With 30 days until Black Friday, here's the good news: BFCM budgets are climbing. Also, nearly half will use AI to find deals and 74% want your help discovering the right products.

The BFCM countdown is on. If you're feeling the pressure, you're not alone. While economic concerns persist, the latest Attentive Consumer Pulse reveals optimistic signals for brands willing to adapt their approach.

We surveyed 600 US consumers about their BFCM shopping plans, and their responses paint a picture of resilient, strategic shoppers who are finding creative ways to keep shopping despite economic headwinds.

Budgets are actually increasing as we get closer to the big event, with 27% planning to spend more than last year (up from 21% in August). And these shoppers are actively seeking your brand’s guidance for product discovery, while embracing new tools like AI. Most notably: You can earn their business now without waiting for Black Friday.

From the importance of a mobile-first shopping experience (64% will shop on their phones and tablets) to the specific tiebreakers that close sales when everyone's running promotions, this data gives you actionable insights to fine-tune your strategy in these final weeks.

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6 steps to align your BFCM strategy in the final sprint

Before we dive into the full findings, here's what we recommend doing based on shoppers’ plans:

1. Launch modest deals early with transparency about what's coming to catch the significant portion of customers shopping now.
2. Use personalization to guide product discovery with abandonment flows, gift guides, trending product lists, and recommendations based on browse and purchase history.
3. Highlight your differentiators like shipping and return policies, reviews, warranties, and comparison charts to help shoppers choose you.
4. Stack incentives to create value beyond discounts. Combine free shipping, price match guarantees, gifts with purchase, and bonus loyalty points to compete without slashing your profitability.
5. Prioritize your mobile experience by testing your mobile journey, activating mobile wallets, and enabling two-tap sign-up for SMS. If you have retail stores, improve your hybrid online/offline experience with store locators, inventory, and click-and-collect options easy to navigate.
6. Make your website LLM-friendly with detailed product specs and comparison pages. Monitor AI sentiment about your brand to track perceptions that need attention.

Now for more context, here’s what the data from October's Attentive Consumer Pulse tells us about each of these strategic priorities.

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1. Shoppers are resilient: 27% increase budgets as BFCM draws closer

Yes, 85% of shoppers are concerned about the economy, and 87% have adjusted their holiday shopping approach in response. But here's what matters for your final BFCM preparations: they're not pulling back. They're getting strategic.

The proportion planning to spend less for BFCM has held steady at 28% since August, but those planning to spend more jumped from 21% to 27%. This shift is driven by younger shoppers who refuse to let economic headwinds derail their holiday plans—43% of Gen Z (up from 32% in August) and 37% of Millennials (up from 25%) plan to increase their spending.

Millennials emerge as the highest spenders

Pay attention to Millennials. They're bringing the biggest anticipated holiday shopping budgets to the table at an average of $1,250—that's 59% higher than all other generations.

Key behaviors to note:

• 42% are focusing on practical or useful gifts—an opportunity for brands that haven’t traditionally positioned themselves as giftable.
• 32% will wait for deeper discounts before committing to purchases (compared to 25% overall).

Shoppers are adapting by focusing on quality, utility, and buying early

Rather than abandoning their shopping plans, consumers are finding creative ways to maintain their gift-giving traditions and treat themselves.

Gen Z and Millennials are leading the charge with sophisticated strategies to maximize their holiday budgets:

• 35% of all shoppers are being more selective—buying fewer but better-quality items. This jumps to 43% for Gen Z, who are particularly focused on getting maximum value from each purchase. These shoppers want quality, not just deals. Emphasize durability, craftsmanship, and the long-term value of your products.
• 35% are focusing on more practical or useful gifts. Millennials are especially drawn to this approach at 42%. If you sell personal care, productivity tools, home office supplies, or fitness products, this is your moment. Shoppers are looking beyond traditional gift categories. Feature seasonal variations or gift sets that make functional items feel special.
• 29% are shopping earlier to avoid potential price increases. Shoppers are making decisions now, so launch modest deals early to make them feel good about choosing you.

Worth noting: 32% of Millennials are waiting for deeper discounts before committing to purchases. So if you’re launching early deals that won’t get better during Cyber Week, let shoppers know this is the best it gets so they don’t wait and potentially get snatched up by a competitor.

While under a third are shopping early to avoid potential price increases, this doesn’t represent the total number of consumers shopping early. In August, we reported that 59% will have already started shopping by BFCM. In this survey, we learned that 42% will have started the majority of their holiday shopping before Cyber Week. So waiting until Black Friday to engage these shoppers means you could miss significant purchases.

Gen X are cautious spenders this BFCM

The generation with the highest average US salary is also the most financially anxious. 91% of Gen X are concerned about the economy (highest of any generation) and 26% are cutting their BFCM budget significantly (vs. 19% for other generations). They also have the lowest anticipated average holiday shopping budget at $753.

