Full Breakdown
Shifting Trends in Holiday Shopping: Gen Z's Black Friday Preferences
11/26/2025, 8:59:40 PM
Generational Shopping Patterns on Black Friday
The 2025 Holiday Shopping Survey conducted by AT&T Business, in collaboration with Morning Consult, reveals a notable shift in shopping behaviors among different generations, particularly regarding Black Friday. The survey indicates that 40% of Generation Z and 32% of millennials plan to conduct the majority of their holiday shopping on Black Friday. In contrast, older generations tend to favor shopping closer to Christmas, typically within one to two weeks of the holiday.
Angela Rutherford, AT&T's vice president of mid-market sales, attributes the appeal of Black Friday to the extensive marketing efforts and promotions that resonate with younger consumers, especially through social media platforms. Despite this enthusiasm, Gen Z is expected to reduce their spending by an average of 23% compared to the previous year, marking the most significant decline among all age groups. This contrasts sharply with their earlier sentiment, where they anticipated spending 37% more during the holiday season.
Economic Context and Consumer Behavior
The survey highlights broader economic concerns affecting consumer behavior. Many Americans, particularly those with lower incomes, are facing financial pressures due to rising prices and economic uncertainty. This situation has led to a "K-shaped" economy, where wealthier consumers continue to spend while lower-income shoppers adopt more conservative spending habits. A separate Deloitte survey corroborates this trend, indicating that consumers overall plan to spend 4% less on Black Friday compared to the previous year.
Despite these challenges, the AT&T survey reveals a growing inclination among consumers to support small businesses. Approximately 77% of respondents expressed a preference for shopping at small businesses if prices were comparable to larger retailers. This marks an 8 percentage point increase from the previous year, suggesting a shift towards more intentional and value-driven shopping.
Traditional vs. AI Shopping Methods
Interestingly, the AT&T survey also sheds light on how consumers are gathering gift ideas. It found that 72% of participants prefer in-person shopping for inspiration, as opposed to social media. Furthermore, despite the increasing integration of artificial intelligence in various sectors, more than half of the respondents indicated they would rely on traditional online search methods for gift shopping this holiday season. Only 9% expressed a preference for using AI to find gifts.
Angela Rutherford noted the rapid growth of AI in recent years, suggesting that while traditional search methods dominate now, a gradual shift towards AI-assisted shopping may occur over time.
Conclusion
The findings from the AT&T Holiday Shopping Survey illustrate a complex landscape for holiday shopping in 2025, characterized by generational differences, economic pressures, and evolving shopping preferences. As consumers navigate these challenges, the emphasis on supporting local businesses and the continued reliance on traditional shopping methods highlight the dynamic nature of consumer behavior during the holiday season.
