"Each of our four annual consumer surveys have revealed meaningful trends as consumers navigated the pandemic, inflation and now the rise of AI. What's consistent is a growing reliance on rewards and loyalty," said Jordan Glazier, CEO of Wildfire Systems. "We're currently seeing AI shopping tools gain rapid adoption, and rewards continue to play a central role, with 75% of shoppers saying that cashback or bonuses would increase their trust and use of these tools."
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GLOLatest shopping trends survey by Wildfire Systems finds that more than one-third of AI users use it for online shopping; 20% are very comfortable letting AI shop for them
Wildfire Systems, an innovative financial technology platform that powers loyalty and reward programs and shopping companions, today released their 2025 consumer trends report, “The AI Shopping Shift.” The report highlights how economic uncertainty – and advancements in AI-driven shopping – along with agentic commerce are transforming customer behavior.
Wildfire partnered with research firm Big Village for its survey of 1,000 U.S. consumers aged 18+ in July 2025 to analyze both the consumer spending habits, along with the tools and tactics they use to maximize savings, including agentic commerce.
The 2025 survey found that consumers are hunting for value more than ever before. In fact, deal-hunting has become central to 2025’s value-driven shopping strategies. The survey’s findings of today’s more methodical approach to shopping reflects growing caution amid persistent inflation; consumer sentiment recently dipped 5% in July 2025, the first decline in four months, according to the University of Michigan.
“Each of our four annual consumer surveys have revealed meaningful trends as consumers navigated the pandemic, inflation and now the rise of AI. What’s consistent is a growing reliance on rewards and loyalty,” said Jordan Glazier, CEO of Wildfire Systems. “We’re currently seeing AI shopping tools gain rapid adoption, and rewards continue to play a central role, with 75% of shoppers saying that cashback or bonuses would increase their trust and use of these tools.”
The report’s key takeaways include:
High prices and diminished purchasing power top worries for consumers
- 78% are “extremely” or “very concerned” about high grocery prices
- 72% are concerned about high prices on non-food consumer goods
- 67% worry about the impact of inflation on future spending power
- 53% are concerned about tariffs
- 66% reduced spending in clothing and accessories, 64% in electronics and appliances, and 63% in entertainment and media
Shoppers have become more strategic, with value-hunting the new normal
- 83% plan purchases carefully and do more comparison shopping
- 81% wait for promotional discounts or sales, up from 79% last year
- 78% are more interested than ever in cashback rewards and digital coupons
- 51% “Almost Always or Often” apply digital coupons or promo codes, and 48% earn cashback rewards
The AI commerce era is here: GenAI tools like ChatGPT are reaching mass adoption, no longer just hype
- 61% of respondents have used AI tools such as ChatGPT, Perplexity, and Gemini, nearly triple the amount of respondents who used AI tools in 2024
- Of AI users, 35% use AI “Almost Always” or “Often” for online shopping: mainly for price comparisons (54%) and finding deals (41%)
Cashback, rewards, and deals would increase trust and use of AI for shopping
- 75% said they would trust AI recommendations more if they received cashback or a bonus for purchases suggested by the tool
- 86% cited money-saving benefits as a reason to use an AI shopping agent, including “getting better deals” (46%) and “maximizing value” via coupons or rewards (40%)
Consumer adoption of agentic commerce depends on clear financial benefit and time-saving convenience
- 20% are “very comfortable” letting an AI agent find products, confirm prices, and place orders for everyday purchases
- Concerns around AI agents include data privacy (49%), unwanted subscriptions (44%), overspending (41%), and incorrect product selection (38%)
- Consumers are willing to share low-stakes personal information with agents, like clothing/shoe size (43%), preferred brands (40%), and purchase history (33%) to enhance personalization – resulting in better agent/user alignment
- Time-saving is also important: 34% said saving time would encourage agent use, 27% cited research efficiency, and 25% cited faster checkout
The 2025 Consumer Shopping Trends Report is now available here.
About Wildfire Systems, Inc.
Wildfire, founded in 2017 in San Diego, powers white-label shopping rewards and loyalty programs for financial services and technology brands. Its platform rewards consumers with cashback, coupons, and other benefits, driving sales for 50,000+ merchant programs in over 50 countries. Wildfire’s AI platform, RevenueEngine, monetizes product and brand mentions within content. Ranked among the top 100 fastest-growing companies in the Inc. 5000 in 2023 and 2024, and 2025. Learn more at wildfire-corp.com.
SOURCE Wildfire Systems
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