By: Marisa Coye
As the holiday season gets closer, brands are getting ready for one of the most influential groups of shoppers out there Gen Z. Born roughly between the mid-1990s and early 2010s, Gen Z is known for being extremely online, socially aware, and driven by their personal values when making decisions. They’ve already changed how companies think about marketing and retail, but during Christmas, when social media, gifting, and high shopping demand all hit at once, understanding what motivates Gen Z becomes even more important for marketers. This year, a few big trends are standing out. All of these trends together help paint a clear picture of what brands need to keep in mind if they want to stay relevant and meaningful during one of the busiest shopping seasons of the year.
One of the biggest traits that sets Gen Z apart is their need for authenticity. They want brands to be real and open, and they can instantly tell when something feels fake or overly produced. During the holidays, when ads can easily become predictable, Gen Z loses interest fast if a campaign feels forced. They respond much better to storytelling that actually feels human like real customer experiences, casual behind-the-scenes clips, or emotional messages that aren’t overly scripted. For marketers, this means moving away from traditional polished ads and instead focusing on messaging that feels honest and relatable.
Social media also plays a huge role in what Gen Z chooses to buy during the holiday season. Platforms like TikTok, Instagram, and YouTube constantly shape their wish lists. Trends can blow up overnight based on a viral video or a creator’s recommendation. But Gen Z isn’t looking for the super perfect influencer lifestyle. Instead, they want relatability and humor. They tend to trust people who feel genuine rather than celebrities or big influencers who seem too polished. This is why micro-influencers have become so important. Their communities feel more personal, which makes their product recommendations feel more honest. Brands that want to reach Gen Z this Christmas need to understand the tone, jokes, and style of each platform they use. Trying to copy traditional marketing approaches on TikTok, for example, usually doesn’t work. Instead, brands need to match the energy and culture of the spaces Gen Z spends the most time in.
Another major trend in Gen Z’s holiday shopping is their focus on sustainability. This generation is extremely aware of environmental issues, whether it’s wasteful packaging or the problems caused by fast fashion. They still like trendy gifts, but they don’t want to feel guilty about them. They prefer products that have some balance, Things like eco-friendly packaging, ethical sourcing, and sustainable materials have become important parts of their decision making process. When brands can show real proof about their commitment to sustainability, Gen Z is more likely to trust and support them. During the holidays, when shopping naturally increases and waste piles up, Gen Z pays even more attention. Brands that are clear and transparent about their environmental efforts stand out in a crowded season of buying.
Tech gifts also continue to be very popular among Gen Z. Whether it’s smart devices, gaming accessories, or different tools for creating content, technology plays a big role in their lives. For Gen Z, tech isn’t just for entertainment, it can be a way to express themselves, grow their creativity, and connect with others. With the rise of digital creativity, more young people are getting into video editing, music production, content creation, and photography. Because of this, items like cameras, tablets, microphones, and editing software make great gifts. Gaming also remains extremely relevant. For Gen Z, gaming is more than a hobby, it can become a social space where they hang out with friends. Marketers trying to appeal to this generation need to highlight more than just the features of a device or accessory, they should also show how these products fit into Gen Z’s lifestyle and creativity.
At the same time, experiential gifts are becoming more popular. Even though Gen Z is very digital, they also value real-world experiences that let them make memories. Concerts, travel, or wellness treatments are becoming just as exciting as traditional physical gifts. Experiences feel personal and emotional, which are qualities that matter a lot to this generation. When brands team up with companies that offer experiences they can connect with Gen Z on better.
Fashion is another major category for Gen Z, but their approach to it is different from older generations. Instead of sticking to mainstream trends, they prioritize individuality. They like clothes that help them express who they are. This is why thrifted pieces, small designers, niche aesthetics, and customizable items are so appealing. Gen Z would rather own something unique than something everyone else has. If brands want to win Gen Z’s attention during the holidays, they need to highlight creativity and self-expression in their messaging.
Convenience is also extremely important to Gen Z. Because they’ve grown up online, they expect fast, and easy shopping experiences. Things like mobile-friendly websites, flexible payment options, and quick shipping can make or break whether Gen Z chooses to buy from a brand. Clear and fair return policies also matter, especially during the holidays, when there’s always a chance a gift might not work out. For Gen Z, convenience is an expectation.
Beneath all these trends is one main theme, Gen Z wants emotional connection. More than any group before them, they care about how they feel when interacting with a brand. They want to feel seen, understood, and respected. If a brand’s message fits with their values or worldview, they’re much more likely to support it. This is especially true during the holiday season, when emotions and traditions already play a big role. Gen Z is looking for brands that feel human.
In the end, the brands that succeed with Gen Z this Christmas will be the ones that combine cultural awareness, digital understanding, and meaningful storytelling. Festive colors and classic holiday campaigns aren’t enough anymore. Marketers have to be intentional, thoughtful, and in touch with the values that shape Gen Z’s decisions. By focusing on authenticity, sustainability, technology, creativity, and smooth shopping experiences, brands can earn not only Gen Z’s holiday spending but also their long-term loyalty.
References
https://www.forbes.com/sites/pamdanziger/2025/11/11/how-gen-z-will-shape-this-holiday-retail-season/
https://www.bazaarvoice.com/blog/decoding-gen-z-millennial-holiday-shopping-trends/
https://www.innovationstrategy.com/article/understanding-gen-z-desires
AMA University of New Hampshire 
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