New Lightspeed research reveals how bargain hunting, late-night shopping and AI are influencing consumer spending decisions
71% of Americans report spending more to secure a deal, with 38% purchasing additional items to qualify for free shipping.
More than 1 in 3 Americans (35%) have made late-night purchases during major sales that they would not have made during the day.
Nearly 1 in 3 Americans (30%) say an AI recommendation has prompted them to make an unplanned purchase.
New research released today by Lightspeed Commerce Inc., the unified omnichannel platform powering ambitious retail, golf, and hospitality businesses in over 100 countries, reveals a growing disconnect between Americans’ intentions to save money and their actual shopping behavior, with many spending more overall to secure discounts and promotional offers.
Consumer interest in Black Friday and Cyber Monday has grown this year, with shopping intentions rising from 48% in 2025 to 59% in 2026. Shoppers expect to spend an average of $430, while taking a value-conscious approach: 54% say economic conditions have made them more deliberate about spending, 51% are actively seeking discounts and 42% have scaled back on non-essential purchases. Views on Black Friday and Cyber Monday deals are mixed, with 29% saying they still offer the best discounts of the year and an equal share saying comparable deals are available year-round.
When saving money means spending more
Interestingly, many Americans report spending more than intended to take advantage of promotional offers. Nearly three-quarters (71%) admit to spending more overall to secure a deal, rising to 84% among 25- to 34-year-olds, compared with 64% of those aged 65 and over. Price reductions can also encourage purchases that were not originally planned. On average, Americans say a discount of 25% is sufficient for them to seriously consider an unplanned purchase.
Free shipping is a significant driver of additional spending. Nearly 4 in 10 (38%) have purchased extra items to qualify for free delivery, while 22% have added unrelated products to reach a spending threshold. Another 22% report replacing products earlier than necessary because they were available at a discount.
Some deals are tempting enough to prompt a purchase before shoppers talk it over at home. Nearly a third (30%) of Americans have bought something without discussing it with their household because the offer seemed too good to pass up, while 21% have concealed a purchase from a partner or household member.
Late-night shopping influences purchasing decisions
More than a third (35%) of Americans report making a late-night purchase during a major sale that they would not have made during the day, suggesting that the timing of promotional offers can influence spending decisions.
The behavior is particularly prevalent among younger consumers. More than half (56%) of 25- to 34-year-olds report making these purchases, compared with 19% of Americans aged 65 and over.
Free shipping or faster delivery (31%), countdowns and time-limited offers (28%), and low-stock warnings (26%) are among the most commonly cited factors influencing late-night purchases.
Personalized offers and social media also play a greater role among younger consumers. Nearly 3 in 10 (29%) 25- to 34-year-olds say personalized offers make them more likely to purchase late at night, compared with 8% of those aged 65 and over. Social-media recommendations influence 23% of younger shoppers, compared with 3% of older Americans.
AI is reshaping consumer purchasing behavior
Artificial intelligence is becoming an increasingly important part of the shopping experience. Four in 10 (40%) Americans have used AI tools such as ChatGPT, Gemini or retailer-integrated shopping assistants during holiday or major sale shopping, rising to 66% among 25- to 34-year-olds, compared with 17% of those aged 65 and over.
While 41% of Americans believe consumers using AI will secure better deals, the technology is also influencing purchases beyond shoppers’ original intentions. Nearly a third (30%) say an AI recommendation has prompted them to buy something they had not planned to purchase.
The generational difference is substantial. More than half (57%) of 25- to 34-year-olds report making an unplanned purchase following an AI recommendation, compared with 10% of Americans aged 65 and over.
AI is also influencing which retailers consumers discover. Previous research from Lightspeed found that AI shopping tools favored major retailers over smaller competitors in 90–94% of head-to-head recommendations. As AI becomes a more established part of the shopping journey, these findings highlight the importance of visibility and discoverability for independent retailers.
“Black Friday continues to attract consumers looking for value, but our research highlights an interesting nuance to how Americans approach discounts,” said Dax Dasilva, Founder and Chief Executive Officer of Lightspeed Commerce. “While shoppers are more deliberate about their spending, promotional offers can still encourage purchases beyond what they originally planned. At the same time, AI is changing how consumers discover products and make purchasing decisions. For retailers, particularly independent businesses, the opportunity lies in delivering genuine value, building customer trust and creating experiences that encourage long-term loyalty.”
