Black Friday 2024 is expected to match last year’s record-breaking performance, with consumer participation and spending levels at the highest level, according to new data from Attest. This year’s key trend is the surge in AI adoption for shopping assistance.
Over 44% of Black Friday shoppers plan to utilise AI tools like shopping assistants, while 48% turn to generative AI platforms, such as ChatGPT, for product information and inspiration. Trust in these tools is also high, with 40% of consumers expressing complete confidence in their recommendations.
Regarding generations, Millennials lead the charge in AI adoption, with 22% planning to use AI shopping assistants and 21% leveraging generative AI tools. Shoppers are turning to AI for various tasks, including price comparison (56%), product research (49%), and gift inspiration (42%). Among those seeking gifting advice, friends are the most common recipients (38%), followed by children (35%) and parents (29%).
The move to online shopping continues to grow, with 26% of Black Friday shoppers planning to make purchases exclusively online, a 6% increase from last year. Surprisingly, older shoppers drive this trend, with 30% of consumers aged 40+ opting for online-only purchases compared to 23% of those under 40.
Retail giants are stepping up their AI game to meet rising consumer expectations. For instance, Walmart has introduced generative AI tools designed to refine holiday shopping. On the other hand, Amazon has rolled out its AI assistant Rufus for all U.S. customers, improving product discovery and recommendations.
Shoppers participating in Amazon’s Prime Days exhibit higher enthusiasm and spending power for Black Friday. Among Prime Day shoppers, 98% plan to participate in Black Friday, and 35% intend to spend over $300. In contrast, only 71% of non-Prime Day shoppers plan to buy during Black Friday, with just 14% spending over $300.