Gifting Trends 2025: What Marketers Need to Know
Gift-giving is undergoing a major transformation as we head into 2025. Instead of piles of impersonal presents, consumers are gravitating towards fewer gifts that are higher in quality and meaning. This “less but better” mindset means shoppers now put more thought — and more budget — into a single impactful gift rather than scattering their spend across many trivial items. The rise of online shopping has accelerated this shift by giving buyers easy access to unique, personalised products from around the world, well beyond the limited selection of local stores. It’s a sea change in gifting culture — and one that brands and retailers need to understand in order to respond effectively¹.
Shift from Numerous Gifts to a Few, More Expensive Ones
A clear 2025 trend is the move towards one or two bigger, more meaningful presents rather than several small ones. Over 60% of shoppers say quality is the top factor when choosing gifts⁶. Many people would rather buy fewer items than compromise on standards — surveys show consumers planned to buy around 10% fewer gifts in 2024 compared with the previous year⁷.
This rejection of “tat” or novelty clutter reflects a growing preference for gifts that last and align with personal values⁸. Sustainability, craftsmanship and functionality matter more than ever. Brands must highlight durability, ethical sourcing and long-term value to win a place as someone’s hero gift. Creating “non-tat” gift guides or curated filters can directly capture this demand.
If you can create gift guides or search filters on your site for “meaningful gifts” or “quality gifts under £50”, you’re directly addressing this need. By curating better gift options, retailers can capture those buyers who refuse to settle for sub-par presents.
AI-Powered Recommendations
Artificial intelligence is reshaping how people shop for gifts. AI-driven recommendation tools help narrow choices by analysing browsing habits, purchase history and even social activity. Nearly 62% of shoppers say they plan to use such AI tools to help pick gifts¹¹.
One of the biggest shifts is the use of chatbots such as ChatGPT. Consumers are asking them natural-language questions like “What’s a thoughtful present under £50 for someone who loves gardening?” or “Top Christmas gifts for teenagers in 2025”. These conversations generate personalised lists that save time and reduce stress and crucially, they influence what ends up in baskets.
Impact of Social Content
Social media has become a major driver of gift discovery. TikTok, Instagram and other platforms are now central to how consumers find inspiration. Research shows that more than half of shoppers have discovered holiday gift ideas while browsing TikTok³.
The influence of content is strong: nearly 70% of consumers say videos such as reviews, unboxings and product demonstrations directly impact their purchasing decisions⁴. Influencer recommendations, especially from micro-influencers, carry weight with audiences who value authenticity and trust⁵.
For brands, the opportunity lies in making products easy to find and buy through social channels, while encouraging authentic content that sparks inspiration.
Growth of Digital Gift Cards
Digital gift cards are booming. They provide the flexibility recipients want while retaining a premium feel, even when bought at the eleventh hour. In fact, digital gift card sales overtook physical ones for the first time in 2024².
Customisation adds another layer of value. Options such as branded designs or personalised messages transform them from a last-minute option into a thoughtful choice. For many consumers, this reassurance that the recipient will choose something they truly want is just as meaningful as a physical present.
For retailers, gift cards can also be a strategic tool. They drive guaranteed revenue, increase the likelihood of repeat visits, and often lead to higher basket sizes when recipients redeem them.
Subscriptions
Another big trend is the popularity of subscriptions as gifts — giving someone an ongoing, curated experience rather than a one-time item. Subscription gifts can range from online services (such as a year of a streaming platform, an audiobook membership, or a premium app) to monthly box deliveries of physical goodies.
The appeal is clear: it’s the gift that keeps on giving. Instead of enjoying a present once, the recipient gets a delightful reminder every week or month, whether it’s a new gourmet snack box, a book of the month, a fresh pair of socks, or the latest beauty samples. This extends the joy well beyond the occasion and keeps the giver in the recipient’s mind over time.
Subscriptions saw significant growth as holiday gifts in 2024, emerging as a standout⁹. Consumers enjoy the convenience (you pay once and the recipient keeps getting goodies) and the personalisation — many subscription services today tailor what they send based on the person’s preferences.
Examples include:
- Beauty & Grooming: Monthly make-up or skincare boxes customised to the recipient’s style and skin type.
- Food & Drink: Subscriptions for gourmet snacks, international sweets, coffee of the month, wine clubs, or meal kits.
- Hobbies & Entertainment: Book-of-the-month clubs, craft kits, vinyl record clubs, video game passes, or streaming bundles.
- Fashion: Stylist-picked clothing boxes, sock-of-the-month subscriptions, or rotating accessory packages.
- Pets: Monthly pet treat and toy boxes — because pet parents love to gift their furry friends too.
At Bravada, we help brands connect with modern audiences using smart, data-led strategies. Want help getting ahead of peak gifting this year? Email us at hello@bravada-uk.com.
Sources
- Statista (2023) – Survey on consumer priorities:
https://www.statista.com/statistics/1419100/christmas-shopping-trends-in-the-us - National Retail Federation (NRF, 2024) – U.S. holiday gift buying volumes:
https://nrf.com/media-center/press-releases/consumers-expected-spend-967-holiday-2024 - PYMNTS (2024) – Rise of digital gift cards:
https://www.pymnts.com/news/retail/2024/digital-gift-card-sales-outpace-physical - The Drum (2024) – TikTok as a gift discovery platform:
https://www.thedrum.com/news/2024/01/04/tiktok-the-gift-discovery-platform - Insider Intelligence / eMarketer (2024) – Social media influence on gift purchasing (TikTok, Instagram, Facebook stats):
https://www.emarketer.com/content/social-commerce-2024 - HubSpot (2024) – Micro-influencer effectiveness in campaigns:
https://blog.hubspot.com/marketing/micro-influencer-marketing - The Grocer (2024) – “Anti-tat” trend in Christmas gifting:
https://www.thegrocer.co.uk/christmas/anti-tat-gifting-trend-2024 - Subscription Trade Association (SUBTA, 2024) – Growth of subscriptions as gifts:
https://subta.com/news/holiday-subscription-trends-2024 - Invesp (2024) – Repeat customer value statistics:
https://www.invespcro.com/blog/customer-retention/ - Retail Dive (2024) – AI-powered recommendation engines in major retailers:
https://www.retaildive.com/news/retailers-ai-holiday-gift-guides-2024 - TechRadar (2024) – Consumer attitudes to AI gift finders:
https://www.techradar.com/news/ai-gift-recommendations-survey
Pew Research (2023/2024) – Data privacy concerns with AI:https://www.pewresearch.org/internet/2024/02/15/public-concerns-over-ai-data-use