June 18, 2025
They say trust is earned and not bought. This is especially true for holiday shopping, involving emotions and monetary value.
In our recent Holiday Consumer Shopping Report 2025, we found that the percentage of shoppers checking reviews for authenticity has increased from 40% to 50% in just one year, leading to a sharp decline in the number of shoppers who skip the step.
Scrutiny and skepticism around user-generated content (UGC), from ratings and reviews to photos, videos and creator content, will shape holiday shopping behavior in 2025. What matters is social proof and authenticity, not the volume of content that works.
Let’s dive into the top five insights into how providing genuine shoppable content can increase your holiday sales.
1. Shoppers are vetting product reviews more than ever
At least 52% of holiday shoppers always look at reviews before purchasing. Nearly half of shoppers (48%) hold inhibitions about buying holiday gifts without reviews. They say it depends on the brand or product.
As the rise of AI-generated content has infiltrated the internet, it’s getting harder to spot the real thing. Hence, more and more shoppers are looking for authenticity in their product reviews.
Example: ghd partner with Bazaarvoice for breakthrough innovation launch
ghd wanted to launch their flagship product, the ghd Duet Style Hot Air Styler. For that, they needed content and insights to fine-tune their marketing message. Also, they needed to maintain momentum and boat sales with fresh content post-launch.
Implementing the Bazaarvoice sampling program, ghd collected 229 reviews pre-launch with an average rating of 4.7 stars out of 5. 96% of reviews were above four stars, and 87% stated they would recommend it to a friend. The buzz was also maintained post-launch through social media activation.
This has been the biggest launch that we’ve ever had. It’s been a huge success, and we’ve learned a lot. As we plan future launches, we’ll take those best practices, the testing that we’ve done, and how we’ve worked with Bazaarvoice into those next launches to make them successful, as well.
– Olivia Winter, Global Senior E-commerce Product and Content Manager, ghd
2. Demand for review authenticity is at an all-time high
To determine the genuineness of a product review, 50% of holiday shoppers have been looking into both negative and positive reviews. More than two-fifths (42%) of shoppers examine whether the reviews look like humans wrote them.
In just a year, a 16-point dip in holiday shoppers not performing any checking from 30% (2024) to 14% (2025) indicates an overall increase in skepticism around AI-generated product reviews. 41% of holiday shoppers read negative reviews but still consider buying. Meanwhile, 11% say negative reviews don’t impact their decision.
Reviews are no longer just about product credibility – they’re conversion tools. As we know, brands and retailers struggle with the entire process of collecting, managing, and effectively showcasing product reviews. There’s a solution for all of it under one roof with Bazaarvoice Vibe. It can help fuel your ratings & reviews strategy with sampling, SoCo amplification, and creator-led content that builds instant confidence.
Interestingly, at least 26% of holiday shoppers prefer looking for a third-party authentication symbol, like a trustmark. Just like the Bazaarvoice Intelligent Trust Mark, a better and improved version of the existing Trust Mark. Look at this session on authenticity and how to win in the trillion-dollar commerce era with our Intelligent Trust Mark.
3. Shoppers are wary of AI-generated content
Holiday shoppers are concerned about the authenticity of AI-generated content. Overall, AI content has a net negative impact on shoppers’ purchase intent. About 38% of holiday shoppers are less likely to purchase from brands using AI-generated content, while only 20% are more likely.
This holiday season, shoppers seek genuine reviews, meaning they should discuss the negatives and positives. 29% of holiday shoppers say AI-written product reviews create the most concern during holiday shopping.
4. Risk of AI content backlash
Talking about AI content backlash, negative reviews also pose a high risk to holiday sales. Nearly one-third (32%) of holiday shoppers believe context matters regarding AI-generated content.
Example: The Holiday Magic is coming
Coca-Cola’s “Holiday Magic is Coming” ad launched for the 2024 holiday season. It reimagined their iconic 1995 “Holidays Are Coming” commercial using cutting-edge AI technology.
Its intent was to blend tradition with innovation, leverage AI for efficiency and rapid customization for global markets, and push creative boundaries while evoking the familiar festive spirit associated with the brand.
Unfortunately, due to its heavy reliance on AI generation, the visual elements looked too airbrushed, while the characters and landscapes did not feel genuine. Coca-Cola faced significant backlash for its “Holiday Magic is Coming 2024” advertisement.
5. AI content can deter purchase intent
Can AI evoke the authentic holiday spirit? Over half of the holiday shoppers (55%) believe AI can authentically capture the holiday spirit to some extent, while 35% believe it cannot do it at all.
When catering to holiday shoppers, you have to consider their intent. AI-generated content has a net negative impact on the purchasing experience. 38% of shoppers are less likely to purchase from brands if AI-generated content is involved.
There’s also significant resistance, as 16% of holiday shoppers are “significantly less likely” to purchase compared to 7% who are “significantly more likely to purchase”.
Conclusion
Rising AI-generated content means authenticity detection is becoming the norm, as 40% of holiday shoppers believe AI cannot have a genuine touch.
But that does not mean there’s no hope. The insights shared above allow you to make better decisions and choices to tackle disingenuous content. This is not about fighting AI-generated content; it’s about using it to your advantage and generating more sales efficiently.
Trust drives sales, and authentic content helps build that trust.
Read our complete Holiday Consumer Shopping Report 2025 to learn more about how this holiday season is shaping up and what shoppers seek.
