Bazaarvoice has published research showing that consumers are taking longer to make purchase decisions despite earlier summer sales. The findings suggest that promotions designed to create urgency are not changing how many shoppers decide what to buy.
The company's 20th Shopper Experience Index found that 97% of consumers consult multiple sources before buying. Among those surveyed, 60% said they need to check two or three sources before feeling confident enough to purchase, while 37% consult four or more.
The data points to a consumer mood shaped less by promotional timing than by caution over value and trust. Shoppers are prioritising reassurance and independent validation over speed and impulse, even as retailers bring major sales events forward in a crowded summer trading period.
Amazon's decision to move Prime Day to late June has sharpened attention on whether earlier discounting can unlock demand. Bazaarvoice's research suggests it cannot do so on its own, with many shoppers still researching products in depth before committing to a purchase.
Unexpected costs remain a barrier at checkout. The survey found that 49% of respondents had abandoned a purchase because of shipping charges, suggesting that headline discounts can still unravel at the final stage of a transaction.
Another 43% described themselves as thrifty buyers who actively hunt for value during major sale events. That points to a consumer who may engage with promotions but does not necessarily respond with immediate spending.
Research habits
Consumers are using a wide mix of sources as they move from discovery to purchase. Bazaarvoice found that shoppers often begin with social content or creators, then move to search engines and user reviews to test claims and look for product weaknesses.
Influencer content still plays a role in attracting attention. The survey found that 48% of shoppers identify as an "Influencer's Best Friend" during the discovery phase, yet 38% said they turn straight to search engines during research, often opening multiple tabs and looking specifically for one-star reviews and negative feedback.
That pattern suggests social media may drive interest without closing the sale. User reviews and independent sources instead appear to carry greater weight when buyers decide whether an item offers enough value and reliability.
Jo Callahan, Head of Client Strategy and Insights at Bazaarvoice, said this change in shopper behaviour extends to products discovered through artificial intelligence tools as well as conventional online channels.
"Whether they're discovering products through AI search tools, content creators, or traditional search, shoppers are increasingly looking for independent validation before making a decision," said Callahan.
"However, authentic user-generated content isn't just necessary to convert a human shopper in their research deep dives, it's the fuel that AI search utilizes to recommend your product in the first place. As validated by research from the Harvard Business Review, AI search engines generate their recommendations by deeply analyzing independent ratings and sentiment. To drive both discovery and conversion, brands must feed the AI search engines and human researchers the authentic validation they demand," said Callahan.
AI caution
The findings also point to limits on consumer enthusiasm for automated shopping. While retailers and technology groups are investing heavily in AI-led commerce tools, respondents showed a clear preference for assistance rather than autonomy.
A third of shoppers said they want a completely human-led shopping experience. The most widely accepted AI tools were practical support features rather than automated agents, with 43% favouring text summaries and 41% choosing question-and-answer chatbots.
This distinction matters for merchants deciding where to invest in digital tools. The survey indicates that shoppers may welcome features that help them process information more quickly, but many still want to retain control over the final purchase decision.
Generational overlap
The research also challenges the idea that sharply different age-based strategies are needed across retail. Bazaarvoice said buying behaviour has converged more than many marketers assume, with respondents across age groups showing similar tendencies towards research, value-seeking and post-purchase advocacy.
In the survey's behavioural archetypes, "The Archivist" emerged as the leading consideration pattern across nearly all generations, reflecting a tendency to gather and retain product information before buying. "The Influencer's Best Friend" ranked highest for discovery across all age groups, while "Unsolicited Evangelist" was a leading advocacy behaviour among both Gen Z and Boomers.
That overlap suggests retailers may need to rethink assumptions about distinct shopping journeys for each generation. Rather than separate playbooks for younger and older consumers, the findings point to a broader market in which trust signals, reviews and evidence of value matter widely.
Bazaarvoice works with more than 13,000 brands and retailers and focuses on ratings, reviews and other forms of user-generated content. Its latest survey presents a picture of consumers still willing to spend, but only after checking details, comparing sources and deciding that the offer stands up to scrutiny.