Decoding Holiday Gift Trends: Unveiling America's Gifting Habits

As the festive season approaches, the age-old question of what to gift our loved ones becomes paramount. According to recent research conducted by OnePoll on behalf of Spinbrush, understanding the pulse of America's gifting landscape is key to ensuring your present stands out amid the annual exchange of gifts. The survey, which interviewed 2,000 Americans celebrating winter holidays, uncovered intriguing insights into the nation's gifting traditions, preferences, and the top recurring gifts that seem to find their way under the tree every year. 

One striking finding is the shift in preferences as Americans grow older. By the age of 24, practicality becomes a prized quality in gifts, with 81% expressing a preference for items they can use throughout the year. The survey also indicated a growing focus on health during the holiday season, as 77% declared an interest in health and wellness-inspired gifts. 

Despite these evolving preferences, there's an interesting twist in the data — while Americans appreciate practicality, the average respondent admitted to utilizing only 43% of the gifts received the previous year. This prompts an intriguing consideration: when selecting a gift, should we lean towards the practical and utilitarian or opt for something we know our loved ones truly desire? 

Unveiling the top 10 recurring gifts, the list includes perennial favorites like candy/chocolate (47%), something homemade (44%), gift cards/money (46%), makeup products (37%), books (34%), and self-care items (33%). A surprise entry in the top 10 is the toothbrush (32%), suggesting a growing inclination towards health-conscious gifting. 

Digging into gifting traditions, the survey found that 61% of respondents have a traditional gift they give, while 64% have one they receive every year. Opening one present on Christmas Eve (45%) emerged as the top gifting tradition, closely followed by allowing one person to distribute gifts from the Christmas tree (45%) and opening presents at midnight on Christmas (44%). 

The research also highlighted the importance of holiday traditions, with a staggering 86% expressing their significance. From opening one present on Christmas Eve to hanging stockings, 57% say these traditions contribute to their excitement for the holidays.