Gen AI gains ground as a holiday shopping tool
In a Deloitte survey, social media remains the top digital tool for holiday shoppers, but generative AI is quickly gaining traction. How can retailers unlock an AI edge?
Holiday shopping has come a long way since 1985, when Deloitte started tracking holiday shopping trends. Whereas malls and catalogs once ruled the retail world, fast forward 40 years, and today’s consumers are also turning to generative AI to help with their holiday purchases.
In Deloitte’s 2025 Holiday Retail Survey of 4,000 US consumers, 33% say they plan to use gen AI tools for holiday shopping this season. That’s more than twice the percentage of those who said the same last year.
Social media continues to lead as the top digital shopping tool, with 59% of respondents reporting they plan to use it for holiday shopping. But AI is quickly carving out its own niche, helping consumers find the best prices, summarize reviews, and create personalized shopping lists. It's a shift that reflects how holiday shopping has become a truly multichannel experience, blending online research with in-person visits.
Brian McCarthy, retail strategy leader with Deloitte Consulting LLP, explores what these changes may mean for retailers trying to evolve with each technological wave.
Watch the video to learn more
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