Minty's latest Prompt Watch reveals how holiday shopping is shifting toward gift ideas, brand discovery, and premium retailers as more consumers turn to AI before they buy.
Two weeks ago, shoppers were hunting for dupes. Now they're hunting for the perfect gift.
As the holiday season picks up, the questions shoppers ask AI are changing. Minty's 2026 Holiday Smart Shopper Study found that 54% of consumers plan to use AI for holiday shopping. Now, we're seeing what they're asking.
The latest Minty Prompt Watch, covering October 12–25, 2026, reveals three major shopping trends: gift ideas are taking over, shoppers are exploring options before choosing a brand, and premium retailers are gaining momentum.
Gift ideas take the #1 spot
Gift ideas accounted for 39% of all prompt theme views, up from just 16% in the previous two weeks. That's more than double the share of Dupes (18%), which previously held the top spot.
Mom takes the #1 spot, followed by wives, siblings, dads, kids, and friends. Most family gifting falls within the $50-$150 price range, with shoppers exploring everything from coffee makers and beauty products to toys, electronics, and luxury fashion.
Instead of searching through endless gift guides, shoppers can ask AI for recommendations based on who they're shopping for, their interests, and their budget. For brands, this creates an opportunity to get discovered while shoppers are still deciding what to buy.
Shoppers are asking AI before choosing a brand
Here's another interesting shift: shoppers aren't always starting with a specific retailer or product in mind.
Together, Gifts, Dupes, and Trips accounted for 67% of theme prompts during the reporting period. Meanwhile, prompts without brand names increased 3X, signaling growing interest in exploring options before committing to a particular brand.
Think about the difference between searching for a specific pair of sneakers and asking AI, "What's the best pair of running shoes under $150?"
Beyond gifting, shoppers are using AI to find more affordable alternatives to popular products, particularly in beauty, fashion, and electronics. Holiday-related travel prompts also increased significantly as consumers began planning upcoming trips.
The takeaway? More shopping journeys are beginning with a question, not a brand name.
Premium and beauty brands are gaining momentum
Value remains a major priority for shoppers, but that doesn't necessarily mean they're only looking for the lowest price.
Big Box and value retailers accounted for 40% of retailer-specific prompts, with Amazon and Walmart leading the overall brand rankings.
At the same time, Luxury & Designer and Beauty retailers collectively captured 25% of retailer prompts, up from 15% in the previous two weeks.
Sephora ranked #3 among all brands prompted, followed by Mytheresa at #4, ahead of Costco at #5.
Here's a look at some of the brands shoppers explored across key categories:
Even as value retailers lead, growing interest in luxury and beauty shows shoppers are exploring a wider range of retailers this holiday season.
What this means for brands
The biggest takeaway from this Prompt Watch isn't just that gift shopping is growing. It's when and how shoppers are discovering brands.
As more shoppers turn to AI for recommendations, comparisons, and gift ideas, brands have an opportunity to reach consumers before they've decided where to shop.
That's the idea behind Proactive Commerce: connecting brands with high-intent shoppers earlier in their journey, rather than waiting for them to visit a website.
Want to see more? Explore the full Prompt Watch report for the top 30 brands prompted, category rankings, and more holiday shopping insights.
Before you gift it, prompt it.
Whether you're shopping for Mom, searching for a beauty dupe, or planning a holiday trip, a better shopping experience can start with a better question.
Explore Minty's free PromptToSave™ library for ready-to-use AI shopping prompts that help you find gift ideas, compare products, and shop smarter. With Minty, shoppers can also find available Cashback and coupons on eligible purchases.
Brands looking to reach shoppers earlier in their journey can learn more at business.minty.com
Methodology
Minty's Prompt Watch analyzes first-party data from Minty and its Promp toSave™ generator, covering October 12–25, 2026. Findings are organized by shopping prompt themes, retail categories, and brands. Theme percentages reflect prompt theme views, while retailer rankings are based on shoppers opening retailer-specific prompts.
About Minty
Minty is the AI shopping companion proactively unleashing savings that matter most for smart shoppers, creating more loyalty for the brands they shop.
As the pioneer of Proactive Commerce, Minty reaches hundreds of millions of shoppers and is ranked a top 5 eCommerce tool.