Enterprise AI in Numbers · AI search (GEO/AEO) · Agentic commerce
Growth in AI-referred holiday traffic to US retail sites
693.4%
693.4% as of 2025 holiday season, according to Adobe Digital Insights, holiday shopping season report. Year-over-year growth in visits to US retail websites from shoppers clicking a link in a generative AI tool (chat assistants and AI browsers) during the November–December holiday season, as reported by Adobe.
What it means for leaders
AI assistants have become a fast-growing source of shoppers, though still small next to search and email. Make product pages readable and accurate for AI assistants, and track AI-referred visits and their conversion as a separate channel.
What would change the reading: Growth slowing as the base gets larger, and the conversion of AI-referred visits against other channels.
Every reading
| Date | Value | Change | Source |
|---|---|---|---|
| 693.4% | — | Source |
Definition and method
- What it measures
- Year-over-year growth in visits to US retail websites from shoppers clicking a link in a generative AI tool (chat assistants and AI browsers) during the November–December holiday season, as reported by Adobe.
- Population
- Visits to US retail websites measured by Adobe Analytics
- Updated
- Annual (holiday report, January)
- Source
- Adobe Digital Insights, holiday shopping season report · Quoted with attribution
Caveats
- Adobe measures the retail sites that use its analytics; the panel is large but not the whole market.
- Growth starts from a small base, so large percentages mean modest absolute traffic.
Cite this
Enterprise AI in Numbers, "Growth in AI-referred holiday traffic to US retail sites", https://lucianoayres.com/ai-brief/data/ai-holiday-retail-traffic-growth/, retrieved October 25, 2026. Data: Adobe Digital Insights, holiday shopping season report.