Holiday shopping looks different this year. Consumers are facing higher prices, tighter budgets, and more cautious spending — but instead of abandoning the spirit of giving, they’re redefining it. The result? A rise in intentional gifting.
What Is Intentional Gifting?
Intentional gifting means being deliberate about who receives gifts, how much is spent, and what kind of items are chosen. It’s less about quantity and more about meaning. Shoppers are asking: Does this gift bring joy? Is it thoughtful? Does it fit my budget without adding stress?
Key Trends Shaping the Season
- Discount-driven choices: 87% of consumers plan to shop at discount retailers.
- Resale gifting: 64% of shoppers are open to gifting resale items, with Gen Z leading the way.
- Affordable luxuries: Items like skincare masks or cozy accessories are replacing big-ticket gifts.
- Experiential alternatives: Group activities — ornament painting, shared meals, or creative projects — are becoming popular substitutes for traditional presents.
- Selective spending: Core family members are still prioritized, but gift lists are shrinking.
Why It Matters
This shift reflects a broader cultural moment. Shoppers are tired of anxiety-inducing marketing and endless discount messaging. Instead, they’re looking for gifts that feel authentic, joyful, and sustainable. Retailers who recognize this trend can build stronger trust and loyalty by aligning with consumers’ values.
How Retailers Can Respond
- Highlight meaning over price: Showcase products as experiences or connections, not just transactions.
- Offer bundles and gift sets: Affordable packages make gifting easier and more thoughtful.
- Lean into resale and sustainability: Position resale or eco-friendly items as smart, intentional choices.
- Create experiences in-store: Demos, workshops, or pop-ups can inspire shoppers and add joy to the process.
The Takeaway
Intentional gifting isn’t about spending less — it’s about spending smarter. By focusing on authenticity, creativity, and connection, retailers can help consumers rediscover the joy of giving, even in challenging times.
https://www.retaildive.com/news/consumer-joy-deficit-holiday-season-retail-marketing/807615/
