Category: In the News

This story was first published by Digiday sibling Modern Retail.

Turmoil from tariffs and pressure on margins are forcing some brands to play it safer this Cyber Week.

While some companies are touting “bigger than ever” discounts for Black Friday and Cyber Monday, others are dialing back deals from the year before. The bag brand Caraa, for instance, is offering 25% off most of its selection, versus 30% off in 2024. Mercado Famous, a charcuterie brand under the same ownership, is also going down to 25%, from 30%. Petite Plume, a pajama and home brand, is offering 20% off almost everything, after offering 25% off last year.

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This Black Friday and Cyber Monday, it’s more likely shoppers turn to ChatGPT to help with their holiday wish lists. Over the past year, AI platforms have gone mainstream with more users using them to research products, compare brands, hunt for deals and even automate purchasing.

The changes in how people shop online has caused marketers to reconsider their SEO strategies to maintain brand visibility in the new zero-click search landscape. As this year’s holiday shopping season gets underway, it could prove to be a major inflection point in determining if AI search can be a tool from discovery to conversion. 

“This holiday season, AI search visibility is a leading indicator, because understanding where a brand is strong in AI search and where there are gaps helps predict performance everywhere else,” said Amos Ductan, svp of search at Razorfish.

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