But don't write them off. In July, EMARKETER reported that Gen X will have the highest annual spend in 2025. Our survey is asking about how they feel and what they’re anticipating spending for the holiday season. Gen X might be having a strong psychological response to recent economic changes and still turn out for Cyber Week.

Key behaviors to note:

• They still respond to quality and value messaging.
• Practical gifts and essential items are top of mind for a third of them.
• Personalization still works, as 75% of Gen X want brands to help them find products to buy during BFCM.

Baby Boomers are steady shoppers

Baby Boomers are the least concerned about the economy (75%) and most stable in their approach, as 58% plan to spend the same during BFCM as last year.

They’re less likely to engage with promotional messages and prefer to shop on their own terms, so keep messaging straightforward.

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2. Shoppers want your help: 74% seek brands’ guidance finding the right products

Shoppers in 2025 are overwhelmed by choice and actively seeking curation. 74% want brands to help them find products during BFCM—jumping to 89% for Gen Z and 85% for Millennials.

This isn't just a nice-to-have. When we asked shoppers about their biggest concerns for BFCM shopping this year, finding the right gifts for people on their list was the #2 worry, right after finding good deals. This highlights a big opportunity for brands to build trust and loyalty with shoppers early by becoming the helpful guide shoppers need.

Personalization pays

Here's what shoppers are specifically asking for:

• 43% want recommendations based on items they've purchased or browsed. This jumps to 55% for Gen Z who expect you to know them and show it. Use your customer data to personalize BFCM campaigns with relevant imagery and products based on their history with your brand. Lean on abandonment flows to maximize revenue—in 2024, cart abandonment journeys alone on the Attentive platform recovered $16.2 million in 1-day click revenue on Black Friday and Cyber Monday combined.
• 32% want curated gift guides by price point or recipient type. Gen Z (42%) and Millennials (40%) are especially drawn to these. An email with a few gift guide options or a simple conversational SMS flow can surface collections for different relationships ("gifts for mom"), personas ("the homebody"), or price points ("gifts under $50").
• 32% want you to share a list of trending or bestselling items. This rises to 37% for Gen Z and Millennials. Our 2025 Consumer Trends Report found that online trends are the second most influential factor for buying products among younger generations. Call out social proof like "TikTok famous" or "sold out 3x" in your promos to enhance the effect. We still recommend segmenting your approach based on the product categories each customer typically shops.

Don't overlook less popular, high-impact tactics

While these methods appeal to fewer consumers, they can drive significant results for the right brands:

• Quizzes and gift finder tools (18% overall, but 25% of Gen Z). For brands with technical product lines—skincare, supplements, mattresses—quizzes can be game-changing. Whether launched on-site or through conversational SMS, they help shoppers navigate similar SKUs that aren't easily differentiated to the average consumer.
• Showcasing coordinating items to create sets (17% overall, 25% of Gen Z). This classic cross-selling technique boosts cart values—and Cyber Week profitability. If you have products that naturally pair together, promote them as bundles. Use cart add-ons to suggest complementary items after a customer adds something to their cart, or cross-sell on the thank you page with a time-sensitive offer.

Where else shoppers are researching

Understanding where shoppers gather information helps you allocate your marketing efforts. These are the top ways shoppers are researching products before making a purchase:

• 57% use search engines. This shows the importance of a solid on-site SEO and AEO strategy and search-based content partnerships. Ahead of the holidays, focus on getting your products onto gift lists and roundups that rank for relevant keywords—which will likely show up in both traditional search results and AI overviews.
• 38% will browse in-store. If you have physical locations, ensure your in-store and online experiences are connected with email and SMS sign-ups posted in-store, options for click-and-collect, and geo-segmented campaigns to encourage customers to shop at nearby stores.
• 36% will find products on social media. That skyrockets to 64% of Gen Z, followed by 45% of Millennials. Your email and SMS can amplify social proof by highlighting which influencers love your products or which items are going viral.
• 28% will get recommendations from friends and family. Loyalty and referral programs become even more powerful during BFCM, when shoppers are actively seeking trusted opinions. Make it easy for happy customers to share their favorites.
• 22% will be using review sites for product recommendations. This highlights the importance of establishing connections with these sites. Showcase any awards and accolades you get in your marketing campaigns as a form of social proof.
• 21% will use online discussion forums. This jumps to 38% for Gen Z. Monitor relevant forums for brand mentions to understand perception and what questions shoppers are asking.

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3. BFCM tiebreakers: How to secure customers' interest when everything is on sale

You're not just competing on price during Black Friday. Understanding what tips the scales in your favor can be the difference between abandonment and conversion.

