A new shopper study released by Montréal-based XCCommerce, in partnership with SmartBrief, suggests that artificial intelligence is rapidly changing how consumers search for savings, with more than 70% of respondents either using or exploring AI tools to find better deals.
The 2026 Shopper Study: How Promotions and Incentives Influence Choice surveyed more than 300 NRF SmartBrief readers in December 2025. The research highlights rising expectations around personalization, consistency, and value, while underscoring the growing role of AI in the deal-seeking process.
According to the study, shoppers increasingly define a good deal as a balance between quality and price, rather than the lowest possible cost alone.
Personalization and Value Drive Loyalty
The research indicates that personalization has become a core expectation. Seventy-five percent of respondents said it is important that offers feel tailored to their needs. At the same time, 83% said valuable savings or rewards are what keep them loyal to a retailer.
The study also found that nearly half of shoppers buy more than planned or try new brands when redeeming an offer. This suggests that well-designed promotions can influence purchasing behaviour beyond initial intent.
Data from the report shows that consumers define a good deal primarily in terms of overall value. About 80% said best overall value for quality matters most, compared with roughly 58% who prioritize the lowest possible price.
Consistency Across Channels Is Critical
The findings point to a strong demand for seamless promotions across channels. Half of respondents said they do not care where they receive offers, whether in-store, online, or on mobile, as long as the promotions work consistently everywhere.
At the same time, 60% of consumers said they would abandon a retailer entirely if they encountered inconsistent pricing across channels. This underscores the operational pressure on retailers to maintain unified promotional strategies.
The study also highlighted where shoppers are most likely to notice offers. Nearly 40% said they engage with promotions through email or text messages, while 23% cited online ads or social media.
AI Becomes a Deal-Seeking Tool
The role of AI in retail discovery is expanding. The report found that more than seven in ten consumers are either leveraging or exploring AI to uncover better deals, with a third already using AI tools to help them find savings.
The study also revealed that a quarter of shoppers plan their purchases around major promotional events such as Amazon Prime Day or Walmart Deal Days, suggesting that consumers are increasingly strategic in their buying behaviour.
“Indisputably, shoppers are changing how they engage with promotions, looking to ChatGPT and open-sourced AI tools to accelerate the search,” said Danny Rosenoff, CEO, XCCommerce. “However, more than anything, our research is clear that consumers aren’t looking for more promotions; rather, personalized and consistent incentives wherever and however they shop.”
Implications for Retailers
The research indicates that retailers may need to rethink promotional strategies as AI deal-seeking shoppers become more sophisticated. The report suggests that simple, upfront discounts remain the most effective way to drive immediate purchases, while loyalty programs that offer tangible rewards and easy redemption help build long-term relationships.
It also notes that more than half of consumers are willing to share data if it leads to a better shopping experience, signalling an opportunity for retailers to personalize offers while maintaining transparency and control for shoppers.
XCCommerce positions its unified incentives engine as a solution to these challenges, enabling retailers to execute promotions consistently across channels. The company says its platform can increase promotional return on investment by up to 15% and improve operational efficiency by more than 75%.
As AI deal-seeking shoppers continue to reshape how promotions are discovered and evaluated, the study suggests that retailers will need to focus less on the volume of discounts and more on delivering personalized, consistent, and high-value incentives across every touchpoint.
