AI Emerges As A Holiday Shopping Ally Ahead Of Black Friday And Cyber Monday

Artificial intelligence could be the surprise shopping assistant of the 2025 holiday season.

A new survey of 2,000 U.S. adults found that more than half of Americans (57%) already use AI tools to help with their shopping, and one in three say they find the technology useful when shopping. Thirty-four percent have already turned to AI for gift advice, with nearly three-quarters of that group (74%) believing the technology will make them better gift-givers this year.

In fact, almost a third of respondents (32%) said they would trust AI over their friends or family to provide stronger gifting recommendations. Shoppers credited AI with helping them find the lowest price on products (38%), gather direct product links (37%) and brainstorm ideas (35%).

The survey, commissioned by UserTesting and conducted by Talker Research, shows AI is just one factor shaping consumer behavior as Black Friday and Cyber Monday approach. This year, 62% of respondents said they plan to shop Black Friday sales, up from 55% in 2022 when a similar UserTesting study was conducted. Sixteen percent intend to rely exclusively on Black Friday to complete their holiday shopping.

Cyber Monday, meanwhile, appears to be losing some ground: 56% said they plan to shop the online sales event, down from 66% three years ago, and only 10% will rely on Cyber Monday exclusively. Millennials were the generation most likely to participate in Cyber Monday (61%), but Gen Z leaned toward Black Friday, with 77% planning to shop the in-person event.

On both days, most shoppers expect to spend about the same as last year (43% for Black Friday, 47% for Cyber Monday). Still, 39% of Black Friday shoppers and 30% of Cyber Monday shoppers plan to spend more. Average spending on Black Friday this year is forecast at $449, up from $423 in 2024.

“Holiday shopping can feel like an ever-increasingly daunting task every year, and shoppers are looking for any way to make it easier on themselves,” said Bobby Meixner, Vice President of Solution Marketing at UserTesting. “Shoppers want that edge where they can be both better gift-givers and remain on budget. I think thats why they are starting to see AI tools as a way to achieve both goals. Its becoming one more useful resource shoppers can turn to this season.”

Economic anxieties are influencing holiday planning. Forty-three percent of shoppers said inflation is their top concern, while 31% cited tariffs. Other worries include crowds (35%), whether items will be in stock (27%), shipping delays (26%) and scams (22%).

Nearly a quarter of respondents (23%) said they believe inflation or tariffs will have a major impact on their holiday shopping this year, prompting 59% to spread their purchases out over a longer period to stay on budget (56%) and avoid crowds (34%). More than half (58%) plan to begin shopping at least a month before Black Friday, with 14% saying they had started more than four months ago.

Overall, 59% already have money set aside for their holiday spending. Shipping costs are also a key factor for consumers this year, with 41% ranking lower shipping fees as the most important element in their shopping experience. Convenience options like in-store pickup (20%) and overnight shipping (10%) also weighed heavily in respondents priorities.

“Inflation and tariffs are going to have an unavoidable impact on spending this year, and were seeing consumers react accordingly by thoroughly planning out their shopping,” Meixner said. “For retailers and brands, this means keeping a pulse on how shoppers are forecasting their finances this holiday season.”