Artificial intelligence selects gifts. A new trend in Christmas shopping

77 percent consumers buy gifts online, of which 34 percent they do it only online, and 43 percent hybrid – according to the study “Digital Christmas in the era of Zero Trust”. Most often, Poles buy cosmetics and perfumes, sweets, toys, games and clothes as gifts.

What do we buy most often?

When asked what they buy as a gift, participants of the study commissioned by DXC Technology and BLIK most often indicated cosmetics and perfumes (54%), sweets (39%), toys and games (34%), and clothes and accessories (34%). On average, people buying gifts give gifts to almost 5 people and most often spend from PLN 1,001 to PLN 2,000 (28%). 27% spend between PLN 501 and PLN 1,000, and 26% does not exceed PLN 300. 21% are in the range of PLN 301-500.

“The data shows that during the holiday season, Poles are eager to use well-known payment methods, choosing them depending on the situation, the value of purchases and the channel in which they finalize the transaction. The most frequently chosen form of payment remains BLIK, used by 65 percent of online gift buyers,” noted the authors of the study. Next are payment cards (41%) and quick online transfers, used by every fifth buyer.

The authors of the study pointed out that we cannot forget about the growing risk online, because almost 1/4 of Poles have fallen victim to online fraud, and almost 70 percent declares concerns about transaction security.

“The human factor is always at the center of the entire security system – both on the part of financial institutions and the customers themselves. The most important element of protection is consistent compliance with the principle of limited trust in unknown sources and unverified messages,” warns Agnieszka Wachnicka, vice-president of the Polish Bank Association, quoted in the study. In her opinion, the greater awareness of threats and the ability to critically evaluate information, the more effectively payment fraud, manipulation and disinformation can be counteracted.

AI does our shopping

The study also shows that 14 percent used AI tools when shopping for Christmas gifts, and another 25 percent he plans to do it this season. The young generation remains the most digitally advanced – 67%. Generation Z already declares the use or intention to use AI when purchasing this year's Christmas gifts. Users value artificial intelligence primarily for making it easier to compare offers (26%), saving time (22%) and helping them avoid fraud (19%).

The study was carried out by the research company 4P on behalf of DXC Technology Polska on a sample of 1,013 Poles aged 18-70.

BLIK is a Polish mobile payment system. Polski Standard Płatności, whose shareholders are Alior Bank, Bank Millennium, Santander Bank Polska, ING Bank Śląski, mBank, PKO Bank Polski and Mastercard, is responsible for the development of the system. Last year, 2.4 billion transactions were made using the system, worth over PLN 347.3 billion. In the third quarter of 2025, nearly 744 million transactions worth PLN 112.3 billion were completed. This is an increase of 19%. in terms of the number of transactions and by 26 percent. in terms of their value compared to the same period last year.

DXC Technology (NYSE: DXC) provides artificial intelligence software, services and solutions. (PAP)

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