A hefty number of shoppers, 69%, are shopping while also watching a movie, browsing YouTube or scrolling TikTok. In fact, some are doing all multitasking while looking to buy something.

That’s a prime finding of Salsify’s 2025 Consumer Research Report and the shopper activity is reflective of today’s ‘always on consumer,’ according to a press release on the findings.

“In 2025, consumers are making faster, more fragmented buying decisions, but they still expect seamless and personalized experiences,” Salsify Research Director Dom Scarlett said in the release. “Retailers must earn trust by combining affordability with richer, more accurate content, as shoppers prioritize relevance and reliability over impulse buying.”

The report also revealed economic anxiety is reshaping spending patterns in 2025 as 66% of shoppers are cutting back on non-essentials, while 52% will choose less expensive store brands.

Influencers are wielding more influence than ever, according to the data. Thirty-nine percent of shoppers made purchases based on influencer recommendations, an 18% jump from last year. Viral products also drove demand, with 34% of shoppers buying items they saw trending on TikTok and Instagram.

Additional findings include:

• 35% made purchases through live streams, up 22% in a year.
• 28% trust AI assistants to help them shop, and 17% have acted on AI recommendations.
• 54% dropped purchases due to conflicting information, and 71% returned items over inaccurate descriptions.
• 87% of shoppers willing to pay more for brands they trust, consistency and authenticity are no longer optional — they’re essential for long-term success.

As RetailCustomerExperience reported in mid 2024, when it comes to consumer adoption of TikTok, 31% of U.S. adults are using the social media app, making it the fifth most-popular behind Facebook, YouTube, Instagram and Pinterest, respectively.