GenAI Fuels Smarter Shopping Ahead of Year-End Sales Boom

Nearly four in five consumers (79%) plan to shop during upcoming year-end sales events such as Black Friday, Cyber Monday, and Singles’ Day—marking a four-point rise over last year, according to Boston Consulting Group’s (BCG) fifth annual Black Friday Survey. The study, titled Consumers Are Rewriting the Rules of Year-End Sales Events, surveyed over 10,000 consumers across 10 countries and reveals a growing awareness of these shopping bonanzas: 96% of consumers are familiar with Black Friday, 84% with Cyber Monday, and 33% with Singles’ Day.

Despite continued economic pressure, shoppers are preparing to spend strategically. About 81% remain concerned about rising prices for essentials, and 71% expect tariff-related price hikes. Yet, the appeal of discounts remains strong. Gifting continues to top the list of purchase motivations at 64%, followed by essentials at 56%. One in four shoppers plan to buy solely for themselves—a two-point increase over 2024—while 44% say they’ll splurge on higher-priced discretionary items. Nearly 40% plan to use flexible payment options such as “buy now, pay later” to manage budgets.

GenAI Reshapes the Shopping Experience

A striking trend this year is the rise of GenAI-assisted shopping. Nearly half (48%) of consumers have used or plan to use generative AI tools for their year-end purchases—a nine-point jump from 2024. Consumers are primarily turning to AI for product comparisons (46%), deal discovery (44%), and research (42%).

The technology’s appeal extends beyond younger audiences. GenAI usage among Gen X has risen to 42% (up eight points year-on-year), while 31% of Baby Boomers report having used or planning to use AI tools.

“GenAI is creating a new generation of smart, empowered shoppers who expect instant, tailored answers,” said Jessica Distler, a BCG managing director and partner, and coauthor of the report. “For retailers, that means competing not just on price, but on visibility and precision within AI-driven ecosystems.”

Smarter, Earlier, and More Deliberate Spending

The report highlights a growing shift toward planned shopping behaviors. Nearly 60% of consumers start researching deals in October or early November, and about one-third (31%) already know the exact brand and product they intend to buy. Still, 28% remain open to last-minute opportunities—slightly higher than in 2024.

Three-quarters (77%) admit to postponing purchases earlier in the year to benefit from major promotions like Black Friday.

Simplicity and Trust Define the New Retail Battleground

While technology is changing how consumers shop, their expectations remain grounded in simplicity and transparency. Across markets, shoppers favor straightforward discounts over complex promotions. The preferred deal type remains a clear markdown on all items, with consumers defining a “good deal” as at least 30% off. Gamified offers continue to be the least appealing.

“Year-end sales are always a battleground for consumer attention,” said Nate Shenck, BCG’s global head of retail and coauthor of the report. “This season is a test of consumer trust. The retailers that come out ahead will be those who engage early, communicate clearly, and deliver exactly what they promise.”

As consumers embrace AI tools and smarter shopping strategies, this year’s sales season may mark the start of a more data-driven, deliberate era in retail.