By Jeena Sharma
New Trustpilot data shows Americans want real world feedback before buying.
Forget influencers and glossy magazines—this holiday season, Americans are turning to each other for shopping advice.
New data from Trustpilot’s National Write a Review Week campaign shows a 76% YoY spike in consumer reviews. The initiative, which ran October 20–24, attracted ~4 million visitors nationwide—a 63% jump from the same period in 2024—signalling how heavily shoppers are relying on feedback from real buyers.
Trustpilot’s AI and Black Friday shopping analysis reinforced the trend as 86% of shoppers checked reviews before making a holiday purchase. And in the lead-up to Black Friday and Cyber Monday, 40% of respondents said they waited for others to post reviews before deciding what to buy.
Even as AI-driven content and influencer campaigns grow, shoppers are still prioritizing “genuine human experiences,” according to Trustpilot’s report. Top consumer complaints this season included delivery delays, technical issues, and subpar customer service.
“[Consumers] are making purchasing decisions based on delivery reliability, product quality, and customer service,” Alicia Skubick, chief customer officer at Trustpilot, said in a statement. “The data also reveals what consumers need to know to make their holiday shopping experience the best one yet. The bottom line is simple—when people share their experiences, everyone shops smarter.”
The findings arrive as new government data shows US retail sales saw only modest growth in September, and consumer confidence continues to soften amid ongoing economic pressure.
That dip is reflected in holiday spending behaviors. A joint survey from Rocket Mortgage and Redfin found that 28% of Americans plan to spend less on decorations, and 26% expect to cut back on gifts compared to last year.
Feature image credit: Francis Scialabba