Watch Desk posted an update
BrightEdge researchers found that about 11% of pages ChatGPT cited for holiday shopping queries were old, outdated or neglected. Their review covered pages from six major US retailers cited between June and August 2026, MediaPost reports.
Why it mattersThe study also found that when asked about the 2026 holiday season, ChatGPT returned last year’s information about nine times in ten. At two retailers, newsroom posts drew more Black Friday citations than store websites, suggesting that where information lives can matter as much as how current it is. For shoppers, stale pages can mean stale advice; for retailers, the findings make keeping seasonal information current look less like website housekeeping and more like part of being findable. BrightEdge’s figures come from a limited sample, not every retailer or shopping query.
Discuss: Should retailers prioritise permanent, regularly updated pages over seasonal pages that get replaced each year?
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