Expect Christmas shoppers to be “cautious but positive” this year when it comes to spending. But there’s also one big difference: AI’s getting more and more involved in the decision-making process, a new report shows.

It appears British consumers are approaching this Christmas with “quiet confidence but clear spending limits” as 56% plan to spend roughly the same as last year, 18% expect to spend more, and the same number expect to spend less, according to Accenture data.

It all adds up to a “slowly stabilising retail environment… after several years of inflation-driven adjustment, households have found a new spending equilibrium when considering planning for Christmas this year”.

Accenture says consumers “are not slashing budgets but managing them more deliberately”. The most common strategies include reducing spend on presents (77%), buying from budget supermarkets (43%), saving earlier (34%), and skipping premium delivery (26%).

And the AI element? Around one in three (31%) consumers have used or would consider using AI tools such as ChatGPT or Gemini to plan Christmas shopping this year.

Their top uses are practical: gift ideas (25%), price comparison (24%) and budget management (18%).

But the research also indicates that while uptake isn’t widespread, “people could be open to using AI to help them in the future”. This means 46% would try an AI gift assistant integrated into retailer websites; 31% said they would be open to using an AI agent to do the full shopping experience, from sourcing a product to making the purchase.

But this uptake of AI is tempered by concern: 62% are unlikely to use AI this year, citing privacy (48%) and loss of personal touch (47%) as key reasons – suggesting we’re still at a nascent phase of adoption of the new technology.

Matt Jeffers, retail strategy lead, Accenture UK & Ireland: “After several years of managing a high cost of living, our data suggests that this year we’re seeing some signs of cautious consumer confidence returning, but people are still hovering above the brakes, and fine-tuning their spending to make Christmas work on their terms. For retailers, it means the opportunity is less about chasing volume, and more about demonstrating genuine value and empathy in how they engage and serve customers.”

On the AI front, Jeffers added: “This year shoppers are still in a test-and-learn phase, but our data shows that many shoppers are beginning to embrace AI to support their Christmas planning. This comes as platforms are beginning to embed third-party shopping tools into their chats, helping consumers make purchasing decisions directly from an AI chat.

“Retailers therefore need to ensure their business is built on modern and agile tech and data stacks, in order to capitalise on this trend as it grows for Christmas next year and beyond. This means being ready to seamlessly connect with LLMs as they prepare to become another way people shop. Trust and personalisation will still be king, and robust data protections should be baked into every layer.”