What’s Driving Holiday 2025 Shopping
The 2025 holiday economy reflects a cautious optimism. Inflation has cooled, but cost-consciousness remains a defining behavior. Shoppers are trading up in categories that feel personal and trading down in others that feel obligatory. Experience, quality, and emotional value are driving choices more than price alone. The result is a season where every purchase reflects how consumers want to feel, not just what they need to buy.
Retail: Gifting with Intention, and for Themselves
Holiday shopping is no longer just about others. More than half of shoppers plan to buy gifts for themselves, with Millennials and Gen Z leading the self-gifting trend. This shift presents a clear opportunity: brands should embrace the “me shopper” mindset with curated gift guides, “treat yourself” messaging, and personalized promotions.
Spouses and partners still top gift lists, but self-gifting has become nearly as common. With 31% of shoppers raising children at home, gifting priorities are heavily influenced by family life. Generational timing also plays a role: 22% of Boomers shop more than two months before the holidays, while younger consumers concentrate their purchases around Black Friday and Cyber Week.
High-income shoppers are spending more freely on travel, entertainment, and décor, and 43% say they will shop primarily online, valuing convenience, brand trust, and product quality. Gen Z and Millennials are also more likely to experience major life transitions (19% and 15% respectively plan to move during the season), shaping their shopping categories toward practical, home-oriented gifts.
Holiday participation spans every generation: Gen Z (17%), Millennials (29%), Gen X (31%), and Boomers (24%). Still, more than a third of Boomers (36%) say they do not plan to shop during major promotional events, highlighting the growing polarization between deal-seekers and value loyalists. But gender participation remains balanced, with women (52%) slightly more likely to lead holiday purchases.
Tech & Durables: Experience Over Electronics
Technology remains one of the season’s most desired gift categories, with 42% of shoppers planning to buy electronics. But what defines “tech” in 2025 has evolved. Consumers are seeking seamless experiences, not just gadgets.
More than half of tech buyers (53%) say they are purchasing for themselves rather than others, reinforcing the self-gifting theme. Headphones (56%), smartphones (37%), and smartwatches (36%) lead wish lists, while gaming and home entertainment continue to draw interest from younger audiences.
Brand preference remains concentrated among leaders: Apple (54%), Samsung (29%), and Nintendo (27%) dominate planned purchases. Consumers gravitate toward brands that combine performance, design, and reliability; a clear sign that trust and quality outweigh discounting.
To meet consumer demand, brands should position technology as an enabler of experience and connection and lean into personalization, bundled promotions, and brand storytelling that emphasizes confidence in the purchase, not just the price tag.
Beauty: Affordable Indulgence Meets Everyday Luxury
Beauty and self-care continue to shine as go-to gifting categories, with Fragrance and bath and body gifts leading the list, balancing indulgence with accessibility. The appeal? Affordable indulgence and trusted brand experiences.
Top beauty and fragrance brands include Bath & Body Works (49%) and Victoria’s Secret (39%) for women, while Calvin Klein (37%) and Ralph Lauren Polo (36%) top the list for men.
48%
of shoppers are planning to gift in this category.
In skincare, trusted names like Neutrogena, CeraVe, Clinique, and Cetaphil continue to dominate, while e.l.f. Cosmetics, Maybelline, and L’Oréal remain leading choices in makeup. These brands succeed by offering both affordability and reassurance, allowing shoppers to give gifts that feel luxurious without exceeding budget comfort zones.
This category thrives on trust and emotional connection. Brands should focus messaging on self-expression, confidence, and care, whether it’s for a loved one or for the buyer themselves.
Channel Preferences: The Blended Shopping Journey
This holiday season, shopping journeys are increasingly fluid. Two-thirds of consumers (66%) will browse online, and nearly as many (64%) will shop in stores. Younger and older shoppers show the strongest preference for in-store experiences, while Millennials and Gen X lean digital for convenience. Social media plays a defining role in discovery, with 46% of Gen Z and 38% of Millennials using platforms like TikTok, Instagram, and YouTube for gift inspiration.
42%
plan to split their shopping across channels.
High-income shoppers are more likely to shop online for both gifts (43%) and décor (33%), while lower-income groups continue to prefer in-store browsing where they can see, feel, and compare products. Retailers should integrate channels to create a consistent journey from discovery to delivery and use social commerce and retail media to inspire, personalize, and convert, ensuring digital and physical touchpoints reinforce one another.
Self-Gifting Goes Mainstream
The holiday season is no longer just about giving; it’s also about receiving. Shoppers are using promotions to treat themselves, especially during Black Friday and Cyber Week. This shift creates new space for creativity in merchandising and messaging. Retailers can inspire in-store exploration through curated assortments, limited-time offers, and gift-with-purchase promotions that make shoppers feel rewarded for buying for themselves.
Self-gifters plan to browse in-store, while those buying for others rely more on recipient input
53%
Self-gifting isn’t just a trend; it’s a mindset. Brands should tap into moments of self-appreciation and reward through packaging, personalization, and storytelling that make every purchase feel like a small celebration.
The Takeaway: Identity, Intention, and Indulgence
Holiday 2025 is about more than just giving; it’s about expressing identity and purpose through meaningful choices. Shoppers are blending tradition with self-expression, balancing generosity with a desire for value and joy.
The result? A holiday season defined not by excess, but by intention, inspiration, and indulgence that feels earned.
To win this season, brands and retailers should:
- Personalize promotions for both gift-givers and self-gifters.
- Highlight brand trust and quality in tech and beauty.
- Create omnichannel experiences that inspire and convert.
Brought to you by NIQ thought leaders:
Jacqueline Flam – NIQ
Managing Director, Beauty & Health
Nim Sharon – NIQ
VP, Consumer Technology
Source: BASES 2025 Holiday Shopping Consumer Study
