Brits are using AI to find lower prices

The increasing use of AI by consumers was one of the key themes of 2025 and looks set to grow further in 2026.

This is according to KPMG UK’s latest Consumer Pulse survey, which asked 3000 UK consumers about their spending in Q4 2025 and their intentions for Q1 2026 and beyond.

A fifth (19%) of consumers say they will use AI to track prices, and also product search, making these the two AI uses they are most open to engaging with when shopping in 2026. There are also signs of growth for social commerce, with one in ten (10%) consumers saying they will use social media more to discover new products or services than in 2025.

The circular economy also looks set for a boost, with a fifth of consumers (21%) saying they are likely to buy more second-hand goods in 2026 than last year – rising to a third (31%) among 18- to 24-year-olds.

“The growth of AI searching and social commerce looks set to continue in 2026, with consumers, particularly of younger age groups, becoming accustomed to finding products this way and businesses having to adapt their respective marketing strategies,” said Linda Ellett (Head of Consumer, Retail and Leisure for KPMG UK).

“Pre-loved purchasing will also remain popular, and retailers will have to continue to consider their involvement in the circular economy and the potential hit to new clothing and footwear sales,” she said.

42% of consumers say they will buy no big-ticket items in the first quarter of 2026. Among those planning to spend, putting money toward a holiday is the most common (25%) plan – and is also the thing that consumers would be most likely to put their money toward if they had more discretionary spending power during 2026.

But there are indications of other Q1 spending plans, including on: