BCG Report: Consumer Spending Intent Rises Alongside GenAI Usage for Holiday Sales
Nearly 80% of consumers plan to participate in upcoming year-end sales, with nearly half leveraging generative AI for research and deal-finding.
A survey of 10,000 consumers across ten countries by Boston Consulting Group (BCG) indicates that year-end shopping strategies are becoming increasingly data-driven. While 79% of shoppers intend to participate in events like Black Friday, 81% expressed concern over rising costs for essential goods, driving them to delay purchases to capture better value.
Generative AI has emerged as a primary tool for consumers, with 48% reporting they use the technology to compare products and research deals—a 9-point increase from the previous year. This shift in behavior extends beyond younger demographics, as Gen X and Baby Boomer adoption rates have also seen notable growth.
Market analysts note that retailers are under pressure to adapt their digital strategies. Success in the current landscape requires visibility within AI search ecosystems and a return to transparent, straightforward pricing. Managing Director Jessica Distler stated that retailers must compete on precision and accessibility as shoppers prioritize tailored, efficient purchasing experiences.