A recent survey shows that half of U.S. holiday shoppers plan to use buy now, pay later (BNPL) services, primarily for better budget control. Gen Z and millennials are the biggest users, with many more willing to make purchases if BNPL is offered. However, some users face financial challenges, with many exceeding their budgets or missing payments.

Pinterest launched an AI tool called Pinterest Assistant that offers personalized shopping recommendations based on users' styles. It uses visual search and real-time conversation to help users discover products they might not know they want. This tool aims to make online shopping feel more intuitive and tailored.

In 2025, Gen Z's shopping habits are heavily influenced by social media, with platforms like TikTok leading their purchasing decisions. Visual content, influencer recommendations, and a focus on financial awareness shape their shopping preferences, necessitating brands to adapt their marketing strategies accordingly.