零售与购物2026

DECEMBER 2025 M E T H O D O L O G Y ABOUT THIS STUDY Survey Methodology •The survey was conducted bydentsuviaToluna, an online •Administered on November 11th, 2025.•Distributed among a random sample of 800 U.S. •Controls for nationally representative weighting acrossage, gender, region, race and ethnicity (using the latest CONTENTS 01TOP CONSUMER INSIGHTS02USING AI TO BROADEN SHOPPING HORIZONS03SCRUTINIZING ADS AND SHOPPING EXPERIENCES04MAKING SHOPPING MEMORY-WORTHY04NAVIGATING TRUST IN MARKETPLACES05WHEN RETAIL BECOMES STORYTELLING S E C T I O N0 1 TOP CONSUMER INSIGHTS A II S B E C O M I N G A R E C U R R I N G M E M O R A B L EE X P E R I E N C E S T U R N C O N S U M E R SW E L C O M E T H E 1 in 3 U.S. consumers are using AI shoppingtools, and the share grows to half with thoseplanning to use them. AI tools are especiallyappreciated as an aid to discover new products While shopping is still seen by most as afunctional task, consumers–especially youngerones–crave delightful experiences from brandsand retailers, and are willing to use social media However, there is a concern that entertainmentis being brought in at the expense ofconvenience and lower prices. Beyond R E T A I L E R SA R E O N T H E H O O K C O N S U M E R SA R E B E C O M I N G Consumers say they are paying more attentionto both online and in-store ads compared to ayear ago. However, they feel that marketers arenot really living up to their personalization Even though at times consumers are not surewho’s doing what, they fundamentally believeretailers need to vouch for the sellers surfaced USING AI TOBROADEN SHOPPINGHORIZONS AI IS INVESTING IN COMMERCE, COMMERCE IN AI The integration of the two us strengtheningg by the day. AND AMERICANS ARE LEANING IN: AI I IS BECOMING A RECURRENT SHOPPINGPARTNER FOR US SHOPPERS More than half of Americans are either using it or planning to use it to shop. Men and younger generations are more likely toalready use. AI IS EMERGING AS A SOURCE OF INFLUENCE ON AMERICANS’PURCHASING DECISIONS Friend and retailers continue to be the most trusted influences, but AI tools are reportedly more trusted than influencers. AI IS BROADENING AMERICANS’ SHOPPING HORIZONS Half of respondents say it’s helpful to discover new products and offers. Men and Millennials are most likely to agree. AMERICANS ARE SPLIT ON WHETHER AI SHOPPING TOOLS SHOULDBECOME A REGULAR FIXTURE OR NOT Half of respondents would like to see AI shopping tools more often or as much as they do now, however 3 in 10 are completelyagainst this type ofexperience. Men, GenZersand Millennials are more likely to want more, while Women and Boomers over-index on rejecting AI. TO WHAT EXTENTARE YOU HOPING TO ENGAGE WITH AI TOOLS THAT HELP YOU 23% 32% “I WOULD PREFER TO SEETHESE TOOLS BEING “I’M NOT OPEN TO THIS “I WOULD LIKE IT TO SEETHESE TOOLS BEING “I’M HAPPY TOSEE THESETOOLS BEING AVAILABLE Men = 28%Gen Z = 28% Women = 34%Boomers = 47% S E C T I O N0 2 IMPLICATIONS FOR MARKETERS MAKE YOUR OWNED DIGITAL PROPERTIES ALGORITHM-READY As AI shopping tools increasingly become commoditized personal shopping assistance forconsumers, brands and retailers need to surface information on product assortments,pricing, benefits that is easily indexable and ‘crawlable’ by these tools. Pivoting to an USE AI TO BUILD GOAL ORIENTED SHOPPING EXPERIENCES The proliferation of AI agents will get consumers accustomed to start shopping beforethey know specifically what they need or want, but rather only have a broader idea ofwhat they are trying to accomplish (e.g., “I need to host a barbecue for 25 guests…”) PROVIDE CLEAR COMMUNICATIONS ABOUT AI GOVERNANCE A significant share of consumers still feels uneasy about AI becoming part of theireveryday lives. This is particularly true for Women, who are often holding a greater ‘shareof wallet’ for purchases in several categories. Build an AI roadmap that leverages SCRUTINIZING ADSAND SHOPPING MOST AMERICANS ARE OK WITH THE QUANTITY OF ADS THEY ARE SHOWN, BUTSOCIAL MEDIA IS PERCEIVED TO BE OVERCROWDED BY THEM Social media is also reported to be the channel most consumers are reticent to use to shop. CONSUMERS PAY ATTENTION TO ADS WHEN SHOPPING BOTH ONLINEAND IN-PERSON And they expect personalization to be consistent across both shopping experiences. TO WHAT EXTENT DO YOU AGREE WITH THE FOLLOWING STATEMENTS? 69% 66% “I EXPECT PERSONALIZEDEXPERIENCES FROM “WHEN I SHOP IN-STORE, IPAY CLOSE ATTENTION TOTHE PRODUCTS BEINGADVERTISED BY THE “WHEN I SHOP ONLINE, IPAY CLOSE ATTENTION TO IN FACT, CONSUMERS CLAIM THEY’RE PAYING MORE ATTENTION TO ONLINEADSCOMPARED TO LAST YEAR Men, Gen Z, and Millennials over-index on saying they are paying more attention. SIMILARLY, THEY SAY THEY’RE ALSO PAYING MORE ATTENTION TO IN-STORE ADS In fact, the share of those who say they pay less attention compared to last year is smaller than those who said so foronline ads. AMERICANS FEEL GOOD ABOUT ADS AS AN