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Secret SantAI? Visa Survey Finds Americans Quietly Turning to AI for Holiday Shopping Help

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Secret SantAI? Visa Survey Finds Americans Quietly Turning to AI for Holiday Shopping Help

There may be a Secret Sant-AI behind your presents this year. New Visa research finds 41% of Americans wouldn’t tell someone that AI helped choose their gift as more shoppers quietly hand AI the job of finding gifts and tracking down deals. More than half of U.S. adults (54%) have already used AI for at least one shopping task, up from 47% last year.

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The findings come from Visa’s 2026 Holiday Spending Shift Survey, which polled more than 1,000 U.S. adults in late September in a survey commissioned by Morning Consult. The data paints a picture of consumers juggling persistent cost pressures, evolving technology and heightened fraud concerns, while still finding ways to check every box on their gift lists.

“Consumers are approaching the holidays with both value and security in mind,” said Michael Brown, principal U.S. economist at Visa. “They’re looking for deals, experimenting with tools like AI and changing how they shop in response to fraud concerns. It’s a consumer who is adapting as the shopping experience itself continues to change.”

Shoppers are most comfortable handing AI the practical tasks: comparing prices (61%), checking availability (59%), finding discounts (57%) and suggesting gift ideas (54%). Nearly a quarter say they’re more comfortable using AI for shopping than they were last year.

Gen Z is leading the shift. More than eight in 10 young consumers are open to AI assistance, and 73% would let it suggest gift ideas — 19 points higher than adults overall.


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