Two separate 2026 U.S. surveys showed AI is widely used for holiday shopping but plays a limited role in back-to-school buying, where families still favor in-store and mall-based trips focused on value and experiences.
Two 2026 consumer surveys pointed to different shopping patterns by season. Optimove Insights found 72% of higher-income U.S. consumers regularly or occasionally use AI tools such as ChatGPT, Claude, or Gemini for holiday shopping ideas and recommendations, while a Mall of America survey found only 10% plan to use AI tools for back-to-school research or purchases. The Optimove report also showed 55% expect to spend more during the holidays than last year and 30% plan to keep budgets unchanged, with Amazon, Walmart, and Target leading retailer preferences. The Mall of America survey found 97% of families plan to shop either exclusively in stores or through a mix of in-store and online channels for back-to-school, 54% expect to shop at malls, and 66% plan to pair shopping with dining, entertainment, or attractions. Across both surveys, value remained important, but the reports suggested AI adoption, channel choice, and the role of shopping as an experience varied significantly by retail occasion.