• by Ray Schultz , Columnist, Yesterday

Shoppers are turning to artificial intelligence (AI) to help with their Black Friday Cyber Monday (BFCM) shopping, judging by a new study by Klaviyo.  

Of the 7,000 shoppers polled worldwide, 54% are planning to use AI to find deals, compare prices and receive recommendations. They want AI to remember their shopping history, and prefer that to working with sales associates. But many are not waiting until the BFCM weekend. 

For instance, 20% of consumers make their first holiday purchases between June and August, with Gen Z leading the way. Of the Gen Zers surveyed, 30% start before traditional sales and 36% they don’t time purchases around any specific event.  

“BFCM is still the finale, but the journey starts months earlier and it’s more personalized and data-driven than ever,” says Jake Cohen, head of industry & insights at Klaviyo. “Our data shows that consumers aren’t just shopping earlier, they're shopping smarter. They expect brands to meet them with timely offers, personalized recommendations, and seamless experiences no matter the month or channel.” 

Email teams may be disappointed to learn that text messaging now drives more first-time sales than email — the Q2 score was email 19%, text (29%).  

Yet email ranks as the preferred channel for new product announcements, sale or discount notifications, order confirmations and shipping updates. 

Those sending email need strong personalization capabilities. Consumers rank these approaches as most likely to buy:

• A deal or discount on items I’ve viewed multiple times — 35% 
• Early access to sales based on my loyalty status — 13% 
• Recommendations based on my interests or purchase history — 12%
• Personalized gift recommendations for people on my shopping list based on their interests — 12% 
• None of these would influence my purchase decisions — 11%
• Curated gift guides based on budget, age, or relationship — 7%
• Customized shipping or delivery options that match my preferences — 7% 
• Personalized messages on my preferred channel — 3%

Here’s how they characterize their shopping for themselves and others:

• I shop around for the best prices, even if it means buying from new or budget brands — 33%
• I’m loyal to brands, but only if they offer deals or discounts — 27%
• I stick with brands trust, even if they aren’t offering the the lowest price — 13%
• I don’t have a particular shopping philosophy—I go with what feels right in the moment — 22%
• I look for brands that match my values — 9%
• I prioritize convenience and speed over brand loyalty — 4%
• I support small or local businesses whenever possible — 4%