According to PYMNTS.com, Black Friday ecommerce sales hit a record $11.8 billion as AI shopping tools like Amazon’s Rufus and Walmart’s Sparky transformed holiday shopping. The National Retail Federation expects shoppers to collectively spend over $1 trillion during November and December, representing a 3.7% to 4.2% year-over-year increase. This comes despite 26% of consumers reporting trouble paying their bills in September, the highest share in at least two years. eMarketer analyst Suzy Davidkhanian noted that consumers are using these new AI tools to get what they need faster, with large language models making gift discovery feel quicker and more guided. Meanwhile, Walmart’s recent earnings confirmed that value remains the main driver of consumer behavior, with shoppers increasingly turning to digital channels to find deals.
The AI shopping assistant reality check
Here’s the thing about these AI shopping helpers – they’re not exactly revolutionary thinking machines. They’re basically really good at helping you find what you already know you want, or guiding you through options when you’re stuck. And let’s be honest, who hasn’t spent hours scrolling through endless product pages trying to find the perfect gift? The fact that 26% of people are struggling with bills makes this even more interesting. People aren’t just browsing for fun – they’re hunting for value, and AI is becoming their bargain-finding sidekick.
Physical stores aren’t dead yet
Now here’s where it gets really fascinating. Despite all this digital growth, ChatGPT predicted – and PYMNTS research confirmed – that physical stores will still see plenty of action for apparel try-ons, electronics demos, and last-minute purchases. Basically, we’re seeing this hybrid shopping behavior where people do their research online but still want to touch, feel, and immediately take home certain items. It’s not an either/or situation anymore – it’s about using every available channel to make smarter purchasing decisions.
Uncertainty becomes the new normal
So what does this mean for the future of retail? The article makes a crucial point – category leaders like Walmart and Amazon are operating under the assumption that “the only certainty is the one you build yourself.” We’re past waiting for stable economic conditions or predictable consumer behavior. Retailers that succeed will be those creating their own certainty through better technology, smarter inventory management, and seamless customer experiences across all channels. And honestly, that’s probably how it should be – adapting to reality rather than waiting for some mythical “normal” to return.
