Visa Survey Finds AI and Security Are Reshaping Holiday Spending in Latin America

MIAMI, December 11, 2025 – This 2025 holiday season marks a turning point in how consumers from Latin America are shopping and gifting. Visa today unveiled a new global research that reveals AI, security and cross-border shopping are reshaping holiday spending in the region.

The report, which surveyed 12 global markets — including 2,000 Brazilian and Mexican consumers from Latin America — examines the evolution of consumer behavior and trust this holiday season, as well as emerging trends and the future of holiday commerce.

'As we navigate this transformative holiday season, consumers in Latin America are embracing innovation with confidence,' said Nuno Lopes Alves, Regional President, Visa Latin America and the Caribbean. 'With more than two-thirds of shoppers in the region already using AI tools to power their purchasing decisions — and nearly as many authorizing payments through biometrics — we’re seeing a step change in how people discover, verify, and buy. This rapid uptake of next‑gen technologies shows a future where innovation and trust move in lockstep.'

Consumers are increasingly weaving AI into their holiday traditions

Shoppers are getting smarter in the region.

• 75% of Mexicans surveyed and 70% in Brazil have used AI for help with shopping, with product research as the top assistance use, followed by gifting ideas and finding best prices and deals.
• 64% of consumers in the region plan to use AI for gift inspiration this holiday season.
• When it comes to agentic commerce, both markets rank “comparing prices” as the most compelling application for the future.
• While AI enhances shopping tasks, data security concerns persist with 60% in the region, and in line with global average, expressing worries about the safety of their personal data.
   

Shoppers want more trust

As online commerce becomes central to the shopping journey, security concerns are strong. In fact, Latin America is one of the leading regions from the survey where online payment scams are considered most prevalent this year.

• Over half of surveyed consumers in the region have been, or know someone who has been, a victim of an online payment scam in the past year. So, more than 80% express concerns about security, particularly of their personal information and identify theft.
• 80% in both markets also fear fraud schemes are getting more sophisticated and harder to detect.
• Consequently, the demand for education is higher in Latin America with around 80% of surveyed consumers interested in learning about fraud protection.

Trendsetters in cross-border shopping & travel

• 61% of Brazilians and 44% of Mexicans are buying gifts from overseas retailers. Also, 49% of consumers from Latin America make purchases from international sellers through social platforms, the highest rate among all regions.
• Latin America is the second region from the research with the strongest growth in plans to travel this holiday season.
• 36% of consumers in Latin America said they are more likely to travel this holiday season than previous holiday seasons, signaling strong spending confidence and prioritization of experiences.
   

Technologies reshaping commerce

Biometrics, stablecoins and digital wallets are expected to reshape payments, while interest in cryptocurrency is growing.

• 70% in Brazil and 65% in Mexico say they’ve authorized a payment using a biometric authentication.
• Latin America ranks as the second region in the survey where 57% of consumers are open to accepting cryptocurrency as a holiday gift.
• Over 60% of consumers express willingness to use stablecoins for international money transfers in the future.
• Digital wallets are becoming more prominent for shopping, particularly in Brazil, where they are the preferred method for daily purchases.

About the 2025 Holiday Spending Shift Survey

Visa commissioned Morning Consult to survey a sample of 1,000 adults from 12 markets (U.S., Canada, Mexico, Brazil, France, Germany, Spain, the UK, Australia, the UAE, Singapore, and South Africa) between October 14 and October 16, 2025. The interviews were conducted online, and the data were weighted based on gender, education attainment, age, and race. Results from the full survey have a margin of error of plus or minus 3 percentage points.

About Visa

Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement. Learn more at Visa.com.

Media Contacts

Catalina Bantula -  [email protected]