UK shoppers are turning to AI to get more from their Christmas budgets this year as higher prices continue to put pressure on household finances, according to Accenture’s Holiday Shopping 2026 report. The survey of 4,049 UK adults found that shoppers are becoming more deliberate about how and when they shop – using AI to hunt for deals, planning earlier to make the most of Black Friday and Cyber Monday, while still turning to physical stores for inspiration and value.
Ongoing price rises are also forcing shoppers to open their wallets, with over a third of UK adults budgeting to spend more this year during the holiday season, 59% saying this is due to increased costs. 41% also say they overspent last Christmas, explaining a more deliberate approach to spending this year.
August Advent-uring
Price pressures are stretching the Christmas shopping season, with almost one in six (16%) having started before August, and shopping activity gathering pace at different times across generations. Gen Z are more active earlier in the Christmas shopping season: 21% planned to shop in September, compared with 12% of older shoppers. By early December, the pattern reverses, with 16% of Boomers planning to shop then, versus just 4% of Gen Z.
Black Friday still remains a key moment in that longer season, with 62% intending to shop the sales. Younger shoppers are particularly keen to take part in Black Friday or Cyber Monday, with 79% of Gen Z and 76% of Millennials planning to get involved, compared with 34% of Boomers. To make the most of these sales, almost eight in ten (79%) intend to research purchases ahead of Black Friday, while just 3% are open to impulse purchases on the day.
BargAIn hunting
The search for value goes beyond major sales moments. Nearly half (48%) of UK consumers plan to use GenAI for holiday shopping, up from 36% last year, with deal-finding its leading planned use. Bargains are only part of the appeal, with shoppers using AI to help them choose gifts for people who are described as hard to buy for, and to find more thoughtful, personalised presents.
Adoption of GenAI tools is also broadening beyond just Gen Z, as older generations get familiar with its benefits. 65% of Millennials plan to use GenAI this year, while planned use among Boomers has doubled from 11% to 22%.
The high street holds its ground
Despite this rise in AI usage, the high street remains central to Christmas shopping, with shoppers expecting to make 48% of their holiday purchases in physical stores where they can see and try products before buying. That hands-on experience is especially important to older shoppers, with 57% of 62–80 year-olds citing it as a reason to visit. Value also draws people in, with nearly a third planning to visit physical discount stores this year. Beyond the purchase itself, shopping in person with family and friends continues to be part of the festive experience: over a quarter (27%) say there are stores that they genuinely enjoying visiting.
Andrew Carlisle, consumer goods, retail and travel lead, Accenture UK & Ireland said: “Higher prices are turning Christmas shopping into a research exercise. Shoppers are starting earlier, doing their homework ahead of Black Friday, and using AI to compare products and hunt down genuine value.
“For retailers, that means the Christmas trading period has been underway for some time. To capitalise on this, product and pricing information needs to show up in AI and search, while stores should aim to create enjoyable, seamless experiences for their customers. With shoppers still keen to see and try products in person, retailers have a valuable opportunity to convert those visits into higher-margin purchases. The right technology can free staff from routine tasks, giving them more time to advise customers and ultimately drive conversion.”
