Search.com Study Finds Nearly 60% of Shoppers are Turning to Gen AI for Shopping Ahead of Valentine’s Day and Presidents Day

Findings reveal how AI-driven discovery is reshaping shopping behavior and the economics of online search

CHICAGO--(BUSINESS WIRE)--As artificial intelligence becomes embedded earlier in the shopping journey, consumers are increasingly relying on AI tools to research, compare, and make purchase decisions. According to a new study from Search.com, nearly 60% of U.S. shoppers say they would consider using AI tools for holiday shopping, signaling a shift toward AI-driven discovery during high-intent retail moments.

The Search.com Valentine’s Day and Presidents Day Online Shopping Behavior Study, based on a survey of 2,000 U.S. shoppers, shows that AI and Gen AI tools are moving from experimentation to habit, becoming a trusted layer alongside traditional search engines and retailer websites. At the same time, the data highlights persistent challenges around choice overload, trust, and attribution that continue to shape the online shopping experience.

AI-powered shopping is becoming a core part of product research

The use of Gen AI tools for shopping is now widespread. 70% of respondents stated that they have used Gen AI (e.g., ChatGPT, Bing Chat, Gemini, Search.com) to compare prices of products across multiple retailers before buying. Nearly half (47%) say AI-generated shopping recommendations are more helpful than traditional search results.

These findings suggest consumers are turning to AI to reduce friction and speed up decision-making as product discovery becomes more complex.

Decision overload continues to derail purchases

Despite the rise of AI, shoppers are still struggling with too many options. 78% of respondents say they have abandoned a holiday purchase because the number of options or search results was overwhelming and made it difficult to decide.

The data points to a growing gap between access to information and the ability to confidently act on it, particularly during time-sensitive shopping moments.

Shopping behavior shifts by holiday and discovery channel

The study also reveals differences in how shoppers approach Valentine’s Day and Presidents Day purchases. 42% of shoppers begin researching Valentine’s Day purchases two to three weeks in advance. 55% begin researching Presidents Day purchases within two weeks of the holiday, while 37% say they do not actively follow Presidents Day sales.

Discovery channels also vary by occasion. Nearly 40% of shoppers start Valentine’s Day research on retailer websites, while Presidents Day shopping relies more heavily on search engines (e.g., Google, Bing) and deal sites.

“What this data shows is not just a change in shopping behavior, but a breakdown in how value flows across the internet,” said Melissa Anderson, President of Search.com. “AI has accelerated discovery, but without attribution or intent, it creates friction for consumers and inefficiency for businesses. Search.com is focused on rebuilding that value exchange so AI-driven discovery works for shoppers, brands, and publishers alike.”

To learn more about Search.com and download the full survey results, visit here.

Methodology

The data was derived from a survey by Search.com conducted online via Pollfish on January 28, 2026. 2,000 Americans aged 18+ completed the survey.

Of the respondents, 59% identified as female and 41% as male. All decimals in this report are rounded to the nearest percentage point, which may lead to certain numerical totals adding up to slightly more or less than 100%.

About Search.com

Search.com is restoring the economic integrity of the internet. A division of Public Good, Search provides publishers with attribution and revenue share in zero-click environments to sustain quality journalism. For advertisers, Search matches native ads to the semantic intent of the answer, reaching users at critical moments of motivation. For consumers, they receive cash for their usage and purchases. This restores the value exchange, proving that AI search can be profitable, sustainable, and good for the internet. Public Good is an Ad.com company.