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Black Friday and the rise of AI: how shoppers are balancing excitement, inflation, and trust
Black Friday and the rise of AI: how shoppers are balancing excitement, inflation, and trust
3 min read
Black Friday has always been a test of patience, planning, and price-watching. But in 2025, the holiday shopping season is being reshaped by three powerful forces: inflation, tariffs, and the arrival of AI as a trusted shopping companion.
For consumers, this mix brings both hope and hesitation. Shoppers are eager for deals but cautious about costs. They’re leaning on AI to make holiday shopping easier, smarter, and more personal. For brands, it’s a defining moment: winning loyalty now means balancing transparency, convenience, and innovation.
To uncover how shoppers are approaching Black Friday this year, UserTesting partnered with Talker Research to survey 4,000 consumers across the U.S., U.K., and Australia.
United States: Gen Z and Millennials push spending higher
Black Friday remains a centerpiece of U.S. holiday shopping, but this year, younger generations are fueling optimism while inflation and tariffs cast a shadow.
AI as a gift concierge
- 1 in 3 Americans plan to use AI tools for holiday shopping.
- Gen Z (57%) and Millennials (50%) lead the charge.
- Nearly a third say they trust AI more than friends or family for gifting advice.
Spending stays strong despite strain
- 62% of Americans plan to shop this Black Friday.
- Average spend rises to $449, up from $423 in 2024.
- Half of Gen Z and nearly half of Millennials expect to spend more.
Inflation and tariffs still loom large
- 43% worry about inflation, 31% about tariffs.
- 59% have already set aside money.
- Many are spreading purchases across weeks or months to stay on budget.
Trust hinges on transparency
- 36% believe Black Friday deals aren’t better than year-round discounts.
- Clear shipping, flexible returns, and upfront pricing matter more than flashy promotions.
Takeaway: Shoppers are eager, but brands must win their confidence with transparency and convenience. The battle for loyalty will be fought on trust, not just discounts.
Australia: leaner living shapes Black Friday spending
Australian shoppers are showing resilience, but rising costs are pushing them to plan more carefully and demand flexibility.
Spending stays resilient
- 58% of Australians plan to shop.
- Average spend is AU$419, up from AU$380 in 2024.
- About a third expect to spend more than last year.
AI gains ground, but trust wavers
- 43% have already used AI tools for shopping.
- Half are hesitant to share personal details with AI.
- 83% worry about privacy, scams, or the lack of human touch.
Spending strategies
- 53% are spreading purchases across a longer period.
- 55% have already set aside money in advance of Black Friday.
Return policies as a deal-breaker
- 83% say hassle-free returns are critical.
- Nearly a third have avoided purchases due to restrictive return policies.
Takeaway: Australians are willing to spend, but trust and flexibility matter most. Brands that emphasize clear return policies and address privacy concerns around AI will gain the edge.
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United Kingdom: inflation concerns don’t dampen Black Friday spirit
Brits remain the most enthusiastic Black Friday shoppers, but even in a high-spending market, economic pressures shape behavior.
A nation of Black Friday shoppers
- 71% plan to shop this year.
Average spend climbs to £365, up from £313 in 2024. - Over 40% expect to spend more than last year.
AI as a gifting edge
- 57% have already used AI shopping tools.
- 39% will turn to AI for gift advice this season.
- Nearly three-quarters say AI has made them better gift-givers.
Balancing optimism with concern
- 80% believe inflation and tariffs will impact holiday shopping.
- 64% are setting aside money early.
- 63% are spreading purchases across months.
Returns, shipping, and trust
- 86% cite flexible returns as critical.
- 46% want lower shipping costs.
- Shoppers are cautious about scams and logistics, rewarding brands that reduce friction.
Takeaway: U.K. shoppers are enthusiastic, but demand convenience and transparency. AI is already becoming a mainstream shopping companion in this market.
Conclusion: what brands should do now
Across the U.S., U.K., and Australia, shoppers are entering Black Friday 2025 with optimism tempered by caution. AI is becoming a mainstream shopping companion, inflation and tariffs continue to shape spending, and trust depends on clear, convenient experiences.
How brands can respond:
- Embrace AI’s role: Position your brand as a smarter, more helpful shopping ally.
- Lead with transparency: Be upfront about pricing, shipping, and returns.
- Elevate convenience: Hassle-free returns and affordable shipping drive loyalty.
- Speak to financial empathy: Acknowledge consumer trade-offs; authenticity resonates more than hype.
The takeaway: Black Friday is no longer just about doorbusters. It’s about giving consumers confidence–financially, emotionally, and practically–in every purchase.
Survey methodology
Talker Research surveyed 2,000 adults in the U.S., 1,000 in the U.K., and 1,000 in Australia. The survey was commissioned by UserTesting and conducted online between September 8 and September 16, 2025.
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