By Aynsley Peet, Head of Growth at The Pixel

 

New research from The Pixel, in conjunction with Stripe, explores online shopping habits, Black Friday behaviour and the emerging role of AI in the customer journey.

 

Online shopping has become a regular part of everyday life, but how consumers discover products, research purchases and approach major retail events continues to evolve.

 

To better understand these behaviours, The Pixel, in conjunction with Stripe, surveyed 1,000 online consumers about their online shopping habits, their attitudes towards Black Friday and Cyber Monday (BFCM), and the channels they use to find deals including the growing role of AI assistants.

 

The findings reveal a mix of frequent online shoppers, considered deal-seekers and consumers who remain less engaged with Black Friday. They also highlight opportunities for retailers to connect with customers earlier, improve product discovery and consider how emerging technologies may influence shopping decisions.

 

Online shopping is a regular habit - How often do consumers shop online?

 

The results suggest that online shopping is firmly embedded in consumers' routines, with more than half of respondents shopping at least once a week.

 

We asked the question: How often do you shop online?

• 29% shop multiple times a week.

• 26% shop once a week.

• 29% shop a few times per month.

• 9% shop once a month.

• 7% shop less often.

 

Combined, 55% of respondents shop online at least weekly, while a further 29% shop a few times per month.

 

For retailers, this frequency creates multiple opportunities to engage customers throughout the year, rather than relying solely on seasonal promotions. Maintaining a consistent presence across search, email, social media and retailer-owned channels can help brands remain visible when consumers are ready to buy.

 

However, frequent online shopping does not necessarily mean consumers are always ready to purchase from a particular retailer. Relevant product information, competitive pricing, convenience and a smooth customer experience remain important in turning browsing into conversion.

 

Black Friday remains relevant, but not everyone shops every year

 

Black Friday and Cyber Monday continue to attract consumers, although participation varies considerably.

 

We asked the question: Do you usually shop during Black Friday / Cyber Monday?

The survey found that:

• 18% shop during Black Friday and Cyber Monday every year.

• 23% participate in most years.

• 40% shop during the event occasionally.

• 19% never shop during Black Friday and Cyber Monday.

 

While 41% participate every year or most years, the largest group - 40% shops only occasionally.

 

This suggests retailers need to think beyond customers who already actively participate in Black Friday. For some consumers, the event may be an opportunity to purchase specific products at a discount; for others, participation may depend on the offers available, the products they need or whether the timing suits them.

 

The opportunity for retailers is to make promotions relevant, not simply louder. Clear value propositions, personalised offers and useful product recommendations can help brands appeal to customers who are selective about when and where they shop.

 

At the same time, the 19% who never participate represent a reminder that Black Friday is not relevant to every consumer. Retailers should consider whether their promotional strategy supports their wider customer base, rather than focusing exclusively on discount-driven shoppers.

 

The Black Friday shopping journey starts before the event

 

When do consumers begin researching their Black Friday purchases?

 

The results show that shopping activity is spread across the weeks leading up to the event, with many consumers beginning their research before Black Friday and Cyber Monday week itself.

 

The findings reveal three notable behaviours:

• 23% begin researching two to four weeks in advance, making this the most common individual response.

• 22% start one week before the event.

• 21% begin during Black Friday and Cyber Monday week, while only 6% wait until the day itself.

 

A further 8% start researching more than a month ahead, while 20% say they do not shop during Black Friday and Cyber Monday.

 

Importantly, the 20% who do not shop during BFCM are included in the results. Among the 80% who do participate, 45% of all respondents begin researching at least a week before the event, equivalent to approximately 56% of BFCM shoppers.

 

This has important implications for retail marketing. The opportunity to influence a purchase does not begin when the discounts go live. Product discovery, comparison and consideration can happen well in advance.

 

Retailers should therefore consider how they build awareness and intent before the promotional period, using channels such as email campaigns, paid search, social content and product guides. Ensuring product information, pricing and availability are easy to find can also help customers make informed decisions.

 

The takeaway: Black Friday is not just a day of discounts; it is a customer journey that starts earlier.

 

Search remains the leading way to discover Black Friday deals

 

With consumers researching purchases at different times, understanding how they discover deals is essential.

 

The survey asked respondents which channels they usually use to find Black Friday offers, allowing them to select multiple answers.

 

Google search leads the results, used by 41% of respondents to discover Black Friday deals. Email follows at 35%, with social media close behind at 33%.

 

Online advertising also plays a role, with 29% using it to discover offers. Retailer apps and websites and recommendations from friends and family each account for 23%.

 

AI assistants were selected by 12% of respondents, while 9% use price comparison websites.

