Is it ever too early to think about the end of year holidays?! The holiday season is a high-energy mix of tradition, trends, and evolving shopping habits for young consumers. From the timing of their holiday buys to the platforms that inspire them, Gen Z and Millennials are looking for a holiday shopping experience full of convenience, fun, and most of all: value (especially during Black Friday). However, despite the budgeting constraints, their spending choices reflect both generosity towards gift giving but also a willingness to treat themselves. And cultural influences—from TikTok trends to nostalgic “kidulting” gifts—shape what makes it into their carts, too. But alongside gifting, food, décor, and seasonal experiences are also central to how they celebrate, offering brands multiple touchpoints to connect with young holiday shoppers in meaningful and memorable ways.
In YPulse’s 2025 Holiday Shopping and Plans report, we reveal when and where young consumers are holiday shopping, what Black Friday deals they most want to see, and how they’re allocating their spending between holiday gifts, food, décor, and more.
Report length: 24 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded July 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in July 2025
