AI is becoming a core part of how people plan and shop for Christmas. Mustard’s AI guru, Anthony Shephard-Williams, uses our latest NatRep study to explore how AI is guiding UK shoppers – especially Gen Z and Millennials – as they choose gifts, track prices and manage the festive prep.
Every year our Christmas study (a UK Nat Rep sample of over 1,000 people) gives us a window into how shoppers are thinking, planning and behaving as the festive season approaches.
AI is impacting more of our daily life than many realise, and our 2025 findings show it’s moving from the sidelines to a genuine part of how people approach Christmas — particularly among those doing the bulk of the gifting.
Younger shoppers are driving the shift
When asked which tech trends would be most helpful for Christmas gift shopping, AI-driven recommendations came out top among the options measured (18% overall). But the strongest enthusiasm is concentrated among:
• 18–24-year-olds – 27%
• 25–34-year-olds – 30%
These groups are the most time-pressed and gift-heavy, and AI is helping them cut through choice and speed up decision-making. In contrast, older shoppers (65+ at 8%) remain far less engaged, highlighting a clear generational divide in openness to emerging retail technology.
Practical, everyday uses are taking hold
When we look at how people plan to use AI this Christmas, the picture becomes more revealing. Consumers point to a set of pragmatic, task-focused roles:
- Price tracking and deal alerts – 30%, rising to 42% among 35–44-year-olds, reflecting cost-conscious behaviour.
- Gift ideas and recommendations – 26%, especially strong for 25–34-year-olds (39%), who see AI as a source of inspiration.
- Cooking / recipe creation – 23%, showing AI’s growing role in hosting and planning the wider festive experience.
- Travel management – 15%, jumping to 32% for 25–34-year-olds, demonstrating AI’s reach beyond shopping alone.
AI is beginning to underpin not just what people buy, but how they prepare, plan and manage Christmas from end to end.
Still early days – but the direction is clear
Adoption isn’t universal, but the momentum is unmistakable and being driven by shoppers in their late twenties to mid-forties.
For retailers and brands, the opportunity is emerging fast. AI-powered inspiration, smarter savings tools and personalised experiences are beginning to shape how Christmas happens and will increasingly set expectations for festive shopping in the years ahead.