The future of retail: seasonal demand and intentional purchasing

AI search is moving beyond discovery. It’s increasingly influencing how people research, compare and make decisions, and our latest data shows just how quickly that behaviour is changing.

Our State of AI Search report analysed 1.5 million AI-engaged sessions across 175 websites and 20 industries. Year on year, AI-engaged sessions increased by 392%, while AI-attributed transactions rose by 553% and revenue by 312%. AI search is also growing 14 times faster than organic search.

For retail, the data points to two important shifts: AI search is developing its own seasonal patterns, and consumers are increasingly asking AI to help them decide what’s right for them.

AI search has a retail calendar 

Retail has always been seasonal, but AI search is beginning to show its own patterns around these moments.

The report’s data shows jewellery sessions reached almost five times their summer level in November 2025, while gifting peaked in December at around 10 times July’s level. Fashion saw a 142% month-on-month increase, while Home and Garden sessions rose 41% in June and were almost seven times higher year on year.

The Golden Quarter is always a critical period, but the data also suggests brands shouldn’t wait until October to start preparing. Gifting, for example, saw July reach its highest level since the previous December, suggesting consumers are beginning their festive research earlier than traditional planning cycles account for.

The opportunity is to think beyond the peak itself.

What this means for brands

Don't just plan for the point when seasonal demand peaks. Plan for the AI journeys that lead up to it.

AI search gives brands an opportunity to build visibility before consumers reach the point of purchase. That means thinking about the questions, comparisons and information people need in the months leading up to seasonal demand – not just optimising for the moment demand arrives.

Understanding how search behaviour changes throughout the year can help brands identify the questions people are asking and when demand starts to build. Our SEO services can help uncover these opportunities, giving brands a clearer view of where to focus their efforts before seasonal peak demands.

From “what do you sell?” to “what’s right for me?”

One of the biggest changes in retail search is the shift from product promotion towards decision support.

For retailers, that means moving from “here’s what we sell” to “here’s what’s right for you, and why.”

AI is becoming our personal shopper, helping people move beyond simply finding products and towards making more personalised decisions. 46% of people in the UK would outsource or automate life admin if the right tools existed, while one in three Gen Z shoppers and one in four Gen Y shoppers across Australia, the UK, US and New Zealand prefer AI for product research. A further 23% of Gen Z and 27% of Gen Y trust AI platforms more than people for tailored shopping recommendations.

For brands, this changes the type of content that needs to be created.

In fashion, brands should be answering the questions around occasion, fit and personal style. For example, a shopper might ask AI ‘’What should I wear to a summer wedding in Spain?’’ or ‘’What type of jeans suit a pear-shaped body?’’. In health and beauty, it means helping consumers understand routines, conditions, outcomes, safety, compatibility and effectiveness.

The opportunity is to create content around the decision, not just the product.

Understanding what matters to different audiences can help brands create content around the questions, concerns and comparisons that influence a purchase. Our Content team can turn these insights into useful, need-led content that helps consumers understand whether a product is right for them.

Become a source AI can trust

Being visible in AI search isn't just about what exists on your own website.

AI systems look for repeated signals across trusted external sources, including media, reviews, forums, social platforms, Reddit and other third-party websites.

That makes building a strong external presence increasingly important for retailers looking to influence AI-led journeys.

Reddit is a good example. Research into the American Redditor found that Reddit plays a significant role in consumer decision-making in the US, with 75% of shoppers saying they can have genuine discussions about products and brands to try on the platform.

For brands, that reinforces a wider point: the information influencing an AI-led decision isn’t necessarily coming from a brand’s own website.

Building a credible presence beyond your own channels means considering the publications, platforms and conversations that influence your audience. Our Digital PR services can help build relevant coverage and authority across these external sources, strengthening how a brand is understood online.

Measure how AI search is changing your customer journey

Understanding how AI search is influencing your customer journey is only the starting point. Tracking AI traffic, platform performance, transactions, revenue and visibility helps identify where your strategy needs to evolve.

When it comes to retail, AI search rarely follows a straightforward path to purchase. A shopper might discover a product through ChatGPT, compare alternatives in Google, double check reviews on Reddit and then return directly to a brand’s site to buy. With no framework in place to measure these interactions, it’s easy to underestimate AI’s influence and focus investment in the wrong areas. 

Tracking how AI-driven visitors behave compared to other channels, retailers can identify which products and content are generating engagement, where users are dropping out of the journey, and which AI platforms are contributing most to commercial outcomes. Especially during key retail moments like peak and Black Friday. 

Shape your retail strategy with IDHL

AI search is changing how consumers discover, research and choose products. Download our State of AI Search 2026  report to explore the data and what it means for retail brands.

At IDHL, we help brands respond to these changes with insight-led strategies across SEO, Content, Digital PR, Intelligence and technology. Get in touch with our experts today.