What's on Gen-Z's Christmas wishlist?

If Christmas for children is a time of magic and wonder, for most adults, rest and gifts are the only things that keep the holiday season exciting. Despite the fact that the last quarter of the year is traditionally the time when we tend to shop the most, many young people are changing their approach to shopping in response to the current economic landscape. The Christmas wish list of Gen Z seems to be oriented towards practical gifts that are useful in everyday life, pushing luxury goods into the background. According to a recent survey by the digital platform Pion, the four most desired product categories for Gen Z in the United States and United Kingdom are fashion, beauty, technology, and financial products. At the top of the list is fashion, but not luxury: on social media, in fact, many young people express the need for winter clothing that would otherwise be inaccessible due to current market prices. In a surprising turn of events, the aunt's socks might just become the hot item of the season.

The survey shows that 83% of young respondents plan to focus on giving gifts primarily to friends and family. At the same time, 45% of Gen-Z indulge in self-care, buying at least one gift for themselves. The data also shows that word of mouth remains the most influential factor in purchasing decisions among younger generations; in the United States, 48% of Gen-Z are willing to purchase a product online if recommended by a friend, while in the United Kingdom, the percentage is slightly lower at 42%. Supporting this trend, on TikTok, the hashtag #christmas2024 has already garnered over 140,500 posts by early November, many of which feature wishlists and gift guides with a focus on budget-friendliness.

At the top of wishlists are bath products, with everyday items that still offer a touch of luxury. Among them, fragrances—especially niche ones—are highly desired by Gen Z, with no distinction of gender. Another growing trend is the “boo basket,” a gift basket that brings together small purchases in a picnic-style format. On Pinterest, searches for these types of gifts have increased by 2000% compared to the same period last year among Gen Z users. Similarly, searches for handmade Christmas gifts have risen by 60% in the past year, as have those for 3D-printed gifts (+90%), underscoring the rise of the trend of budgeting among Gen Z over the past year.

Overall, Gen Z's new purchasing behaviors place significant importance on both quality and experience. Brand loyalty is driven primarily by product quality: many young people say they are willing to save and buy fewer items, provided they are of higher quality. Despite the global economic uncertainty, Gen Z's attitude seems to lean toward a conscious nihilism—if buying a home is out of reach, it’s better to spend savings elsewhere. At the same time, the demand for experiences prevails: with a lower purchasing power than previous generations but an increasing interest in luxury, Gen Z is focusing on “doing” things rather than buying them.