What breaks the tie when prices are similar

We asked shoppers what factors would help them decide between similar products at similar price points during BFCM. Their answers reveal opportunities to differentiate beyond discounting:

• 43% want free or faster shipping options. This is your easiest lever to pull. Consider lowering your free shipping threshold for BFCM, offering it as an exclusive perk for email and SMS subscribers, or using in-cart progress bars to show shoppers how close they are to earning it. Speed also matters—if you can guarantee delivery by a certain date, make it known.
• 37% rely on customer reviews and ratings. Highlight star ratings in your marketing campaigns, include five-star review counts in your SMS messages, and encourage customers to leave reviews ahead of the holidays through your loyalty program. Recent product launches especially need social proof before BFCM hits.
• 27% choose brands they've had positive experiences with. Your existing customers are your best opportunity during BFCM. Make sure your loyalty members feel special with early access or exclusive perks.
• 23% want side-by-side comparisons of product features. Shoppers are doing their homework. Make it easy by creating comparison charts and detailed product descriptions. This is especially important if you sell technical products or items with multiple variations.
• 23% look for more flexible return policies. The gift-giving nature of BFCM makes returns top of mind. Consider extending your return window through January or offering free return shipping during the holidays. Make your return policy prominent in your marketing—it reduces purchase anxiety.
• 21% want better product warranties or guarantees. Quality concerns are real when shoppers are being more selective. If you offer warranties or satisfaction guarantees, make them known in your BFCM campaigns.

With shoppers focused on value this year, these tiebreakers show how shoppers evaluate what's "better" when products seem similar and everyone has a sale.

Incentives that drive purchases beyond discounts

Beyond the tiebreakers, we asked what incentives would make shoppers most likely to purchase from a brand. The results show that while discounts matter, they're not the only thing shoppers want:

• 59% want free shipping. Free shipping shows up as crucial yet again.
• 36% are motivated by price match guarantees. As 25% of shoppers are waiting for deeper discounts and finding good deals is the #1 BFCM concern, price match guarantees provide powerful reassurance. Whether you promise to honor your lowest price if you drop it later, or match the prices of other retailers selling the same products, this removes the fear of buying too early or at the wrong price.
• 34% want free gifts with purchase. Gifts let you add value without cutting prices. Don’t make it feel like you’re clearing out old inventory, though. Choose gifts that feel like a real treat.
• 24% want to use Buy Now, Pay Later (BNPL) options. This jumps to 33% for Gen Z. Make your BNPL options visible throughout the shopping journey, not just at checkout.
• 23% want to earn extra loyalty points. Double or triple points during BFCM can motivate purchases while building long-term relationships. It's a win-win—shoppers feel like they're getting extra value, and you're investing in future purchases rather than just discounting current ones.

Stacking these incentives creates a compelling reason to buy while protecting your margins and building customer relationships that last beyond Cyber Week.

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4. Mobile-first will rule BFCM as 64% shop on their phones and tablets

85% of consumers plan to shop online this BFCM—and they're doing it mostly on their mobile devices. 64% anticipate shopping on their phones and tablets during BFCM, significantly outpacing the 43% who will shop on desktop.

This mobile dominance is even more pronounced among younger generations: 79% of Gen Z and 77% of Millennials will be shopping on mobile, along with 67% of Gen X. Baby Boomers are the only generation still preferring desktop at 53%, though even 32% of them will be shopping on mobile devices too.

The hybrid shopping reality

While the majority of shoppers will be shopping online, 64% still plan to shop in-store. But only 11% will shop exclusively in-store, meaning: the vast majority are hybrid shoppers, researching on their phones before heading to stores and price-checking online while browsing aisles.

So your mobile experience isn't just important for online sales—it's influencing in-store purchases too. Add store locators, inventory checkers, and click-and-collect methods to help shoppers get in and out.

Mobile optimization is non-negotiable

With nearly two-thirds of all consumers shopping on phones and tablets, every friction point in your mobile experience is costly. Here's what needs your attention before BFCM:

• Test your entire mobile experience end-to-end. Ensure the entire shopping journey is smooth. Is text readable without zooming? Do buttons work for thumb-tapping? Does checkout flow smoothly? Fix any friction points now.
• Activate mobile wallets. Apple Pay, Google Pay, and Shop Pay (if you're on Shopify) reduce checkout friction dramatically. One-tap checkout can be the difference between a sale and an abandonment when shoppers are distracted.
• Design mobile-first emails. Default to single-column layouts, large CTAs positioned for easy thumb-tapping, and text that's readable on small screens.
• Use SMS to reach shoppers where they're already shopping. SMS puts you directly on the device they're using to shop.

Show up in the right SMS inbox with two-tap sign-up: 39% don’t check filtered messages

In the wake of iOS 26, 48% of shoppers now have message filtering turned on for unknown numbers—rising to 63% for Gen Z and 60% of Millennials. What’s concerning: 39% of them don't regularly check their filtered messages folder (jumping to 48% for Gen Z).

