UK shoppers plan to spend £165 each this Christmas as AI use rises
UK shoppers intend to spend an average of £165 each during the 2026 Christmas period, down from £181 in 2025, according to Shopify research. Over half say recent economic pressures have altered their holiday shopping plans, while nearly two‑thirds say they will use AI for at least one purchase task.
Eighty‑six percent of Britons report feeling more in control after researching products, while 28% deliberately leave items in their cart to wait for a price drop and 32% of those return to buy after a price reduction. UK businesses forecast 82% higher holiday sales despite citing rising costs (45%), increased competition (38%) and supply‑chain disruptions (23%) as challenges, and plan to boost loyalty through returning‑customer discounts (40%), expanded rewards programmes (38%) and improved delivery, tracking and returns (36%). Among shoppers likely to use AI, 52% are comfortable with product recommendations, 41% would let AI build a cart, but only 28% trust it to complete a purchase, while 45% of firms are creating AI‑generated content and a similar share are prioritising AI‑powered chatbots.
“UK consumers have not stopped spending, but every purchase now has to earn its place. With 53% saying recent economic conditions have affected their shopping plans, businesses cannot assume that a discount alone will secure the sale this holiday season. They need to show UK shoppers why their product is worth choosing, make the path to purchase as clear as possible and deliver an experience that gives customers a reason to come back,” Stephen Rogan, Head of Customer Success, EMEA at Shopify said.
The Shopify survey polled 18,000 consumers and 7,500 business owners in nine markets, including the UK. It found that planned Black Friday weekend spending in the UK is expected to fall to £165 on average, down from £181 in 2025.
What we know
Planned Black Friday weekend spending across the UK is expected to drop to £165 on average from £181 in 2025.
Consumers are entering the holiday season under significant economic pressure, with 53% of UK shoppers saying recent conditions have negatively affected their shopping plans.
Nearly two-thirds (64%) in the UK are likely to use AI for at least one shopping task during the holiday period, most commonly to find deals (29%) or discover products and inspiration (23%).
UK businesses are hopeful, with 82% expecting higher sales over the holiday season this year (in line with sentiment in 2025), despite grappling with rising costs (45%), increased competition (38%) and disruption to supply chains (23%).
45% are creating AI generated content, while a similar number (45%) are prioritising AI powered chatbots and virtual assistants.