More than one in ten shoppers (13%) are planning to leverage the AI search toolfor holiday gift inspiration this year
While shoppers are planning to spend modestly this holiday season, their gift picks are still expected to be on point. And this year, 13% of shoppers will be leveraging ChatGPT for an AI-assisted boost to their search for the perfect presents. Overall, ChatGPT lags more traditional gift-inspiration tools, such as online search (40%), social media (37%), TV (27%) and retailer gift guides (19%), but AI-assisted search is almost certain to grow in holidays to come. Read on for more insights about these AI adopters.
Younger
Perhaps not-so-surprisingly, shoppers leveraging ChatGPT for holiday gift inspiration this year veer young, with two-thirds hailing from the Gen Z or millennial generations. These AI adoptees are also twice as likely to be male (66%) than female (34%).
inspiration
Generational breakdown
Digitally savvy
Those using ChatGPT for gift inspiration this year will very likely continue their holiday shopping journeys online. ChatGPT users are more likely to shop digital marketplaces (Amazon, etc.), social media and retailer apps for holiday purchases this year, higher than average.
ChatGPT users vs. total shoppers*
Credit-minded
While ChatGPT users are most likely to rely on debit cards and cash for holiday purchases, their proclivity towards financing tools, like pay over time** and credit cards, significantly exceeds the overall average.
ChatGPT users vs. total shoppers*
Key takeaway: Following the marketing future
Digital channels perennially prove to be change agents of the shopping experience, and for the 2025 holiday season, AI-assisted search is positioned to be the first step in a shopping journey that begins and ends online. While traditional marketing (sales events, promotions, etc.) will surely still catch holiday shoppers’ attention this year, data-savvy retailers that have optimized for tools like ChatGPT could gain an edge over the competition.
Source: Bread Financial proprietary study, Holiday Look Ahead survey, September 2025.
*Arrows indicate significant difference between those using ChatGPT for holiday gift inspiration and total holiday shoppers.
** Pay over time: buy now, pay later + installment loan options
About Bread Financial®
Bread Financial® (NYSE: BFH) is a tech-forward financial services company that provides simple, personalized payment, lending and saving solutions to millions of U.S. consumers. Our payment solutions, including Bread Financial general purpose credit cards and savings products, empower our customers and their passions for a better life. Additionally, we deliver growth for some of the most recognized brands in travel & entertainment, health & beauty, jewelry and specialty apparel through our private label and co-brand credit cards and pay-over-time products providing choice and value to our shared customers.
To learn more about Bread Financial, our global associates and our sustainability commitments, visit breadfinancial.com or follow us on Instagram and LinkedIn.
