Knowing what’s on young people’s holiday wish list isn’t just important for their friends and family who are in the full holiday shopping swing. Brands also need to know what young people want as gifts as they do everything from marketing sales to promoting gift guides. Plus, the items Gen Z is wishing for are a prelude to knowing what brands might have a successful holiday season. YPulse’s Holiday Shopping Plans report shows November is the peak time for young people to start their holiday shopping, so the fulfillment of Gen Z’s wish list is happening as we speak.
YPulse data also shows 45% of 13-39-year-olds shopping this season are shopping for themselves, which inevitably means they’ll be looking for their top wish list items on their own as they navigate this month’s constant onslaught of Black Friday /Cyber Monday specials and sales. So, what exactly will they be looking to self-gift and find under the tree? These are the top kinds of items teens, young adults, and Millennials have on their holiday wish list:
Clothes and other style pieces are the top item on Gen Z’s wish list
- More than half (54%) of 13-39-year-olds say clothes are on their wish list, and it’s the most popular choice among young people in all age groups
- It’s especially big among teens: 68% say clothes are on their wish list, outpacing their second top choice of money / gift cards by +23pts
- Young females are far more likely than their male peers to have clothing on their wish list: 78% of 13-17-year-old girls (+20pts more than teen boys) and 61% of 18-24-year-old women(+10pts more than young adult men)
- Just because clothing is a gift doesn’t mean it has to be high end, though; 13-39-year-old females are far more likely to males to say they would rather receive a gift that is inexpensive but more meaningful than expensive but less personalized (86% females vs 69% males)
- Gen Z young adults are most likely to want accessories (39%) and jewelry (33%)
But teens want money, and young adults still seek essentials
- Money / gift cards are the second top wish list item for teens (45%) and Millennials 25-39-years-old (34%), and a close third (38%) behind jewelry for 18-24-year-old young adults
- If they had to choose one or the other, 64% of 13-39-year-olds would prefer money over a product as a gift this year
- Teens are the most likely to say so at 71%, compared to 59% of 18-24 and 64% of 25-39—so they can treat themselves
- Young adults and Millennials are likely looking for cash or gift cards so they can shop for themselves, including for their basic needs: 57% of 18-24 and 62% of 25-39 prefer a product they need to a product they want this year
- Roughly a quarter of young adults (23%) and Millennials (26%) say essentials / necessities are on their wish list this year—a continuing trend from when YPulse told you essentials were high on Millennials’ wish list in 2022
- Other useful gifts on their wish list include household items (28% 18-24, 24% 25-39) and new appliances (15% 18-24, 16% 25-39)
How Gen Z and Millennials’ wish lists differ most
- Teens are by far the most likely to say toys and games are on their wish list, at 35%, compared to 25% of 18-24 and 23% of 25-39
- Young people of color are more likely than their White / non-Hispanic peers to have jewelry and accessories on their wish list, too: 36% say accessories (vs 25% WNH) and 34% say jewelry (vs 25% WNH)
- More young males than females have digital goods on their wish list, at 21% compared to 14% of females
- Teen boys are even more likely, with 24% saying digital goods are on their wish list compared to 18% of teen girls
While it’s past the time brands are making their holiday strategies, it’s still critical to know what Gen Z has on their wish list. The categories they’re asking for gifts from can lead to understanding what’s trending right now—brands should be taking note of what clothes teens deem must-have before the new year and what young shoppers might splurge on with their cash.
