As marketers head into Q4, the most competitive stretch of the year, understanding how consumer behavior is shifting is key to winning attention and conversions. Data Axle’s recent survey of U.S. consumers uncovered important insights about how people plan, shop, and spend during the holidays in 2025.
Here’s what we found:
These findings show that while consumers are shopping earlier and more strategically, they still crave convenience and personal relevance. Artificial intelligence is the key to bridging that gap.
Below are four ways AI can help marketers improve performance, efficiency, and connection during Q4.
With 41% of consumers saying they plan to adjust their holiday spending because of economic pressures, AI forecasting models can help marketers identify where those shifts will happen. Predictive analytics can analyze behavioral data, purchase trends, and macroeconomic signals to anticipate where demand will rise or fall.
Action tip: Use AI-driven models to forecast which products or audiences are most likely to convert, then reallocate budgets toward high-potential channels or offers before your competitors react.
Data Axle’s market research found that 52% of consumers feel retailers miss the mark on personalization. Many shoppers said brands fail to leverage past purchase history or browsing data effectively.
AI advantage: Machine learning systems can analyze millions of data points in real time to deliver hyper-relevant recommendations and offers.
Think dynamic email content that adjusts to browsing behavior, or AI-driven gift guides that use predictive modeling to suggest the perfect product for each segment.
Action tip: Use first-party data in combination with AI to build personalized journeys that feel human, not automated.
AI can help marketing teams deliver more campaigns, faster. Instead of creating one-off assets for every channel, generative AI tools can produce multiple versions of copy, imagery, and video at scale. That matters in Q4, when brands are running overlapping promotions and flash sales.
Action tip: Test and optimize creative quickly using AI-powered performance feedback loops. For example, deploy several ad variations for Cyber Week, let AI identify top performers in real time, and reinvest in what drives results.
Nearly 1 in 5 respondents said they plan to use AI search tools such as ChatGPT, Perplexity, or Gemini to help with holiday shopping. That shift changes how consumers discover products and brands online.
Action tip: Make your content more conversational and AI-search friendly. Optimize product descriptions, FAQ pages, and ad copy to match how people ask questions naturally. Adding AI chat experiences to your website can also assist shoppers directly, increasing satisfaction and conversion.
Canadian fashion brand Aritzia set out to expand in the U.S. while maintaining profitability. Facing fierce competition in the women’s apparel market, the brand used AI-powered insights to anticipate demand and optimize performance across channels.
When data revealed early interest in the Super Puff as early as June, Aritzia launched campaigns months ahead of the season, using Demand Gen and YouTube to build awareness and Search and Performance Max to convert intent efficiently.
The result was a 55% year-over-year increase in demand and a 42% lift in e-commerce revenue during Q4 2024.1 The brand’s “omni-first” strategy, powered by tools like local inventory ads, proved that connecting digital and in-store experiences drives both profitability and sustainable growth.
Consumers told us what they value most this holiday season: discounts, convenience, and personalization. But they also told us where brands fall short. AI allows marketers to act on this data responsibly, improving relevance without compromising trust.
As you finalize your Q4 campaigns, think of AI not as automation, but as amplification. It helps your team do more with less, reach the right audience faster, and deliver experiences that feel thoughtful, timely, and personal.
Download our Holiday Marketing Guide to learn how to turn data into Q4 growth.
1 https://business.google.com/us/think/ai-excellence/aritzia-ai-strategy-holiday-campaign/
Courtney is a seasoned communications and public relations professional with 17+ years of experience working in both the public and private sectors in diverse leadership roles. As Data Axle’s Senior Public Relations Manager, she is intently focused on elevating the company’s media relations presence and increasing brand loyalty and awareness through landing coverage in top-tier media outlets.