Irish shoppers prioritise value this Christmas, mixing brands with own-label and using AI tools for planning, while in-store shopping remains dominant.
Irish households are entering the Christmas period with a sharper focus on value and practical spending, according to EY Ireland’s latest Consumer Pulse survey.
While festive traditions remain central, consumers are increasingly mixing branded favourites with own-label products and using digital tools to plan their purchases.
“Gen Z and Millennial shoppers are turning to AI tools to plan, budget and discover gifts, a trend we expect to continue as these technologies become more common across generations”
The survey of 1,032 adults found that more than half of respondents intend to combine branded goods with lower-cost alternatives, and nearly a third will primarily opt for own-brand products. Financial caution is evident, with 43% saying they feel worse off than a year ago, although 57% report their position is unchanged or improved.
Physical still trumps digital
Despite the growth of online retail, physical stores continue to dominate the Christmas shopping experience. Seventy-one percent of respondents said they will complete most of their festive purchases in-store, citing the reassurance of seeing products first-hand and the tradition of shopping in person.
Digital tools are playing a growing role in planning and budgeting, particularly among younger consumers.
One in three adults aged 18 to 34 are using AI platforms such as ChatGPT and retail chatbots for gift ideas and budgeting, compared with just 5% of those over 55.
“Gen Z and Millennial shoppers are turning to AI tools to plan, budget and discover gifts, a trend we expect to continue as these technologies become more common across generations,” said Colette Devey, EY Ireland Partner and Consumer Products and Retail Sector Lead.
Price sensitivity is heightened by global trade dynamics. Seventy% of respondents said they have noticed price changes linked to trade disruptions and tariffs, particularly in food and household goods.
“Trade disruptions are now an ongoing feature of the operating environment for every business, but retailers are not powerless,” said Simon MacAllister, EY Ireland Agri-Food Sector Lead. He noted that resilient businesses are sourcing closer to home and building flexibility into supply chains to manage volatility.
Looking ahead to 2026, consumers expect to maintain cautious spending habits rather than cut back entirely. Half of respondents anticipate their financial position will remain stable, with priorities shifting towards health, fitness and savings.
Younger shoppers are also planning discretionary purchases, with twice as many 18- to 34-year-olds intending to refresh their wardrobes in January sales compared with the overall average.
Devey added: “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.”
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