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Will AI Command Holiday Purchasing Decisions?

Analysts from Accenture say shoppers expect generative AI to influence 45% of category spend.

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By: Lianna Albrizio

Associate Editor, Happi

Nearly one-third say they would trust a personal AI agent more than themselves when making holiday purchases.

While consumers are feeling the squeeze amid financial pressures, they aren’t letting it dim their holiday spirit. In fact, it’s only made them more intentional about their spending over penny-pinching.

“Holiday spending remains resilient, but consumers are approaching the season with greater discipline,” said Kathryn Gramling, Accenture‘s global consumer goods, retail and travel lead. “Our latest Holiday Shopping Survey finds that US consumers are expected to spend an average of $737 this holiday season, up nearly 12% from last year. Yet much of that increase reflects higher prices rather than a greater appetite to spend. We expect shoppers to start earlier, plan purchases more carefully and look for ways to stretch their budgets throughout the season.”

A survey conducted by Accenture called, “20th Annual Holiday Shopping Survey,” which included input from Gen Z to Baby Boomers, found holiday budgets are rising largely because of higher prices, making consumers more selective about where, when and how they spend. And they’re counting on trusty AI to make their budgets go further.

AI a ‘Major Force’ in Holiday Shopping

Analysts say AI is emerging as a “major force” in holiday shopping, and 2026 could be the first season in which consumers use it at scale. Shoppers expect generative AI to influence 45% of category spend, while nearly one-third say they would trust a personal AI agent more than themselves when making holiday purchases.

However, while shoppers are embracing AI assistance, most still want a human in the driver’s seat. In fact, analysts say nearly three in 10 shoppers trust an AI agent more than themselves when making holiday purchases. While 73% are open to collaborating with an AI agent and 58% would let it complete tasks on their behalf, only 22% would allow it to decide what to buy and just 8% would let it make purchases independently. This finding creates an opportunity for retailers to build trust through accurate recommendations and human support.

“The role of stores remains remarkably strong,” said Gramling. “Even in an increasingly digital and AI-powered shopping environment, consumers still value the ability to see, touch and compare products before they buy. For retailers, the opportunity is to make stores a source of confidence, not just convenience, by offering expert advice, trusted recommendations and seamless connections between in-store and digital experiences. Retailers that help shoppers make informed decisions and feel certain about their purchases will be best positioned to win holiday spending.”

Holiday Spending Holds Up

Holiday spending is holding up, but analysts say bigger budgets reflect higher prices, not greater consumer confidence. According to Accenture, 31% of US consumers expect a higher holiday budget this year. However, among shoppers expecting to spend the same or more, 53% say it is because “the cost of everything has gone up.” What’s more, US holiday budgets average $737, a nearly 12% increase year over year and a 9.6% three-year compound annual growth rate. That number jumps to $829 for Millennials, but goes down to $696 for Gen Z.

Analysts say holiday shopping dollars will continue to be spread across traditional categories: Clothing and accessories (52%); food and beverage treats (49%); and gift cards or vouchers (49%). Accenture’s Macro Foresight analysis shows that as of June 2026, prices remained approximately 15% higher than they would have been absent from the inflation shocks that began in 2020, continuing to put pressure on household finances. Moreover, financial pressure is impacting where consumers shop, with nearly half planning to buy gifts at mass merchants and warehouse clubs. 

Accenture says consumers are starting holiday shopping earlier and spreading purchases beyond traditional peak days. Per analysts, nine in 10 shoppers plan to begin shopping before Black Friday and Cyber Monday. Nearly one in five consumers began their holiday shopping before August this year, almost double the share recorded in 2025 and 66% plan to participate in Black Friday and Cyber Monday shopping this season.

Human Connection Matters

While AI has been influential in easing purchasing decisions, human connection matters as shoppers continue to rely on stores for inspiration, nostalgia, advice and confidence. According to Accenture, nearly three quarters of shoppers want AI agents to buy only from familiar brands and retailers, highlighting the importance of trust and loyalty. And experiential browsing remains a competitive advantage: 44% of shoppers visit stores to see, touch or try products before purchasing.

“For retailers, the priority is to ensure consumers and AI agents can easily access accurate product information, pricing, promotions, reviews and return policies wherever shopping decisions are made,” said Kelly Askew, Accenture’s global retail lead. “The focus should be on making products easier to discover, easier to evaluate and easier to buy by maintaining consistent information across channels and creating seamless connections between AI, digital and in-store experiences. Retailers that reduce friction and help shoppers make informed decisions will be better equipped to capture demand throughout the holiday season.”

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