2025假日购物报告：AI应用、预算转移与新消费行为

spending expectations, social commerce,AI-drivenbuying andshifting retail loyalties. A Holiday Season Shaped by AI,Budget Pressure & Convenience •Holiday shoppers enter the seasonmore price-sensitive•AI is becoming a shopping assistant and checkout destination•Social commerce remains strong, butAI is rising faster•Gift cards,discounts, andvalue categoriesdominate•Shoppers are concerned aboutshipping delays•Consumers preferbig-box and ecommerce marketplaces they’re checking out through it. Budgets Tighten:74% Will Spend theSame or Less Than Last Year Top Ways Consumers Are “Cutting Back” This Year •74% plan to hold or reduce spending•41% plan to buy fewer items•23% are actively seeking deals•80% need at least15% discountto consider a purchase Gift Cards Become the Budget-Friendly Go-To Shoppers are turning to gift cards as a simple way to stay onbudget, giving them greatercontrolandpredictabilityovertheir holidayspending. “Do you plan to purchasegift cards this year?” gift cards this year as a wayto stick to your budget?” Price & Convenience Drive BothIn-Store and Online Shopping Shoppers are prioritizing value above all else—whether they’rewalking into stores or browsing online.Price and promotions topthe list of drivers for both channels, followed closely by sheerconvenience. Consumers are blending in-store and digitalexperiences fluidly, choosing whichever option helps them savetime, avoid hassle, and stretch their holiday budgets further. •Top online drivers:Price/deals (55%), convenience (47%) make holiday shopping easier. Regardless of where they shop,consumers want the fastest, simplest experience possible. Value Essentials Lead: Footwear, Casual Apparel,Personal Care Top the List When shopping online, consumers gravitate towardcasual apparel and tech, with both categories tied at29%, andathletic footwearclosebehind. In-store, shoppers prioritize categories wherefit, comfort, andquality matter most, led by athletic footwear (27%), casual wear (26%), and beauty/personal care (24%).65% do not plan to buy luxury goods atall. •Electronic, tech, gadgets, & video games (29%)•Athleticfootwear (27%) •Casualwear (26%)•Beauty & PersonalCare (24%) Social Commerce Holds Strong:Facebook, TikTok, andYouTubeLead •57% use social media for research •Platforms used most forresearch: Facebook (59%), TikTok (54%), YouTube (52%)•Platforms used most forcheckout: Facebook (59%), TikTok (54%), Instagram (47%) AI Goes Mainstream:68% of AI Users WillPurchase Directly Through It Willingness to Make Holiday Purchases via AI(All AI Users) •39% of all consumers use AI for holidaydiscovery and shopping Top Reasons for “No”Concerns about security & privacyLack of familiarity or comfortwith AI systemsPreference for maintainingpersonal control overpurchase decisionsDesire for a more personal orhuman experience discovery→checkout assistant, helping shoppers find deals, compareoptions, and save time. Willingness to Make Holiday Purchase via AI–By Generation(Among AI Users Saying ”Yes”) Shipping Worries Surge: 57% Fear Delays,86% Willing to Pay for Shipping More than half of consumers (57%) are worried theirgifts won’t arrive on time this year—up sharply from2024.Andwhile shoppers are anxious about timing,they’re also realistic:86% are willing to pay forshipping, with nearlyonein five prepared tospendover $20to ensure reliability.Retailersthat can guarantee dependable delivery— “Are you concernedabout shipment delaysthis holiday season?”43% without surprisecosts—will earn trust quickly thisseason. Big-Box Retailers Remain theHoliday Favorite “What type of store do you prefer to shop for the holidays?” Big box retailers like Target, Walmart26%eCommerce marketplaces like Amazon or eBay15%Outlet stores10%Discounters like TJ Maxx or Ross9%Department stores like Nordstrom or Kohl’s8%Club stores like Sam’s Club or Costco7%Single Brand stores like Nike or Abercrombie or Bath & Body Works7%Category stores like Famous Footwear or Dick’s Sporting Goods6%Small businesses and handmade like Etsy or boutiques6%Secondhand shopping5%1% •26% prefer big-box stores (Target, Walmart) strong deals, convenience, and reliable inventory. Key Retail Implications:Price Sensitivity + AI Acceleration Winning Themes: •Price empathymatters•AI merchandising and personalized recommendations willwin•Make discounts easy to access—threshold is 15%•Ensure inventory + shippingreliability•Optimize omnichannelconvenience Respondent Breakdown CONSUMERS1145 MethodologyThis study was conducted online among a nationally representative sample of1,145U.S. consumers inNovember2025. Appendix Appendix Appendix Appendix A U D I E N C EB R E A K D O W N|C O N S U M E R S concerns, lack of familiarity, and preference for personal control over purchases. Somealso expressed a desire for a more personal experience and a lack of confidence in AI'sreliability.How much are you planning to spend this holiday season compared to last year? App