Holiday Shopping Is Starting Earlier and Using AI

By JCK News Desk | August 05, 2026

Consumers plan to start holiday shopping earlier than ever this year, according to a new survey from Attentive, a marketing technology company.

The firm’s research found that 62% of consumers will begin planning holiday purchases before November and 71% expect to start shopping before Black Friday.

Takeaways for retailers

The findings suggest that jewelers and other retailers may have a longer selling season than traditional holiday calendars imply. According to the survey, 46% of consumers plan to begin holiday shopping before November and 84% expect holiday promotions to start before Black Friday, primarily in early November or during the week leading up to the event.

“Brands are used to treating Black Friday as the starting line for holiday marketing. This year, it will be the continuation of months of customer engagement,” said Jema Birkmeyer, vice president of strategic sales at Attentive, in a Yahoo Finance article.

“Consumers are discovering products, comparing options, and deciding which brands they trust long before the holiday rush. The retailers that win this holiday season will be the ones using AI to understand and deliver on individual customer preferences, serve timely, personalized experiences across every channel, and strengthen relationships well before promotions begin.”

Attentive’s research points to greater opportunity for retailers that build customer relationships before the holiday rush. According to the survey, 93% of respondents said they would subscribe to marketing messages from a new brand before Cyber Week. Early access to promotions, alerts when specific items go on sale, and previews of upcoming deals ranked among the strongest incentives for signing up.

Shoppers who engage across multiple channels—including email, text messaging, and push notifications—tend to have higher spending intentions than single-channel subscribers, the study found.

Another key takeaway for retailers? Attentive’s poll results suggests that 45% of shoppers will act on a “moderate discount” (20–40% off full price).

AI’s role in holiday shopping

Attentive also noted the growing role of artificial intelligence (AI) in shopping decisions. The survey found that 67% of consumers have used AI chatbots such as ChatGPT, Gemini, or Perplexity to assist with shopping during the past three months, with use rising to 80% among Gen Z respondents.

Among AI users, the most common activities were researching specific products, comparing brands and features, seeking recommendations, and finding deals. Almost three out of five AI users ask questions about specific products and 51% use the technology to compare brands.

Attentive said those findings underscore the importance of providing detailed product information, reviews, and other content that can be surfaced by AI-powered search tools and assistants.

The survey was conducted online June 16-17 among 600 U.S. adults who plan to shop Black Friday or Cyber Monday sales and currently receive marketing messages from brands via email or text.

(Photo: Shoppers at Menlo Park Mall, Edison, N.J. Photo: Jeff Granit for The Star-Ledger/NJ.com)

The JCK News Desk uses AI to help research and produce the first draft of articles. This story was then reviewed by staff writer David Blomquist.