Observed Signal · Jun 1, 2026 · Market Research · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Neutral
Shoppers Decide Before Visiting Brand Websites
Minty survey data and analysis argue that most purchase decision-making now happens before consumers reach brand websites — inside savings apps, deal aggregators and AI tools. The research (nationally representative of U.S. adults, 97% confidence) shows high rates of advance planning and use of digital savings tools: 65% say planning is instrumental to saving, nine-in-ten use savings tools, 60% prioritize value over brand loyalty, and 82% would engage with a browser-extension pop-up offer. The article recommends brands pursue visibility earlier in the journey via cashback/rewards integrations, structured content for AI discoverability, third-party editorial presence, and new metrics like “Share of Model” to measure presence in AI-generated answers.
Provides survey-backed evidence that consumer research and value comparison now occur earlier across savings apps, deal aggregators and AI tools — a shift that affects media planning, measurement and the need for new metrics (e.g., Share of Model) to capture AI-era visibility.
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Key Takeaways & Evidence Grounding
- Minty conducted national consumer research representative of U.S. adults with a reported 97% confidence level.
- 65% of respondents say advance planning is instrumental to their ability to save.
- Nine in ten shoppers (≈90%) say they use digital savings tools; 60% describe their shopping style as focused on finding the best value.
- 82% of shoppers say they would engage with a pop-up offer from a browser extension.
- Article introduces the metric “Share of Model” to measure how often a brand appears in AI-generated answers to shopper queries.
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Shoppers Plan Purchases — Discounts Alone Aren't Enough
A representative IFH Media Analytics and Media Central study of 1,000 German consumers finds only 12% of purchases are spontaneous while 59% of shoppers plan purchases and compare offers before deciding. The research maps digital channels across the customer journey and shows retailer apps (58%) and prospekt/flyer apps (61%) are key channels for price and offer research; retailer apps are important for planning for 49% of respondents. Video ads (53%), influencers (52%) and social ads (50%) are major discovery drivers. Experts (Jan Michael Rasimus, DHBW Karlsruhe) note that major sales events like Prime Day start psychologically with deal expectations and that consumers increasingly use price-tracking tools (Idealo, Keepa) and AI tools, making shopping and platform-side targeting more data-driven.
Retail brands risk optimizing the wrong thing
Sponsored by Rezolve Ai, the article argues that retail brands focused on optimizing experiences only on their own websites risk being excluded from purchase decisions now increasingly shaped by AI platforms. It cites the Salesforce Connected Shoppers Report showing brand-site journey starts fell from 82% in 2014 to 38% in 2024, Bain research on widespread reliance on zero-click results, and a January 2025 Rezolve Ai–commissioned survey by Method Research. The piece says brands must audit and restructure product and content data (beyond traditional SEO) to be legible to AI answer engines, and advertises Rezolve Ai’s AEO Discovery Review service to assess AI visibility gaps.
Two‑thirds of Holiday Shoppers Use AI
A survey by marketing firm Attentive of 600 U.S. consumers found that 67% of shoppers used AI tools in the past three months to help manage purchases this holiday season, with usage rising to 80% among Gen Z. The report also found that 71% plan to start holiday shopping before Black Friday and 84% expect Black Friday/Cyber Monday deals to begin ahead of the day. Shoppers use AI to ask about products, compare options, get recommendations and find deals. Respondents prioritized incentives such as free shipping, gifts with purchase, price-match guarantees and loyalty perks when making buying decisions.
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