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.
