’s survey. About 77% say they plan to use it for assistance with holiday shopping.
75%
of heavy gen AI shoppers are using it to explore new gift ideas—compared to 40% of light gen AI user
72%
of heavy gen AI users say the tool helped them deal with “too many choices”—compared to 33% of light gen AI users
70%
of heavy gen AI users say that it reduced the number of times they needed to reach out to store staff or customer service—compared to 38% of light gen AI users
74%
of heavy gen AI users feel that it inspires confidence in them when they are unsure about what to buy—compared to 34% of light gen AI users
Retailers are taking note
Nearly half of US retail executives say gen AI is one of the most influential trends this season and are now creating differentiated tools. They’re also thinking about agentic commerce. Solutions such as ChatGPT’s “BuyNow” option will weaken their influence over shopper journeys, but differentiated brand-owned tools (such as Target’s gift finder) can strengthen shopper connections.
*Heavy gen AI shoppers have used the technology in the last 3 months and plan to use it for at least 50% of their holiday shopping activities. Light gen AI shoppers may or may not have used it in the last 3 months and intend to use it for less than 50% of their holiday shopping activities.
But what do shoppers want from retailers? One in three wants simple AI tools that smooth transactions. The same number wants tools that recommend and compare products and feel more human than robotic.
Meanwhile, two in five sales staff say they find it easier to assist consumers who use AI tools. They now want to use AI to deliver more value to customers. But while employers are equipping staff with the basics (i.e. mobile devices or handheld scanners), workers say that the kinds of support that would truly move the needle—including gen AI-powered customer service assistants, voice-enabled lookup tools and shelf-scanning technologies—are largely absent.
Noli is combining AI with consumer data and deep research to improve shoppers’ online experience. The result: 92% of users received a great skincare match; 87% reported increased shopping confidence.
Noli (No One Like I): A beauty tech startup founded by L'Oréal Groupe
The store’s key role: Brand ambassador and source of holiday spirit
The role of the physical store has evolved. It’s becoming a welcome remedy for online overload. While gen AI can help narrow choices, stores offer in-person interaction, curated displays and a festive experience that tech can’t provide. Amid the digital chaos, 40% of consumers said they are turning to stores for clarity, inspiration and connection.
For 32% of these shoppers, the ability to see and touch products is a decisive factor. About 37% are looking for festive ambiance, while 36% seek in-store perks or unique events. Department stores, supermarkets and discount retailers are popular as they offer convenience and value under one roof. Frontline workers and their ability to guide, support and inspire are vital to the experience.
Three strategies for retailers to win this holiday season
01
Simplify shopping journeys to reduce stress
The future isn’t about where shoppers buy, but how easily they can find the right information and decide. Every touchpoint, online or in-store, needs to add clarity, remove hesitation and reinforce confidence. This means analyzing if and how your brand needs to shift from search engine optimization to generative engine optimization to ensure visibility in AI searches. Optimize product attribution through use of natural language, almost in an FAQ-style. Double down on your brand to establish a single source of truth, so shoppers see one message, one price and one promise—everywhere.
02
Build gen AI as a shopper's friend in this era of recommendations
As gen AI shapes every stage of discovery and decision-making, shopping is moving from intent-driven exploration to intelligent curation. Shoppers will no longer search for what they need; they will, instead, be guided to it. In this context, the use of AI in retail needs to be more human, inspire trust and mirror the brand’s tone. Success will depend on how well AI interprets emotion, context and intent—making every suggestion feel situationally right.
Shoppers are looking for value, yes, but they also want to feel like they belong. Use data to inform curated product bundles. Consider themed or curated gift zones and in-app recommendations for purchasing goods if unavailable online or in a particular store. In addition, train store staff to improve chances of successful purchases (reducing the likelihood of returns) through better consultations both online and offline. This could include offering real-time sizing to customers in the store and live chat guidance online.
03
Strengthen human connections to improve in-store experiences
Invest in in-store experiences—ambiance, exclusivity and easy returns. Stores—often stress central, particularly as the holidays draw near—need to evolve into dynamic spaces that inspire, advise, fulfill and offer respite for shoppers and frontline workers alike. Integrate digital storytelling, guided discovery and intelligent checkout into every floor plan. Invest in training frontline workers; pay attention to their wellbeing. They want to engage with AI tools; help them do it. Equip them with data fluency: AI-powered tools that can help them elevate every customer interaction. Four of five frontline staffers say they’d use AI tools for quick lookups, customer queries and repetitive tasks.
A season of shared value
The 2025 holiday season is about honing in on value, simplifying decision-making and easing stress. Shoppers, retailers and consumer brands are aligned in wanting all three. With thoughtful use, gen AI can deliver on that promise—supporting a season that rewards consumers, employees and organizations alike.
Research Methodology
Accenture’s 19th Annual Holiday Shopping Survey provides comprehensive insights into evolving consumer purchasing behaviors during the 2025 holiday season. Conducted online between August and September 2025, the survey gathered responses from over 7,500 shoppers across ten countries. A survey of 100 U.S. retail executives and 200 frontline workers explored retailer strategies and preparations for the upcoming holiday period.