August 13, 2025
The New Holiday Shopping Calendar: Starts in Summer, Powered by AI
Holiday shopping is stretching far beyond the Black Friday Cyber Monday (BFCM) weekend, and artificial intelligence is now playing a starring role in how consumers browse, compare, and buy. According to Klaviyo’s survey, over half (54%) plan to use AI tools this season to compare prices, search for products, summarise reviews, and get tailored recommendations.
In addition, 62% would rather have an AI tool that already knows their purchase history than explain their needs to a sales associate, with Millennials leading the charge, 66% say they’re all-in on AI-powered personalisation.
“BFCM is still the finale, but the journey starts months earlier and it’s more personalised and data-driven than ever,” said Jake Cohen, Head of Industry & Insights at Klaviyo. “Our data shows that consumers aren’t just shopping earlier, they’re shopping smarter. They expect brands to meet them with timely offers, personalised recommendations, and seamless experiences no matter the month or channel.”
While Christmas, Black Friday, and Cyber Monday remain the top three shopping moments, the rankings are shifting. Mother’s Day has now claimed the fourth spot, surpassing many traditional retail peaks, while Amazon Prime Day rounds out the top five. This rise of “off-season” shopping events means brands can’t afford to focus solely on late November if they want to capture year-round sales.
Shopping Season Gets an Early Start
The shopping calendar is also starting earlier than ever. As many as 20% of consumers make their first holiday purchase between June and August, with Gen Z driving the trend—30% start before the traditional peak season, and 36% don’t plan around any specific sales event at all. BFCM still draws the largest crowd, with 40% planning to shop that weekend, but the reality is that the customer journey now spans months.
Economic pressures are shaping spending habits, but not slowing them down entirely. Over three-quarters of consumers expect to spend the same or more this holiday season, even as 81% admit inflation is influencing their behaviour.
The report highlights that the most effective way to convert interest into purchases is to offer a discount on an item a shopper has already browsed multiple times or saved for later, proving that relevance can beat even the toughest economic headwinds.
