Generative artificial intelligence is becoming an increasingly important tool for holiday shopping, with consumers estimating that GenAI will influence, on average, 45% of their spending across major product categories. Nearly 3 in 10 consumers say they would trust an AI agent more than their own choices when shopping for the holidays, according to the 20th edition of Accenture\u2019s annual Holiday Shopping Survey, conducted among more than 16,000 consumers across several markets.<\/p>\n\n\n\n
The use of AI is not limited to searching for products. 40% of consumers intend to use such tools to find the best deals, while 31% plan to use them to discover products, compare options and decide where to shop. At the same time, one-third of respondents believe that an AI agent could choose gifts for their loved ones better than they could themselves.<\/p>\n\n\n\n
However, consumers are more open to collaborating with AI than to handing over complete control of their shopping. 76% would use an AI agent as a partner in the shopping process, while 61% would allow it to carry out certain tasks. Only 24% would let it decide what to buy, and 8% would allow an agent to complete a purchase independently.<\/p>\n\n\n\n
Trust in retailers and brands remains important, including when interacting with AI. Nearly 3 in 10 consumers prefer tools developed by retailers or brands over agents operating across multiple platforms. Among those who prefer retailer-developed tools, 33% believe these are most likely to offer them the best prices and deals, while 26% have greater confidence that their personal and payment data will be protected.<\/p>\n\n\n\n
Higher budgets, but consumers are more price-conscious<\/strong><\/p>\n\n\n\n Despite pressure on household budgets, consumers do not intend to give up holiday shopping. 30% expect to have a higher budget this year, but for 56% of those who say they will spend more, the reason is the general increase in prices.<\/p>\n\n\n\n In markets such as the United States, the United Kingdom and Australia, the average holiday shopping budget is expected to increase by approximately 9% compared with last year.<\/p>\n\n\n\n The main spending categories remain clothing and accessories, mentioned by 51% of respondents, food and beverages associated with the festive season, at 50%, and gift cards or vouchers, at 41%.<\/p>\n\n\n\n Financial pressure is also influencing where consumers intend to shop. Four in ten plan to buy from online retailers or supermarkets and grocery stores, while approximately one-third intend to purchase gifts from major retail chains and cash-and-carry stores.<\/p>\n\n\n\n \u201cConsumers are cautious, but the intention to spend remains. Globally, 30% of consumers expect to have a higher holiday budget this year. However, a significant part of this increase reflects higher prices, rather than necessarily a desire to spend more. Consumers are becoming increasingly careful about how they use their budgets and are looking for solutions that help them get as much value as possible from every purchase,<\/em>\u201d said Kath Gramling, Global Consumer Goods, Retail and Travel Lead, Accenture<\/strong>.<\/p>\n\n\n\n Holiday shopping starts earlier<\/strong><\/p>\n\n\n\n The holiday shopping season is no longer concentrated around just a few peak shopping days. Eight in ten consumers intend to start shopping before Black Friday and Cyber Monday.<\/p>\n\n\n\n Nearly 14% of respondents started their holiday shopping before August, more than double the 6% recorded in 2025.<\/p>\n\n\n\n However, physical stores remain important even for consumers who actively use GenAI. 43% visit stores to see, touch or test products before purchasing, while one in two consumers continue to use stores as a source of recommendations and advice. Nearly three-quarters of respondents would also prefer AI agents to buy only from brands and retailers they know or prefer, even when similar alternatives are available.<\/p>\n\n\n\n About the study<\/strong><\/p>\n\n\n\n The 20th edition of the Accenture Holiday Shopping Survey was conducted among 16,138 consumers and examines shopping behaviours and intentions for the holiday season, both online and in physical stores. The sample included respondents from several age groups: 15% Generation Z, 30% Millennials, 29% Generation X and 26% Baby Boomers. The survey was conducted between 13 August and 1 September 2026.<\/p>\n\n\n\n About Accenture<\/strong><\/p>\n\n\n\n Accenture is a global professional services company that helps the world\u2019s leading organisations reinvent themselves by building their digital core and harnessing the power of artificial intelligence to create value at speed and scale. Accenture\u2019s strategy is to be the reinvention partner of choice for its clients, to lead the secure adoption of AI at scale, and to be one of the most client-centric, AI-enabled and attractive companies to work for globally. Accenture brings together the talent of its approximately 814,000 employees, its proprietary assets and platforms, deep process and industry expertise, and strong relationships across partner ecosystems to deliver end-to-end solutions and measurable outcomes at scale. Through its portfolio of Reinvention Services, the company provides extensive expertise in areas including Cybersecurity, Digital Core, Finance, Industry and Enterprise, Song, Supply Chain and Engineering, and Talent, supported by advanced capabilities in AI and Data, Industry and Process, and Technology. Accenture serves approximately 9,000 clients globally and reported revenues of approximately $70 billion in fiscal year 2025. <\/p>\n","protected":false},"excerpt":{"rendered":" Generative artificial intelligence is becoming an increasingly important tool for holiday shopping, with consumers estimating that GenAI will influence, on average, 45% of their spending across major product categories. 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