Gen Z wants screen-free gifts

Nearly four in five Gen Zers want puzzles, art supplies and gift cards this Christmas. That's 14 percentage points higher than all consumers.

In-person moments matter most

Over 81% of Gen Z prioritizes in-person holiday activities. Sixty-three percent say a shared meal matters more than a present.

“The more digital everyday life becomes, the more value they seem to place on things technology can't fully replicate”

Nostalgia for pre-digital holidays

Gen Z revived a retro Ralph Lauren Christmas aesthetic last year with tartan plaid and candlesticks. They're yearning for the accessible prosperity of 1990s holidays.

“Gen Zers have a passion for traveling back in time to a world that existed before they were born”

Analog hobbies are making a comeback

Gen Z is driving the revival of knitting, gardening, birding and vinyl records. They want things that can be touched and made, not just scrolled.

“That makes physical objects, shared meals, and in-person experiences feel more meaningful because they are finite, tactile, friction-full”

Retailers invest billions in stores

Target is spending $5 billion remodeling stores as Gen Z shops in person. Mall values have risen 13% from last year, outpacing other commercial real estate.

But Gen Z is spending less

Gen Z gift spending is expected to fall 9% this year to $533. Travel spending is projected to drop 29% despite their long-term buying power.