As the holiday season approaches, small business owners should pay attention to how artificial intelligence (AI) is reshaping consumer shopping habits. According to a recent survey by Visa, 41% of Americans are willing to keep their AI tools for gift-giving a secret, indicating a growing trend where digital assistance becomes an integral part of the shopping experience. This year, Visa’s Holiday Spending Shift Survey reveals that 54% of U.S. adults have utilized AI for various shopping tasks, a notable uptick from 47% in 2025. The implications of this trend could be significant for small businesses as they navigate an increasingly tech-savvy consumer base.

Michael Brown, Visa’s U.S. economist, stated, “Consumers are approaching the holidays with both value and security in mind. They’re looking for deals, experimenting with tools like AI, and changing how they shop in response to fraud concerns.” For small businesses, this presents both opportunities and challenges.

Understanding the nuanced behaviors influenced by AI can help small business owners adapt their strategies. Shoppers increasingly rely on AI for price comparisons (61%), checking stock availability (59%), and finding discounts (57%). These tools can streamline the purchasing process, making it essential for small businesses to ensure they are competitively priced and well-stocked, especially during peak shopping seasons.

Younger generations, particularly Gen Z, are leading this shift. With over 80% open to using AI for shopping assistance, small businesses must pay special attention to this demographic’s preferences and behaviors. Implementing responsive AI solutions could enhance the shopping experience, making it easier for customers to engage with products and offerings.

However, despite the growing comfort with AI for research and decision-making, a substantial gap remains in consumer trust when it comes to buying. Only 23% of surveyed Americans are comfortable allowing AI to complete payment transactions. This is a critical consideration for small businesses relying on online sales, as cultivating trust in digital payment systems can significantly impact conversion rates.

The Visa Trust Index shows that trust in AI-powered transactions increases with the familiarity of brands; 61% of consumers trust Visa to secure such transactions, a figure that rises among younger demographics. Small businesses that establish reputable partnerships and brand identities may find themselves better positioned to bridge this trust gap, thereby potentially increasing their market appeal.

With consumers focusing on controlling their spending amidst inflationary pressures, 84% reported taking steps to manage higher costs—activities that could involve seeking discounts or opting for less expensive brands. Small business owners should consider these trends when crafting promotions or running loyalty programs that emphasize value.

The survey also indicates a shift in gift-giving preferences. Although experiences such as travel (60%) and live-event tickets (55%) rank high on wish lists, actual spending is gravitating toward tangible gifts. With 27% prioritizing physical items over experiences, small businesses can tailor their marketing strategies to highlight both product variety and affordability, capitalizing on the traditional aspects of holiday shopping.

Moreover, the FIFA World Cup 2026 has intensified interest in sports-related gifts, particularly among young consumers and higher-income households. Small businesses that can promote related products or experiences during major events may recognize enhanced customer engagement.

The report emphasizes another trend, as three in ten Americans expect to shop internationally for gifts this season. Gen Z leads in cross-border shopping, with unique and quality products driving this behavior. Small businesses may want to consider international shipping options or partnerships with global suppliers to capture this market segment.

Fraud concerns continue to loom over the shopping landscape, prompting changes in consumer behavior. Nearly 30% of respondents reported being targeted by scams last holiday season, particularly among Gen Z shoppers. Small businesses must remain vigilant, incorporating safe transaction protocols, educating customers about securing their information, and leveraging digital wallets to enhance security—a proactive approach that can build customer loyalty.

As holiday shoppers increasingly embrace both AI assistance and safety protocols, small business owners are encouraged to adapt by integrating new technologies, understanding consumer concerns, and effectively marketing their unique advantages. Visa’s findings illustrate a shifting landscape, suggesting that success this season lies in balancing value, security, and innovation.

For more detailed information about Visa’s survey findings and their implications for holiday shopping, visit the original press release at Visa’s Newsroom.

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This article, “Visa Survey: Two-Thirds of Americans Embrace AI for Holiday Shopping” was first published on Small Business Trends