Gen Z’s Holiday Spending Habits Revealed

For marketers looking to capture Gen Z’s spend this holiday season, now is the prime time to start planning. Luckily, we’ve done some of the heavy lifting for you. Look no further, because this is your go-to guidebook.

‍

First things first: what does the holiday season look like for young consumers?

In the UK, the dominant religious celebration is still Christmas. 

According to a recent survey, 78% of UK respondents said they celebrate Christmas. However, when it comes to the starting point of the holiday season, the answers remain subjective. For some, it’s as soon as Halloween is over. For others, celebrations don’t kick off until the 1st of December.

Data from the US shares a similar story: in fact, 95% of US respondents celebrate Christmas. However, in the US, the festive season has a slightly more clear marker: Thanksgiving.

Thanksgiving takes place in 2024 on the 28th of November. Black Friday follows the next day, with deals and discounts continuing over the course of the weekend. Last year, 89% of US respondents celebrated Thanksgiving.

And when will Gen Z be starting their shopping?

Well, according to our 2025 data, early.

38% of respondents planned to begin as early as October, while 49% will start in November. 

‍

What kind of things are on Gen Z’s wishlist?

The top categories for 2025 are as follows...

Fashion - 69%

Beauty and skincare - 54%

Technology and electronics - 44%

Travel and experiences- 18%

Health and wellness - 35%

Food and nutrition - 41%

Luxury items- 24%

Homeware - 33%

‍

Who are Gen Z buying gifts for?

“It’s giving…season” or “it’s giving season”?

Our 2025 data shows 44% of Gen Zers are gearing up to buy holiday purchases for friends and family. 56% treated number one and bought gifts for themselves.

‍

And what about Black Friday and Cyber Monday?

We asked Gen Z which of the following they consider when choosing gifts during BFCM.

Price: 57%

Convenience: 35%

Brand reputation: 37%

TikTok trends: 20%

Uniqueness or personal meaning: 34%

Aesthetic or design: 35%

Peer opinions: 30%

‍

What kind of promotions or deals influence where Gen Z shops during Black Friday and Cyber Monday?

Percentage off deals: 54%

Free shipping: 53%

Exclusive student discounts: 32%

Stackable discounts: 30%

Loyalty rewards: 21%

‍

The importance of student discount for Gen Z during Black Friday and Cyber Monday

We asked how likely Gen Zers were to shop through a student discount platform during Black Friday and Cyber Monday.

Extremely likely: 37%

Likely: 41%

Uncertain: 15%

Unlikely: 7%

‍

Do Gen Z prefer getting their Black Friday deals in person or online?

Online: 69%

In physical stores: 31%

‍

Who (and what) influences Gen Z’s purchasing decisions during the holiday season?

According to our data, peer-to-peer recommendation is still the most influential driver behind Gen Z purchasing decisions. 

In the US, 48% of Gen Z shared that they’d be likely to buy something online if it had been recommended by a friend. In the UK, 42% shared the same view. In comparison, a mere 5% of US respondents and 6% of UK respondents would be likely to buy something if a celebrity recommended it.

After peer-to-peer recommendations, most Gen Zers said their purchasing decisions were influenced by online shopping sites (48%).

As digital natives, students expect the best from their gift-shopping experiences, with 51% shopping online and via an app for their holiday gifts.

The power of a great festive campaign

We’ve all been moved by unforgettable festive campaigns (we’re still teary about John Lewis’s 2011 advert). A great Christmas campaign can create an emotional connection and make you a memorable brand forever – long after the holiday season.

But what actually constitutes a great festive campaign? What kinds of sentiments will consumers want to see this holiday season?

In the UK, according to last year’s data:

• 54% wanted to see nostalgic marketing
• 55% wanted to see humorous marketing
• 68% wanted to see creative marketing
• 32% wanted to see social marketing.
  ‍

And in the United States:

• 76% wanted to see creative marketing
• 62% wanted to see humorous marketing
• 61% wanted to see nostalgic marketing
• 36% wanted to see thought-provoking marketing.

‍

Where does Gen Z prefer to see festive marketing?

‍Gen Z spends a significant amount of time online, so it shouldn’t be a surprise that they prefer festive marketing on social media platforms. Interestingly, 7% still appreciate postal ads: a retro touch in a digital age (but they’re also a generation who loves nostalgia – so maybe this makes sense!).

So what can we learn from all of this data?

Start early!

With 40% of Gen Z planning to start their holiday shopping in November and 21% in October, it’s time to start planning ahead. Beat the rush, and prepare now. 

Peer-to-peer is a win this festive season

Peer-to-peer recommendations are the sweet spot for Gen Z. Guess what? We can help with that. Get in touch now to learn more about our Creators programme, part of Pion’s student discount offering through Student Beans. 

The early bird catches the worm!

With many Gen Zers starting their holiday shopping as early as October, it's essential to get a head start on your marketing campaigns. Early planning will position your brand ahead of the competition: we all love that warm, fuzzy feeling, and by starting early, you’ll create excitement around your brand's holiday offerings. They might not add-to-basket straight away, but you’ll encourage Gen Z to bookmark your website or follow your social media channels.

Focus on nostalgia and emotion

Nostalgia is the biggest driver of the festive season – a time where we want to remember all the magic of our childhoods. Nostalgia evokes deep-seated memories and feelings – tapping into this will create a bond between your brand and your consumer.

Address Gen Z’s financial worries and support them through discounts

With many Gen Z shoppers feeling the pinch of rising costs, offering stackable discounts and easy purchasing options can make your brand more appealing and supportive during the holiday season.

Embrace digital channels

Social media platforms and email are effective ways to reach Gen Z during the holiday season. Get creative – think festive challenges, cozy giveaways, and content to spread cheer and keep your brand top of mind. P.S: we can help with that...

Get personalizing!

Gen Z loves online shopping, but not everyone completes their purchases. Set up abandoned cart emails with personalized messaging to remind potential shoppers of what they left behind. This strategy can help you to recover lost sales and boost your revenue.

Finally, a sprinkle of seasonal SEO

SEO might not sound like the most exciting of concepts, but during the holiday season, it’s imperative. There’s so much noise out there – and Gen Z have (relatively) short attention spans. The more you can boost your visibility, the better. Incorporate festive keywords into your content: think along the lines of “holiday deals,” “gift ideas for students,” or “last-minute stocking fillers.” These seasonal keywords align with Gen Z’s search behavior, making it easier for them to discover your brand when they’re looking for inspiration or gifts.

{{ctaDark}}

‍

PSST: want more cutting-edge data on Gen Z?

Pre-request our report Trust, trends & loyalty: the secret to capturing Gen Z spend, or subscribe to our Weekly Briefing for Gen Z news, trends, and festive fun.

‍

‍