Holiday Shoppers Increase Their Use of Cross-Channel Shopping and AI Tools

American consumers spent more this holiday season while using cross-channel shopping and artificial intelligence (AI) tools for bargain hunting and convenience, according to separate analyses by Mastercard and Visa.

Mastercard SpendingPulse found that U.S. retail sales excluding automotive increased 3.9% year over year from Nov. 1 through Dec. 21, according to a Tuesday (Dec. 23) press release.

Visa Consulting and Analytics (VCA) reported that holiday retail spending increased 4.2% during the seven weeks from Nov. 1 through Dec. 20, per a Tuesday press release. Its analysis is based on retail merchants’ data, excluding auto, gasoline and restaurants.

Both analyses include all payment types and figures that are not adjusted for inflation.

The companies each found that eCommerce continued to outpace overall sales growth. Mastercard SpendingPulse reported that eCommerce sales grew by 7.4%, faster than in-store sales that grew by 2.9%, while VCA said online retail spending rose 7.8%.

Mastercard SpendingPulse said consumers shopped across channels in pursuit of the best promotions and maximum convenience.

“Consumers demonstrated flexibility and confidence this season, shopping early, leveraging promotions, and investing in meaningful experiences and wish-list items,” Michelle Meyer, chief economist, Mastercard Economics Institute, said in the release. “They also blended online and in-store shopping to find the best deals and maximize convenience.”

VCA reported that the rise in eCommerce was driven by early-season promotions and convenience.

“Whether shoppers were upgrading their tech, refreshing their closets or stocking up at one-stop shops, retailers delivered seamless shopping experiences both in stores and online,” Wayne Best, chief economist at Visa, said in the release.

The PYMNTS Intelligence report “Black Friday on a Budget: How Discipline and Deals Shaped Holiday Shopping in 2025” found that from Nov. 28 to Nov. 29, compared to last year’s Black Friday, the number of online shoppers spiked 7%. The report found that 77% of consumers made purchases on their mobile phones or computers.

A growing number of consumers enlisted the help of AI during this year’s holiday season, the companies noted.

“This season also marked a turning point, with artificial intelligence shaping how people discover products, compare prices and interact with offers,” Visa’s Best said. “This led to a more informed, more intentional consumer, ensuring they could stretch their discretionary spending.”

Mastercard said in its release that the influence of AI can be seen in personalized shopping recommendations and smarter inventory management.

“These innovations help retailers deliver the convenience and value consumers sought this holiday season,” Mastercard said. “Looking ahead, deeper AI integration promises to make shopping even more seamless and experiential, reinforcing the omnichannel behaviors we saw during the holidays.”

The PYMNTS Intelligence report found that half of all shoppers used conversational AI tools to help them complete purchases during Black Friday. Among Gen Z shoppers, two in three used those tools.