Survey: 45% of Holiday Shoppers Plan to Use AI, but Few Rank It First for Gift Ideas
Nearly half of holiday shoppers (45%) expect to use artificial intelligence in some way this season, but fewer than 1% rank AI tools as their first source of gift ideas, according to a new Mall of America survey of 1,775 respondents. Friends and family, followed by physical stores, remain the leading sources of inspiration.
- 45% of 1,775 respondents expect to use AI for holiday shopping, mainly to compare products or prices (22%) and find deals (18%).
- Fewer than 1% rank AI tools as their first choice for gift ideas; friends and family lead at 50%, followed by stores at 28%.
- 61% plan to look for more deals, promotions or rewards, up from 53% in 2025.
- Only 27% expect to spend less than last year, down from 34% in 2025.
- Technology and electronics (26%) narrowly top clothing and footwear (25%) as the biggest expected spending category.
AI is used for comparing, not for inspiring
The survey, conducted by Mall of America among 1,775 consumers online ahead of the 2026 holiday shopping season, found that 45% of respondents identified at least one way they expect to use AI for holiday shopping. The most frequently selected uses were practical ones: comparing products or prices (22%) and finding deals or promotions (18%).
When respondents were asked to rank their preferred sources of holiday gift ideas, the picture changed. Friends and family were the leading first choice at 50%, followed by shopping in stores at 28%. Fewer than 1% ranked AI tools first.
"Technology is giving shoppers new ways to plan for the holidays, but there's still something special about discovering the perfect gift in-person and sharing those moments with family and friends," said Jill Renslow, Chief Business Development & Marketing Officer at Mall of America.
Deals matter more, and fewer shoppers plan to cut back
The survey points to a continued focus on value. Six in 10 respondents (61%) plan to look for more deals, promotions or rewards this holiday season, compared with 53% in Mall of America's 2025 survey.
Spending expectations have shifted slightly. Just 27% anticipate spending less than last year, down from 34% in 2025. Another 44% expect to spend about the same, and 16% plan to spend more.
Hybrid shopping remains the preferred approach. According to the survey, 68% plan to do most of their holiday shopping through a mix of online and in-person channels, compared with 66% in 2025.
Technology edges ahead as a spending category
- Technology and electronics ranked first among categories respondents expect to spend the most on in 2026, at 26%.
- Clothing and footwear followed narrowly at 25%.
- Toys and games ranked third at 18%.
In 2025, clothing ranked first, toys and games second, and technology third, so the order has changed from last year.
The survey also asked what makes an in-person visit exciting beyond shopping. Dining or seasonal food and drinks ranked first for 26% of respondents, followed by holiday décor and atmosphere (25%) and spending time with family or friends (21%).
What it means for retailers and shoppers
The results suggest AI is gaining a role in the practical side of holiday shopping, such as checking prices and hunting for offers, while personal recommendations and store visits still drive where gift ideas come from. Mall of America, which commissioned the survey, says it plans to keep adding sought-after brands, first-to-market concepts, limited-time pop-ups and new dining, entertainment and seasonal experiences to give guests reasons to visit throughout the season.
As the data comes from a survey run by a shopping destination, it reflects the views of the respondents it reached online and should be read in that context.
