Economic uncertainty seems to be going nowhere fast. And it’s definitely having an impact on the 2025 Holiday Shopping season. With holiday shoppers expected to spend less, they’re choosing to be more intentional with their gift giving, focusing on gifts that have both meaning and usefulness. Shoppers are shifting away from gifts that just add to the clutter, and seeking out items that show they truly know the recipient. Either demonstrating a strong personal connection to their values and lifestyle or fulfilling a daily need and having functional application to their lives.

Shopping for meaningful gifts is not only about the gift itself. It’s a culmination of how, where and what. Impacting all aspects of the shopping journey. Let’s explore exactly how this quest for meaningful gifts is shaking up the shopping journey this holiday season:

1. Planning Ahead – With shoppers conserving dollars and cutting spending, they’re starting their planning and shopping earlier to make their dollars go further. Having a game plan well before the holiday season starts (as early as August and September) allows them to be on the lookout for great deals, while avoiding thoughtless, impulse buys that only lead to more clutter.

2. Omnichannel All the Way – When we surveyed the BR Family in our recent Holiday Shopping Survey, we found that almost three-quarters were planning to take a hybrid shopping approach this holiday season. They are not alone. Shoppers are blending channels to fit their lifestyle and find the best deals. They’re comfortable showrooming, or checking out the product in person only to buy online for a better price, often times from a competitor. Conversely, they’re also webrooming, shopping and researching digitally and then going to a brick-and-mortar location to make the final purchase. Especially for higher ticket items, shoppers do still want to see, touch and test it before they buy it.

3. Digital Discovery – The holiday shopping journey is proving to be more intentional with what’s happening before the items even make it to the shopping cart. Shoppers are using AI, reviews and social like never before to research and vet their holiday purchases. As they seek the perfect gift, they’re also using those same digital platforms for inspo. Reading recommendations of creators and peers helps shoppers feel their gifts will be as thoughtful and personal as they hope.

4. Gift Cards are a Gift – As shoppers look for practical, personal gifts, gift cards are consistently rising to the top of the gift purchase list. While they may historically have an “after thought” perception, gift givers are recognizing gift cards allow the recipient to get exactly what they need at a place perfect for them. Gift cards are also an easy way for shoppers to stick to their holiday budget.

5. Personalization is about the Person – Shoppers aren’t looking for unique ways to put a person’s name on something just to check the personalization box. Personal gifts put the person first. Thinking about their life and how the gift can make that person’s life a little richer. Giving the gift of self-care is high on the list of providing a personal experience. It allows the recipient to indulge in a way they may not choose for themselves, but very much appreciate. Self-care has a wide range of gifting options with choices like journals, candles, massages and skin/beauty care on the top of many holiday shopping lists.  

6. Experience is everything – There’s an old saying – you can’t take it with you when you go. Instead of accumulating more things, people are longing for more memories and meaningful experiences. Holiday shoppers are looking for ways to deliver. Food is high on the experience list, along with entertainment options like movies, theater and amusement parks. And when looking at the data, this is one place our BR Family is in lockstep with the US pop – 50% have experiences on their holiday wish list.  

7. Support your local business – When it comes to meaningful gifting, where the gift comes from also matters. Shoppers are searching out small, locally owned businesses to spend their hard-earned dollars. Keeping dollars local is a way of ensuring their money stays in the community. It’s also an easy way to align your values with the business you’re shopping at. Locally owned businesses are often a great place to find artisan or handmade gift options made with locally sourced resources or ingredients, another important consideration for holiday shoppers this season.

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Don’t Just Take Our Word For It

In our recent Holiday Survey of the BR Family, we asked respondents to tell us about their most meaningful gift. Here are some of our favorite responses:

Nandini Biswas, Creative Director – Hand illustrated comic poster because of the thought and detail that went into it.

John Blair, IT Support Administrator – Guitar he received as a child because it showed him how much his parents supported his passions.

Pete Cook, Senior Copywriter – A trip to Europe because it was from his grandmother and it was so unexpected.  

Kevin McKernan, Account Supervisor – First CD player because it made his room his spot – a place uniquely his – and while it spoke to his love of music, it became so much more than that. It became an experience.

Manda Thompson, Associate Creative Director – Curated gift basket of local items she’s able to use all year long because the person took the time to think of what she would use and like, but yet she was unlikely to buy for herself.