Brits increasingly rely on tech and AI to find presents for hard-to-buy-for loved ones

Brits are using technology to help them shop this Christmas (Picture: IMAGO Images/Cover Images) More than a third of Brits plan to use artificial intelligence to choose presents for loved ones this year, according to new research. Nearly half of Brits (45%) plan to start their Christmas shopping by the end of October, according to a new poll commissioned for PayPal. With many stumped over what to get for those hard-to-buy-for relatives, people are increasingly turning to technology for help. More than one in three (35%) say they’re already using, or planning to use, AI to help tackle their festive shopping. Beyond that, more than half are turning to tech in some way to help out with their gifts, with 52% going online to compare prices and 51% using the internet to research products. Nearly two in five (39%) say they would use AI for personalised prezzie recommendations, and the same number (39%) would use it to identify this year’s must-have items. Shoppers are turning to AI to help with gift ideas (Picture: IMAGO Images/Cover Images) Tech has also made us a nation of early shoppers, meaning the Christmas Eve dash around the shops may be a thing of the past. By the time Black Friday arrives on November 27, almost two-thirds (61%) of consumers expect to have already begun ticking items off their Christmas lists. Women are leading the early shopping charge, with 53% planning to start by the end of October, compared with 35% of men. But regardless of gender, all shoppers are becoming more cost savvy. More than one in four (28%) plan to use loyalty points or rewards schemes to help fund their festive purchases, while 11% expect to use flexible payment options, such as delayed PayPal payment plans to better manage spending. Dave Jones, Head of UK Consumer at PayPal, said: ‘The festive shopping season is no longer a sprint in December, for many consumers it’s already well underway by the autumn. That combined with the headwinds Brits are facing this festive season, it’s no surprise that many are already thinking ahead to Christmas as soon as festive products begin appearing on shelves.’ Brits are increasingly using loyalty points and rewards schemes to stay savvy with their shopping (Picture: IMAGO Images/Cover Images) The ability to spread the cost is an important part of Christmas shopping, with one in three consumers (33%) having already used, or planning to use, Buy Now, Pay Later this festive season. The trend is particularly strong among younger shoppers, with half (50%) of 18 to 34-year-olds turning to payment plans as they seek greater control, convenience and confidence over how they pay. Dave went on to say the early start of the festive shopping season may well be a product of consumers adapting to market conditions and planning ahead to get the best deal for them. ‘British shoppers are among the most resourceful and adaptable, embracing new ways to make their lives easier, whether that’s starting their shopping earlier, adding some flexibility by spreading costs over time, or using AI to compare deals and take some of the stress out of Christmas and gift buying.’ Arrow MORE: Greggs unveils Christmas menu 2026 — including return of ‘elite’ discontinued item Arrow MORE: A ‘dystopian’ AI bodyguard is here to keep women safe — and it’s always watching Arrow MORE: Tech boss says being evil is ‘actually good’ with bizarre car analogy News Updates Stay on top of the headlines with daily email updates.