Here’s how to show up in the primary inbox:

• Use two-tap sign-up: Attentive’s patented two-tap sign-up technology is your most important defense against message filtering. Two-tap sign-up ensures new subscribers land in the main inbox from the start—because they initiate the conversation with your brand. If you haven't enabled this yet, do it as soon as you can—especially important as you grow your list leading up to BFCM.
• Get existing subscribers to respond: If you acquired any subscribers without two-tap, you can get your brand into the primary inbox by getting three text messages from the subscriber. Use conversational flows that encourage response, like curated gift guides and product recommendations.

Word to the wise: New subscribers acquired during Cyber Week 2024 accounted for just 1.7% of brands' total lists but drove 33% of their revenue. So keep those sign-up units live throughout BFCM.

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5. Shoppers embrace AI: 69% will use it for BFCM

AI has entered the shopping journey: 69% of shoppers plan to use AI tools when shopping for BFCM.

The generational breakdown shows just how mainstream AI shopping has become: 80% of Gen Z, 82% of Millennials, 69% of Gen X, and even 43% of Baby Boomers will be using AI tools this BFCM.

How shoppers are using AI throughout their journey

The use cases span the entire purchase journey, from discovery to decision-making to purchase. Of shoppers who plan to use AI during BFCM:

• 49% will use it for comparing products and features.
• 42% will find deals and coupons.
• 38% will get gift ideas.
• 34% will get product recommendations.
• 29% will use visual search to find similar products.
• 29% will summarize product reviews.
• 28% will ask product-specific questions.
• 23% will find alternatives to expensive items.

AI tools are essentially becoming third-party sales associates. Here's how to ensure they represent your brand accurately:

• Audit your product information. Check that every product has clear specs and features, detailed materials or ingredient lists, and accurate sizing or tech compatibility information.
• Build competitor comparison charts or landing pages. If relevant to your products, owning the narrative on your differentiators can teach LLMs how to represent your brand in a positive light.
• Monitor AI sentiment. Track what LLMs are saying about your brand and products to understand what perceptions you need to shift.

AI use will only continue to grow—especially as the technology matures and more complex use cases become available. Making your product information AI-friendly now will have a significant advantage during BFCM and position you well for 2026.

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Bonus: Which categories are winning shoppers’ budgets this BFCM

If you read our August Consumer Pulse, you might remember that shoppers were pulling back on apparel, accessories, and toys & games. Here's the good news: these are now among the most popular categories for BFCM shopping.

What will be in shoppers’ carts

Here's the full category breakdown of where consumers are planning to spend on BFCM:

• 54%: Apparel & shoes
• 44%: Electronics & technology
• 41%: Toys & games
• 40%: Accessories
• 35%: Food & beverage
• 33%: Beauty
• 23%: Pet supplies
• 23%: Home & office
• 20%: Books
• 20%: Health & wellness
• 16%: Fitness
• 15%: Pro sports & entertainment
• 14%: Travel & hospitality

While the top rankings hold fairly steady, there are a couple notable generational differences:

• Gen Z swaps out toys for beauty in their top four.
• Gen X and Baby Boomers prioritize food & beverage over accessories in their top four.
• Gen Z and Millennials plan to shop across an average of 4.4 and 4.7 categories respectively, compared to 3.5 categories for Gen X and just 2.5 categories for Baby Boomers.
• 26% of Baby Boomers say they’re not sure what they’ll buy during BFCM, compared to 14% of Gen X, 7% of Millennials, and just 3% of Gen Z.

Younger generations are coming into BFCM ready to shop and with a game plan.

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Finalize your BFCM strategy

You’re in the home stretch. Here are seven takeaways to walk away with:

• Things are looking up for brands as shoppers’ BFCM budgets increase.
• Personalization will drive conversions this year.
• Highlighting differentiators can help shoppers make purchase decisions.
• Stacking incentives can increase value without a race to the bottom on pricing.
• Shoppers are primarily shopping on their mobile devices and in-store.
• AI is shaping shopping decisions.
• Behavior and budgets differ by generation—Millennials bring the biggest budgets, Gen Z is looking to maximize theirs, Gen X wants practical reassurance, and Baby Boomers shop independently.

With 30 days to go until Black Friday, it’s time to do your final email and SMS preparations for the big event. 30 Days to BFCM: Embrace Authentic Connection has your essential checklist to complete in this final month before Cyber Week. We’ll walk you through updating your sign-up forms, drafting high-converting campaigns, adjusting your behavioral flows, and optimizing send times.

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The Attentive Consumer Pulse: Since April 2025, Attentive surveys 600 US consumers semi-monthly to help brands understand how consumer mindset is shifting and how to adapt their marketing strategies. This special edition for October 2025 surveyed those who will or may shop BFCM.