With the stigma of second-hand gifting vanishing fast (72% of American Gen Zers are open to receiving such gifts, and 62% of Americans agree it’s more socially acceptable than five years ago – Capital One, 2024), there’s considerable mileage in festive-specific recommerce, repair and rental campaigns.

Nearly one-third of Americans (APA, 2024) and a staggering 44% of French people regularly feel lonely (Alliance Vita, 2024); a deepening crisis intensified by the festive season’s social pressures (66% of Americans report feeling lonely during the holiday season – CNN, 2023). Ads that advocate for non-judgemental connections and socially supercharged malls are two strategies that will resonate.

Underconsumption (or cannily curbed consumption – see our Look Ahead, publishing October 7) is a rising consumer mentality that focuses not on opting out, but pushing back against the crassness of excessive consumption. The sentiment chimes with maximising utility and longevity, presenting a predicted hike in the desire for practical gifts. Brands should imbue essentials with gift-ready status – see how below.

With tricky interpersonal dynamics an ever-present festive issue, finding humour or empathy in holiday chaos, supporting mental health (worsened by the festive season for 64% of Americans – CNN, 2023), cherishing non-traditional family set-ups or simply spotlighting ways to find solace will chime with consumers. Holiday survival guides and mental-wellbeing-centred gift edits provide key inspiration. 

With every generation other than Gen Z (see Key Stats) shopping earlier than ever (a predicted 30% of Americans will shop for the holidays year-round by 2026 – Gartner, 2023), holiday-ready but not necessarily holiday-themed spaces selling stocking fillers and collectibles will win spend. AI-powered cost-spreading planning tools and early e-commerce access initiatives for early birds will appeal (see Key Stats).

With 69% of French dog owners planning to give their pooch a Christmas gift (Rover, 2023), pets are a clear festive growth category. The vast majority of owners see their pets as one of the family (see Key Stats), so campaigns and service design that treat them accordingly will win.

Social media is a rising method for gift finding (59% of users) – although conversion lags at 11% globally (Bazaar Voice, 2024). The format captures both self-gifting TikTok users and early birds in planning mode (see above) – meaning setting up shop on social is a must-do.