Visa is sketching a new portrait of the American holiday season, one defined by AI, crypto curiosity and an anxious public bracing for a wave of online scams.
In a new nationwide survey, the payments giant says 47% of Americans are already using artificial intelligence to shop, compare prices or hunt for gifts, while younger generations are looking to surprise their loved ones during the holidays with crypto.
Says Bruce Cundiff, vice president, Consumer Insights at Visa,
“The data tells a fascinating story about the spending shift we’re witnessing: shoppers are embracing AI and digital tools at a remarkable speed, with nearly half of Americans now using AI to enhance their shopping experience. From AI-powered gift discovery to cryptocurrency as a legitimate gift option, we’re seeing Gen Z and younger millennials lead a fundamental reimagining of commerce.”
According to Visa, 28% of shoppers would be excited to receive crypto as a gift. Zooming in, the figure explodes to 45% for Gen Z.
Turning to AI, Visa says respondents rank ‘finding gift ideas’ as the number one use of AI, while price comparison is the most compelling application of AI agents.
But as shoppers integrate AI into their routines, Visa finds that 61% prefer human interaction for customer service and 60% want to better understand how AI tools use their personal data. Meanwhile, 66% of American shoppers are worried that friends or family members could fall prey to online scammers this season. Visa notes that 39% have encountered a scam in the last 12 months.
For the study, Morning Consult conducted the survey on behalf of Visa, polling a sample of 1,000 US adults between October 14 and October 16, 2025.
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