Smart Spending, Price Awareness and AI Shaping Irish Christmas Shopping Habits – EY Ireland Consumer Pulse

• Over half (51%) of Irish adults plan to mix branded favourites with own-brand products this Christmas, with 30% primarily opting for lower cost alternatives.
• Seven in ten (71%) say they will complete most of their festive shopping in-store.
• One-in-three 18–34-year-olds using AI tools to help with Christmas shopping, compared to just one in 20 (5%) of over 55s.
• Four in ten (43%) say they are feeling financially worse off compared to 12 months ago while almost six in ten (57%) the same or better.
• Seven in ten (70%) report noticing price changes they associate with trade disruptions and tariffs.

Irish households are approaching Christmas shopping with a focus on value for money and more careful and considered spending, all while keeping festive traditions alive, according to the latest EY Ireland Consumer Pulse 2025. Digital tools such as AI Chatbots are playing an increasing role, especially for younger age cohorts, however Irish shoppers still expect to undertake most of their shopping in-store.

The research, based on a nationally representative survey of 1,032 adults, finds that as the festive season gets underway, Irish consumers are prioritising value for money and practical choices. Premium and branded products are no longer seen as an absolute necessity at Christmas, and spending wisely has become a practical necessity and aspirational, according to the EY Ireland Consumer Pulse, with more than half of adults (51%) planning to incorporate lower cost or own brand products into their Christmas shopping. Financial pressure remains a reality for many Irish shoppers, with 43% reporting feeling financially worse off compared to last year and one in three respondents stated they will be opting for lower cost alternatives across the board this year. Interestingly, a noticeable majority of Irish consumers (70%) say they have noticed the impact of trade disruptions and tariffs in the price of goods for sale.

Where and how decisions happen

In spite of the continued growth of online retail, physical stores remain at the heart of Ireland’s Christmas shopping experience. Seven in ten Irish consumers (71%) say they will complete the majority of their festive purchases in-store, valuing the reassurance of seeing products first-hand and the sense of tradition that comes with shopping in person.

While the act of purchasing Christmas food and gifts is still rooted in bricks and mortar retail, younger consumers are turning to AI tools to help them with planning and budgeting.

Findings from the EY Consumer Pulse show one in three (33%) adults aged 18 to 34 are using AI tools (for example ChatGPT, Google Gemini and retail chatbots) for gift ideas, budgeting, product discovery and shopping itself. This contrasts sharply with the 55+ age group, where only 5% report using AI to support their Christmas shopping.

Colette Devey, EY Ireland Partner and Consumer Products and Retail Sector Lead, said: “As the festive season approaches, Irish shoppers say they are planning early, using digital tools and prioritising value. While many households continue to have Christmas traditions built around much-loved brands, choosing lower cost alternatives or incorporating own-brand products is no longer seen as a compromise, it’s often a sign of savvy decision-making.

The interplay between digital planning and physical shopping is increasingly shaping a more connected retail experience. Gen Z and Millennial shoppers are turning to AI tools to plan, budget and discover gifts, a trend we expect to continue as these transformative technologies become more common across generations. However, this does not seem to be coming at the expense of in-store shopping, which continues to hold an important place for Irish households especially at this time of year. It is the retailers who connect these worlds, offering a seamless link between digital research and an engaging in-store experience will turn convenience into certainty.”

Trust and transparency shape credibility in a volatile environment

According to the report findings, seven in ten (70%) adults say they have noticed price changes that they associate with trade disruption and tariffs, particularly in food related groceries and household goods where small trade movements are quickly felt. This in turn is leading to consumers looking for transparency and consistency from retailers this festive season. While volatility is expected, shoppers want reassurance that businesses are managing these challenges responsibly. Many retailers are already responding by sourcing locally where feasible and building flexibility into operations. The research shows that when these actions are communicated to customers clearly price changes feel less arbitrary and trust in the retailer strengthens.

Simon MacAllister, EY Ireland Agri-Food Sector Lead and Co-Head of EY Ireland Geopolitical Strategy, noted, “Trade disruptions are now an ongoing feature of the operating environment for every business, but retailers are not powerless. The most resilient businesses are actively de-risking their supply chains by sourcing closer to home, building regional partnerships, reducing single-country exposure and creating flexibility in how and where products are produced. If retailers can communicate these actions clearly to customers, it can help build confidence that price changes are being managed with intention rather than being quickly passed on without scrutiny.”

Looking ahead to early 2026

As 2025 draws to a close, Irish households are setting realistic expectations for the year ahead. While financial confidence is cautious for 2026, with half of all respondents (50%) expecting their current financial position to remain the same, consumers look to be focusing on more careful and considered spending rather than cutting back. The consumer outlook for the new year is reflective of traditional post-Christmas trends, with people looking to make savings on general spending (29%) and prioritise allocating finances to areas such as improving their overall health and fitness (30%), and planning for future trips or experiences (16%).

Colette Devey, EY Ireland Partner and Consumer Products and Retail Sector Lead, added: “As consumers look beyond Christmas and into the new year it’s no surprise that getting healthier and saving are top of the agenda for many. However, it’s interesting to note that twice as many 18-34 years olds are already planning a ‘wardrobe refresh’ in the January sales compared to the overall average (10% vs 5%), showing that savvy shopping habits are firmly embedded in younger age cohorts”.

ENDS

About the survey

The EY Consumer Pulse 2025 is based on an online survey of 1,032 nationally representative adults in Ireland, conducted in November 2025.

About EY

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