With Black Friday and Cyber Monday (BFCM) on the horizon, U.S. consumers have started to think about how they plan to shop during these events, if at all.
YouGov’s U.S. Black Friday and Cyber Monday 2026 outlook report explores the interest that American consumers have in these sales events, how much they plan to shop, and AI’s influence and impact throughout the purchase funnel.
Key findings from the report include:
- 47% of Gen Z and Millennials are likely to shop during Black Friday or Cyber Monday
- Planned AI use for BFCM among likely shoppers has more than doubled since last year (34% vs 16%)
- 42% of likely BFCM shoppers say that finding the best deal is a difficult part of the sales events. Following this, BFCM AI shoppers and considerers both ranked finding the best price as their top use case for using AI.
- More than half of AI shoppers (56%) are concerned about inaccurate or outdated information
The report also highlights AI usage in the U.S. compared to 15+ other countries, which AI assistants are most likely to be used by shoppers during these sales events, and many more insights around the evolving research and purchase journey impacting how Americans spend money during Black Friday and Cyber Monday sales.
