Survey: Almost half of shoppers will have lists ready for Black Friday, Cyber Monday
A large portion of consumers already have items in mind that they will be on the hunt for on Black Friday and Cyber Monday.
A new survey from Accenture found that when asked how they are planning ahead for the holiday weekend shopping, almost half (45%) of U.S. consumers said they will have a list of items they want to buy, identify a few options, and make final decisions on the day depending on discounts. More than half (52%) of young millennials (aged 28-35 years old) are more likely to have a prepared list going into the weekend compared to baby boomers (aged 60-69 years old) at 35%.
Forty-six percent of older millennials (aged 36-43 years old) and 39% of Gen X consumers (aged 44-59 years old) say they research weeks and months in advance of Black Friday and Cyber Monday. This compares to 34% of U.S. consumers overall. Only 11% of U.S. consumers don’t know what they want to buy ahead of Black Friday and Cyber Monday according to Accenture’s survey.
[READ MORE: Survey: Shoppers cautious about Black Friday spending]
Overall, more than three quarters (77%) of U.S. consumers plan to participate in Black Friday/Cyber Monday shopping. That figure rises to 84% among Gen Z shoppers (18-27 years old) and to 88% among older millennial (36-43 years old) shoppers, the highest of any age group. The lowest reported rate is among baby boomers (60-69 years old) at 56%.
In planning their Black Friday holiday shopping, almost half (46%) of U.S. shoppers plan to use conversational or Gen AI tools to find gifts or brainstorm ideas. Of that figure, just over one-quarter (26%) anticipate using a specific conversational AI or Gen AI tool from a retailer or brand that provides precise advice for the individual product.
The same number (26%) plan to use traditional online research on websites, reviews or deal forums. However, Accenture notes that a gap emerges among baby boomer shoppers, with 44% researching websites and forums, versus just 21% planning to use gen AI tools.
Nearly half of U.S. retail executives surveyed in the Accenture report said Gen AI is one of the “most influential” trends this season, and are now creating differentiated tools to meet customer needs.
“Preparation for Black Friday must go far beyond doorbuster deals,” said Lori Zumwinkle, North America Retail lead at Accenture. “Retailers need to harness data-driven insights to anticipate demand, personalize promotions, and optimize inventory across channels underpinned by a dynamic marketing and promotions plan. Generative AI can play a powerful role here, helping retailers curate tailored product recommendations and content that reflect each shopper’s needs in the moment, for example, a tailored list of gift suggestions, complete with product links, price comparisons, and delivery timelines – all generated in seconds.”
Accenture’s 19th Annual Holiday Shopping Survey was conducted online between August and September 2025. The survey gathered responses from over 7,500 shoppers across 10 countries. A survey of 100 U.S. retail executives and 200 frontline workers explored retailer strategies and preparations for the upcoming holiday period.
