Black Friday Planning: Consumer Trends as GenAI Influences Shopping Habits

As we approach the end of the year, the shopping frenzy surrounding Black Friday and other major sales events is rapidly gaining momentum. A recent survey by the Boston Consulting Group (BCG) reveals that 79% of consumers are planning to participate in these sales, marking an increase from last year. This surge in interest correlates with heightened awareness of sales events, with 96% of consumers familiar with Black Friday, 84% with Cyber Monday, and 33% aware of Singles' Day.

Despite facing economic pressures, including rising costs for everyday essentials—81% of consumers express concerns about these escalations—shoppers are gearing up to maximize their spending during the year-end sales. The BCG survey indicates that consumers are approaching their shopping strategically, with nearly half ( 48% ) reporting plans to utilize generative AI (GenAI) tools to enhance their shopping experience.

Understanding the Role of GenAI in Shopping

The adoption of GenAI tools has risen significantly among consumers, improving their shopping experience by assisting them in various ways. The most common uses include:

- Comparing products (46%)
- Finding deals (44%)
- Researching items (42%)

This trend extends across different demographics. Notably, 42% of Generation X and 31% of Baby Boomers indicate using or planning to use GenAI, showcasing its appeal across age groups.

Jessica Distler, managing director at BCG and coauthor of the report, notes, “GenAI is creating a new generation of smart, empowered shoppers who expect tailored, instantaneous responses.” For retailers, this means the competitive landscape is evolving, requiring them to focus on visibility and precision within AI-driven ecosystems rather than merely competing on price.

Strategic Spending and Timing

Shopping strategies are also evolving, with consumers becoming increasingly deliberate in their purchases. Reports suggest that approximately 60% begin their deal research as early as October. Interestingly, by the time they approach the sales events, 31% already have a firm idea of the products they wish to purchase. While some prefer to take advantage of last-minute offers ( 28% ), a significant 77% acknowledge postponing purchases earlier in the year to leverage sales events, particularly Black Friday promotions.

Expectations from Retailers

Shoppers are looking for straightforward deals, favoring clear price markdowns over any gamified offers. Most consumers express the expectation for discounts in the realm of 30% off to consider a deal worthwhile. As Nate Shenck, BCG's global retail head, emphasizes,