What we uncovered: a season shaped by earlier shopping, price-conscious behavior, digital-first discovery, and the growing role of AI. From deal-hunting to gift inspiration, here’s how shopping is transforming—and how brands can keep up.
Holiday shoppers aren’t waiting for the snow to fall or even Black Friday. Many are starting their gift hunts as early as October, actively seeking promotions, comparing prices, and managing tighter budgets.
Today’s gift journey starts with a scroll. Whether browsing retailer websites, watching YouTube reviews, or tapping through social feeds, shoppers are relying on digital channels to discover the season’s must-haves.
primarily shop for holiday gifts online
shop online at least once a week
How behavior changes during the holidays. When the holiday spirit kicks in, so does the scroll. Shoppers are more engaged with digital ads during the holidays, especially when the experience is seamless and visual.
find product carousels helpful when viewing an ad
say product images are the first thing they notice
like that carousels let them shop without leaving the page
The results showed significant improvements when product carousels were included.
lift in attention to the brand name
increase in comprehension of product pricing
increase in comprehension of advertised products
View Ad GalleryAI is stepping in as a digital holiday helper. Whether comparing prices, surfacing deal alerts, or generating gift ideas, chatbots are becoming a go-to resource for tech-savvy and curious shoppers alike.
find product carousels helpful when viewing an ad
interested in an AI shopping assistant
Though the tradition is global, the behaviors are deeply local. From what sparks inspiration to what seals the deal, holiday shoppers in each country bring unique habits, preferences, and priorities to the season of giving.
Canadian shoppers blend in-store tradition with digital convenience, turning to the web for inspiration and deals, while still favoring physical stores and increasingly embracing AI for holiday purchases.
still prefer to do their holiday shopping in-store
always or sometimes sompare prices
say retailer websites are their go-to online channel
are open to AI agents for purchasing an item when it reaches a certain price
French shoppers take their time gearing up for the holidays, but they make up for it with sharp deal-hunting instincts. Online shopping is less frequent, but discounts are a powerful motivator once they do engage.
wait to start their holiday shopping until December
prioritize finding deals during the holidays
is lowest percentage globally who have already started shopping
would use AI for flash and discount alerts
Mexican shoppers lead in AI adoption, digital ad engagement, and spending increases. While price matters, fast delivery and product availability top the list of priorities, making efficiency the name of the game.
plan to spend more this year - more than any other market
say product carousels in ads are exceptionally or very helpful
pay closer attention to online ads during the holiday season
have used AI to help with holiday shopping
US shoppers are the earliest planners and strongest digital buyers among the countries surveyed. Convenience, promotions, and online experiences shape their holiday approach from the start of the season.
have already begun their holiday shopping
say Black Friday/Cyber Monday will account for more than half their total spend
plan to do their holiday gift shopping online
say retailer websites are their go-to online channel
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