Fifteen percent of consumers say they will use AI chatbots (such as Chat GPT and Gemini) to search for deals this Black Friday period, climbing to one in three among younger age groups – as the use of AI-enabled searching is set to shape Black Friday sales.
The findings come from KPMG’s latest Consumer Pulse survey – which saw 3000 people asked about their buying intentions for the November promotional period that culminates with Black Friday and Cyber Monday.
AI-enabled chatbot searching climbs from 15% of people across all age groups to 30% of those aged 25-34. By comparison, only 1% of those aged over 65 say they would use such tech to find deals with retailers.
Those aged 25-34 are also the most likely to use search engine AI summary to find offers (22% vs 12% across all ages) and via social media (46% vs 25% of all age groups).
Commenting on the findings, Linda Ellett, Head of Consumer, Retail and Leisure for KPMG UK, said: “This Black Friday period will see more related AI use than last. Whether via AI chatbots, clicking through links provided by AI summaries on search engines, or visiting via social media content, the nature of how consumers search for and find promotional offers or gifts is evolving. This presents both challenges and benefits to retailers who need to ensure they adapt their SEO strategies and assess the likes of AI bot access to website pages to capture these tech savvy consumers.
“While visiting a retailer’s website or receiving direct email remain the most common ways consumers will discover Back Friday deals, the growth of AI-enabled searching is evident, and almost double amongst younger age groups.”
Black Friday promotional demand
Three quarters (74%) of consumers are either planning, or may be tempted, to buy goods or services during the upcoming Black Friday promotional period – with a mix of intention to buy for themselves and Christmas gifts for others.
Clothing is the most popular target (40%) for deals, followed by health and beauty products (30%), then a laptop or computer (25%).
Retailers are most likely to tempt consumers into buying Black Friday deals by offering free delivery (47%) or free returns options (27%). While a quarter of consumers (26%) would be attracted by a free gift when purchasing, and (24%) by daily deals.
Livestream shopping events were the least likely to encourage consumers to spend (6%).
-ENDS-
Notes for Editors:
One Poll, a member of the British Polling Council, surveyed 3000 UK consumers online between September 15 and 22 for KPMG UK. The questions posed were as follows:
To 3000 people: Looking ahead to the November promotional period around ‘Black Friday’ and ‘Cyber Monday’, which, if any, of the following best applies to you? [Select all that apply]
- I intend to buy goods/services for myself during this promotional period: 20%.
- I may be tempted to buy Christmas gifts for others during this promotional period: 22%.
- I intend to buy some Christmas gifts for others during this promotional period: 22%.
- I may be tempted to buy goods/services for myself during this promotional period: 25%.
- I won’t be buying anything during this promotional period: 26%.
- I am not sure yet: 18%.
To 964 people intending to buy for themselves or others: Offer depending, what goods/services are you intending to buy during the November promotional period around ‘Black Friday’ and ‘Cyber Monday’? [Select all that apply]
Top 5:
- Clothing: 40%
- Health and beauty products: 30%
- Laptop or computer: 25%
- Homeware accessories: 24%
- Jewellery: 23%
To 2232 consumers (which excludes those saying above they won’t buy anything): Which, if any of the following, would be most likely to attract you to buy during the November promotional period around ‘Black Friday’ and ‘Cyber Monday’? [Select all that apply]
- Free delivery: 47%
- Free return options: 27%
- Free gift when purchasing: 26%
- Daily deals: 24%
- Online only offers: 23%
- Offers via email: 19%
- Offers exclusively for members / loyalty card holders: 18%
- Targeted offers based on your previous buying history with a company: 16%
- Bundling items together to achieve savings: 14%
- In-store only offers: 13%
- Free gift wrapping: 13%
- Gift guides of promotional items: 12%
- Mystery boxes: 12%
- Online games that give the chance to unlock a discount or free gift: 10%
- Offers for those referred by a friend: 8%
- Livestream shopping events: 6%
- None of the above: 16%
To 2232 consumers (which excludes those saying above they won’t buy anything): Which, if any, of the following will be ways that you search for deals during the November promotional period around ‘Black Friday’ and ‘Cyber Monday’? [Select all that apply]
- Retailer websites: 47%
- Emails from retailers: 36%
- Money saving websites: 30%
- In-store: 27%
- Social media platforms: 25%
- AI chatbot (such as ChatGPT or Gemini): 15%
- Other links provided via Google search: 15%
- Sponsored links provided via Google search: 15%
- AI links provided via Google search: 12%
- Not sure: 13%
- None of the above: 5%
AI chatbot breakdown by age: 19% 18-24, 30% 25-34, 20% 35-44, 8% 45-54, 4% 55-64, 1% 65+.
For media enquiries, please contact:
Steven Reilly-Hii,
Media Relations Manager (Consumer and Retail), KPMG UK,
steven.reilly-hii@kpmg.co.uk
About KPMG:
KPMG LLP, a UK limited liability partnership, operates across the UK with approximately 17,000 partners and staff. The UK firm recorded a revenue of £2.99 billion in the year ended 30 September 2024.
KPMG is a global organisation of independent professional services firms providing Audit, Legal, Tax and Advisory services. It operates in 143 countries and territories with more than 275,000 partners and employees working in member firms around the world. Each KPMG firm is a legally distinct and separate entity and describes itself as such. KPMG International Limited is a private English company limited by guarantee. KPMG International Limited and its related entities do not provide services to clients.