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“May I help you find the perfect gift?” asks the chatbot
From generative AI (GenAI) gift advice to virtual customer service interactions, some early adopters are embracing tech-assisted shopping and travel this holiday season.
Fueled by data, these advanced technologies can deliver new levels of personalization and convenience. And a few diehard tech enthusiasts — 22% of consumers — are all in.
Meanwhile, almost 40% of consumers are open to emerging tech options: 20% told us they may use tech help in the future while 19% said they don’t know how to use it for shopping.
Who are the tech adopters?
High-earning male residents in metro areas, tech enthusiasts range in age from 17 to 40. Almost 70% plan to spend more this holiday season than they did last year, well over double the rate of non-tech enthusiasts.
And they are brand-loyal: 38% told us brand is a very important factor driving purchasing decisions (vs 18% of consumers who don’t plan to use tech-assisted shopping). They also belong to loyalty programs — and buy products from the associated brands — far more than the average consumer.
Tech options pave the way for a sparkling holiday
Source: PwC Holiday Outlook 2023
Q: Which of the following activities will you use these technologies (AI, extended reality, the metaverse) for this holiday season?
Base: 868 consumers who use emerging technologies
Q: Which of the following activities will you use these technologies (AI, extended reality, the metaverse) for this holiday season?
Base: 868 consumers who use emerging technologies
What do they care about?
Tech enthusiasts are more likely than their non-tech enthusiast counterparts to consider the environmental impact of a brand before making a purchase (69% vs 42%). And they are allocating twice as much for entertainment this holiday season as the average consumer, approximately $477.
Far more likely to travel — both domestically and internationally — than non-tech enthusiasts, they welcome a tech-assist for all their travel needs. They are also more likely to redeem loyalty rewards for travel (74% vs 46%).
Brand-loyal tech enthusiasts care about wellness, sustainability
Tech enthusiasts
Non-tech enthusiasts
Note: Responses to questions about loyalty, wellness and sustainability from a list of 9 options.
Source: PwC Holiday Outlook 2023
Q: Thinking specifically about your upcoming holiday shopping compared to 2022 to what extent do you agree with these statements? (Those responding agree and strongly agree.)
Base: 868 consumers who use emerging technologies
Source: PwC Holiday Outlook 2023
Q: Thinking specifically about your upcoming holiday shopping compared to 2022 to what extent do you agree with these statements? (Those responding agree and strongly agree.)
Base: 868 consumers who use emerging technologies
Primed to learn more
Almost 40% of consumers either don’t know enough about advanced technology options or would consider using them in the future. They are primed to learn more about how they can improve shopping, travel and entertainment — for a more speedy, convenient experience.
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