Holiday research and gift buying has been turned on its head this year, with technology suggesting to consumers where, what and how much they should pay for products.

Some research suggests consumers have already begun to see ads and click and spend more, but data based on 1,000 U.S. consumers released Tuesday from Nosto says otherwise. The data shows 30% are looking for the confidence to spend.

Market research company Censuswide conducted the survey.

This potential uptick comes against a backdrop of consumer caution. Some 19% plan to spend more than last year, and 64% said the rising cost of daily living will impact their holiday budgets.

The data, released Tuesday, is part of a larger survey of 2,000 U.S. and U.K. consumers. It shows that Amazon has become the most popular destination for gift and shopping ideas as U.S. consumers look online for inspiration online. While 74% plan to use the marketplace this year, 44% said they would still turn to Google.

Generative AI chatbots such as Google Gemini, OpenAI ChatGPT and Microsoft Copilot are making a slight impact on shopping decisions. The study shows that only 8% of consumers are asking these chatbots for advice about gifts.

Thirty percent of U.S. consumers participating in the survey said they will look for gift ideas on Facebook, compared to 23% on Instagram, 22% on TikTok and 21% on eBay.

Twenty-five percent said they will go directly to the ecommerce stores of their favorite brands and retailers.

Across the U.S. 25% said they are likely purchase more second-hand gifts than last year, with 24% making seasonal online purchases across borders. Some 12% say sustainability and environmental concerns will influence their shopping this year. 

Of the 88% of U.S. consumers who plan to make an effort to save money on their holiday shopping this year, 37% said they would compare prices online in at least three stores before making a purchase.

Some 21% of consumers will look for low-cost purchases on Temu, AliExpress and other Chinese marketplaces. Nineteen percent said they will buy pre-owned items if they can find good quality at low prices from places like The Real Real, while 17% admit that they will try to save by waiting to buy gifts in post-Christmas and New Year sales.

Thirty-three percent plan to shop online at stores with lower shipping charges or those that allow collect-from-store for free.

When U.S. consumers were asked to cite ecommerce website features that are helpful when shopping for gifts or other holiday purchases, 81% cited a very effective search function that shows relevant products. Some 79% said product reviews and ratings, 75% like to see photos and videos, and 72% said image search that lets shoppers search for products using images rather than text.

Forget chatbots when it comes to researching and buying holiday gifts. Data released Tuesday shows why Amazon has become the most popular destination for U.S. consumers, even compared to Google.