 

These findings highlight the importance of a joined-up approach to customer acquisition. 

 

Consumers are not relying on a single channel, so retailers need to consider how their digital presence works across search, email, social media, advertising and their own online properties.

 

What does this mean for retailers?

 

Search visibility remains essential. With Google search the most commonly selected discovery channel, retailers should ensure their products, offers and supporting content are easy to find. Clear product descriptions, accurate pricing and useful landing pages can help customers evaluate their options.

 

Email continues to matter. The results reinforce the value of an engaged customer database. Relevant offers, well-timed campaigns and personalised recommendations can help retailers reach shoppers directly as they begin researching purchases.

 

Social media and advertising support discovery. These channels provide opportunities to introduce products, build awareness and bring customers into the consideration journey before they are ready to buy.

 

AI is an emerging discovery channel. Although fewer respondents currently select AI assistants than more established channels, their presence in the results suggests retailers should pay attention to how consumers may increasingly use conversational tools to research products and identify deals.

 

The challenge is not simply to appear on more channels, but to provide a consistent and useful experience wherever customers discover a brand.

 

AI shopping assistants: curiosity, adoption and opportunity

 

AI is becoming an increasingly prominent part of conversations about the future of commerce. But how comfortable are consumers with using AI to help them find Black Friday deals?

 

The survey asked respondents whether they had ever used AI for this purpose.

 

The results reveal a market still exploring the possibilities:

• 19% have already used AI to help find Black Friday deals.

• 42% have not used AI for this purpose.

• 22% would consider using it.

• 17% are not interested.

 

While 42% have yet to use AI for Black Friday deal discovery, a further 22% are open to considering it. This suggests there is potential for adoption to grow, although the survey does not establish whether those respondents will go on to use AI.

 

For retailers, the opportunity is to understand how AI might support customers throughout their shopping journey. Consumers could use AI tools to research products, compare specifications, narrow down choices or identify offers that match their needs.

 

This creates questions for brands about how their products are represented in AI-generated recommendations, how easily product information can be understood and whether their data is accurate, consistent and accessible.

 

It also raises the importance of trust. Customers need confidence that product recommendations are relevant, pricing is transparent and the information they receive is reliable.

 

Retailers should not assume that AI will replace traditional discovery channels. Instead, the findings suggest an opportunity to prepare for a shopping environment in which search engines, retailer websites, social media and AI assistants may all play a role.

 

What does this mean for the future of online shopping?

 

Taken together, the survey results highlight several considerations for retailers preparing for the next phase of digital commerce.

 

Engage customers before the promotional peak

 

With research activity spread across the weeks leading up to Black Friday, retailers should plan for the full customer journey. Early awareness, helpful product content and timely communications can support customers as they research and compare options.

 

Build a connected discovery experience

 

Search, email and social media are the leading channels identified in the survey. Retailers should ensure their messaging, product information and offers remain consistent across these touchpoints, making it easy for customers to move from discovery to purchase.

 

Make customer experience a differentiator

 

Discounts may attract attention, but a good shopping experience helps customers complete their purchase with confidence. Clear product information, straightforward navigation, transparent pricing and a smooth checkout all contribute to reducing friction.

 

Prepare for AI-enabled commerce

 

With 19% already using AI to find Black Friday deals and another 22% willing to consider it, retailers have a reason to explore how AI could influence product discovery and purchase decisions.

 

This means paying attention to product data quality, the clarity of product information and how brands can maintain visibility as customer behaviour evolves.

 

Recognise that shoppers are not all the same

 

Some consumers shop online several times a week, while others shop less frequently. Some actively participate in Black Friday every year; others are selective or do not participate at all.

 

Retailers should use these differences to inform relevant communications and experiences rather than relying on a single promotional approach for every customer.

 

Looking ahead

 

The findings from The Pixel survey, point to an online shopping landscape shaped by established habits and emerging behaviours.

 

Search, email and social media remain important ways for consumers to discover Black Friday deals. Research often begins before the promotional period, creating opportunities for retailers to engage customers earlier. Meanwhile, AI is beginning to feature in the discovery process, with a proportion of consumers already using it and others open to trying it.

 

For retailers, the challenge is to bring these elements together: understanding customer needs, making product discovery easier and delivering relevant, seamless experiences across the shopping journey.

 

As digital commerce continues to evolve, the brands best placed to succeed will be those that combine strong retail fundamentals with a willingness to adapt to changing customer expectations and new technologies.

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Please contact [email protected] if you would like to receive a full copy of the The Future of Online Shopping survey covering payments and online consumer shopping habits. 

 

Published 03/11/2026