Rethinking Christmas: Less stuff, more substance
Christmas gifting habits are shifting — and fast. According to the IPA’s 2025 Christmas Consumer report, 47% of UK adults plan to spend less time on screens this festive season, with Gen Z (64%) and Millennials (57%) leading the charge. That same report shows over a third plan to take a break from social media altogether.
But this move from digital habits isn’t just about screen fatigue, it’s reflective of a broader rethink about how people want to spend their time, money, and energy during the holidays.
With the cost-of-living crisis still shaping spending decisions, sustainability concerns shaping what we buy, and a growing desire for more meaningful connection, people are rethinking what makes a good gift — and what makes a good Christmas.
Experience gifting: The rise of memory-making
In 2025, more people are choosing to give experiences over physical items. Think concert tickets, pottery classes, weekend escapes, or even just time spent together.
Why? Because experiences create stories — and stories last longer than stuff. Research consistently shows that experiential purchases lead to more enduring happiness than material ones.
“We had a year where we didn’t buy presents for family but we purchased experiences, so we got tickets to see Rob Beckett with my brother and sister in law, we got tickets for my mother in law to go and see her favourite Strictly dancer in their show, we got tickets for a theatre show for my father in law – we have so much stuff, sometimes it is about doing things with the people you love.” – Emma, Director of Client Services
This trend also taps into a growing desire to unplug. After a year of AI hype and digital fatigue, people are realising how the value of human connection, now more than ever.
Handmade, second-hand, and heartfelt
Handmade gifts are making a comeback — but not in a Pinterest-perfect way. It’s about authenticity: homemade chutneys, handwritten letters, framed photos, or supporting local makers at Christmas markets.
Platforms like Vinted are booming, and second-hand gifting is no longer niche. Mintel and Snoop found that 25% of gift buyers purchased refurbished or second-hand items for Christmas 2024, and 38% did so during Black Friday.
“A hand-knitted Christmas decoration is probably the most personal gift I’ve received. You can tell how much time and care went into making it, and every year I hang it up in my room.” – Ellie, Project Executive
Even big brands are leaning into this shift, with “crafted” packaging and messaging that celebrates care over cost — think of supermarkets highlighting ‘hand-finished’ festive ranges or beauty brands emphasising small-batch, natural, or artisan-inspired gifting collections.
TikTok creators are also driving the handmade movement — this video is a great example of how DIY gifting is resonating with younger audiences.
Food as a form of giving
It’s not just what’s under the tree — it’s what’s on the table.
Pre-prepared festive food from brands like M&S and Waitrose is helping people spend less time cooking and more time connecting. Vypr’s research shows that 75% of consumers are concerned about food waste, and 70% plan to use leftovers creatively.
Food is becoming a gift in itself; whether it’s a homemade cake, a shared meal, or a dish brought to a gathering. Even the viral £195 M&S beef wellington reflects this shift: indulgence, yes, but also a desire to treat loved ones without spending hours in the kitchen; so, more time together.
“Christmas food is the best food of the year in my opinion, starting with the Christmas sandwiches that come out in November, and I love a baked camembert!” – Molly, Fieldwork Manager
Connection over consumption
Whether it’s handmade gifts, shared meals, or experience vouchers, the theme is clear: connection matters more than consumption.
Some people are even replacing Secret Santas with charitable donations — choosing to “buy two and pass one on,” or support causes instead of giving novelty gifts.
This year, Angelfish Opinions is taking the same approach. Instead of traditional Secret Santa gifts, the team are donating essentials and festive treats to Cheltenham Open Door, a local charity supporting vulnerable people in the community.
This isn’t just a trend — it’s a reflection of deeper cultural values. After years of uncertainty, people are prioritising time, care, and community.
The most thoughtful gift of all?
In 2025, thoughtful gifting isn’t about spending more — it’s about giving with intention. Whether that’s a handmade card, a shared experience, or a simple meal, the most meaningful gifts are the ones that bring people closer.
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