AI is becoming central to consumer shopping and holiday purchasing now spans a longer, more dynamic calendar beyond Black Friday and Cyber Monday. Brands must look beyond peak season and use AI to personalize every touchpoint in the customer journey. More than half of consumers plan to use AI to compare prices, search for products, and receive personalized recommendations during Black Friday and Cyber Monday. Christmas, Black Friday, and Cyber Monday remain the top shopping holidays, with Mother's Day and Prime Day ranking fourth and fifth. Forty percent plan to shop during the BFCM weekend while 20% make their first holiday purchase between June and August, led by Gen Z.
AI is becoming central to how people shop, and the holiday shopping season is no longer confined to Black Friday and Cyber Monday but is spreading across a longer, more dynamic calendar. Those are two of the findings from Klaviyo's " 2025 Black Friday Cyber Monday (BFCM) Forecast " (registration required), a global study of 7,000 consumers. While Black Friday and Cyber Monday remain the biggest moment of the year for brands, they're no longer the only ones that matter.
More than half of consumers plan to use AI to compare prices, search for products, and get personalized recommendations for Black Friday and Cyber Monday this year. Christmas, Black Friday, and Cyber Monday remain the three most popular shopping holidays, but Mother's Day and Prime Day now rank fourth and fifth. Consumers want brands to offer deals or discounts on the products they have already browsed multiple times.
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