by Lori Zumwinkle
The holiday season is fast approaching and, while it may be a time of joy and celebration, beneath the surface lies increasing pressure as consumers go in search of the perfect gift.
According to the first of two holiday shopping surveys Accenture is conducting, more than eight in 10 (84%) consumers report that purchasing holiday gifts can be so overwhelming and frustrating they walk away from purchases entirely as a result.
Accenture’s findings indicate that the 2025 holiday shopping season could see the issue worsen. Three-quarters of consumers report feeling stressed about making the right holiday gift decision, while a similar number (73%) worry they’ll regret their choice later. And 82% feel overwhelmed by advertising and 77% struggle with too many options.
From abundance to curation
For decades, retailers focused on offering a wide range of choice but, in doing so, they may have created decision complexity for consumers. The answer doesn’t lie in removing choice and options, instead retailers need to evolve from presenters of options to curators of solutions.
Noli, a L’Oréal Groupe-backed start-up, decodes individual beauty profiles and delivers customized recommendations — transforming choice overwhelm into confident selection.
Ralph Lauren’s Ask Ralph takes a similar approach, using AI-enabled conversation to create personalized styling experiences.
’Tis the season for tech to shine
This is where generative AI (Gen AI) canassist, by helping to process extensive information quickly and surfacing what’s most relevant.
Physical retail’s advantage
Digital solutions alone won’t solve shopper stress. With 45% of consumers planning store visits to assess products firsthand, physical retail has a strategic advantage in converting purchase hesitation into confident selection.
The opportunity lies in positioning stores as experiential destinations where complex online decisions transform into guided discovery. This means empowering retail associates with AI-powered tools for comprehensive product knowledge, inventory information and customer preferences — enabling every interaction to become personalized consultation..
The power of curation and recommendation
Success in this environment requires embracing a curatorial approach to retail — one that prioritizes smart recommendations over choice proliferation. Whether through improved product descriptions, AI-enhanced personalization or empowered store associates, the goal remains consistent: fewer, more relevant recommendations linked to ready-to-purchase inventory.
Retailers who master this transition stand to transform seasonal stress into sustained loyalty. The question isn’t whether consumers will experience shopping complexity — it’s how retailers choose to help them navigate it.
Lori Zumwinkle is senior managing director for retail at Accenture.
