Shoppers plan to spend more money in the upcoming holiday season, but much of the cash outlay will be a response to higher prices, not higher confidence in personal finances, according to the Accenture 19th Annual Holiday Shopping Survey.
As an uncertain macroeconomic environment overshadows holiday preparations, consumers are compelled to prioritize value, the business services firm maintained. Consumers also started their holiday shopping early. However, retail promotional initiatives earlier in the holiday selling season may be backfiring to the extent that they are confusing shoppers with a barrage of offers and promotions, according to Accenture. Consumers are already getting stressed, Accenture emphasized.
Retailers are providing generative AI tools to help companies take some of the frustration out of holiday shopping with personalized recommendations. Although that is likely to prove helpful for some, consumers still like the experience of shopping in actual stores. Online and in brick-and-mortar locations, retailers that make it easier and more satisfying to shop can improve their prospects, according to Accenture.
In the survey, Accenture noted:
- 87% of shoppers planned to spend the same or more money on the holidays this year, up from 75% last year.
- 76% of consumers report feeling overwhelmed by too many product choices.
- 66% of consumers have used GenAI 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.
Shoppers are concerned as costs loom higher as the holidays approach, and they’re trying to make every penny count, seeking promotions and deals. Yet, as they do so, consumers find it difficult to sort through the many offers competing for their attention. Indeed, 85% say they’re likely to abandon their carts due to frustration or indecision, Accenture reported.
Given the circumstances, Accenture asserts, consumers might make fewer purchases, register lower satisfaction and initiate more returns as they settle rather than find satisfaction. To complicate matters further, frontline workers are increasingly fatigued dealing with stressed shoppers, with one in four often feeling exhausted after a difficult customer conversation, according to the Accenture survey.
The spread of artificial intelligence in retailer interaction with consumers will have a more significant effect on holiday shopping in 2025, Accenture pointed out. In preparation for Black Friday, 46% shoppers in the United States express interest in using conversational or GenAI tools. Two-thirds of consumers surveyed said they had used them in the past three months, versus 39% in the 2024 Accenture holiday survey, and 77% say they plan to seek AI assistance with holiday shopping.
Some 75% of heavy GenAI shoppers have been using the technology to explore new gift ideas, versus 40% of light users. At the same time, 72% of heavy GenAI users said such tools help them deal with too many choices, versus 33% of light GenAI users. Moreover, 70% of heavy GenAI users said the technology reduced the number of times they needed to reach out to store staff or customer service, versus 38% of light GenAI users in 2024. Among heavy users, 74% feel that AI inspires confidence when they are unsure about what to buy, versus 34% of light GenAI users, Accenture asserted.
Although the development of AI at retail gets a lot of attention, Accenture stated the role of the physical store has evolved as well, in part as a remedy for online overload. Although GenAI can narrow choices, stores offer in-person interaction, curated displays and a festive experience that online shopping can’t provide even with technological advances. Four out of 10 consumers responding to the Accenture survey said they are turning to stores for clarity, inspiration and connection.
Of consumers turning to stores, 32% said the ability to see and touch products is a decisive factor that drives them, while 37% are looking for festive ambiance and 36% are seeking in-store perks or unique events. Department stores, supermarkets and discount retailers are popular due to their ability to offer convenience and value under one roof, Accenture indicated. In 2025, the company added that salesfloor employees equipped with easy-to-use AI tools that can act as trusted shopper guides who can help make consumer store visits successful if, of course, retailers ensure staffers don’t burn out during the holiday season.
