When you think about gift-giving, you might picture neatly wrapped packages under a tree or a sentimental birthday present exchanged at a party. But for Generation Z (ages 11–26), the act of giving looks a little different. In a world of digital wallets, experiential priorities, and sustainability concerns, traditional gifting is getting a serious overhaul.

So, is Gen Z still buying presents? The short answer: Yes—but not in the way you might expect. Let’s dive into how this generation is reshaping the gifting landscape and what it means for brands.

Gen Z and Gifting: The New Rules

Experiences Over Objects

For Gen Z, memories often hold more value than material things. A study by Eventbrite found that 78% of Gen Z would rather spend money on experiences than on physical goods. From concert tickets and escape room adventures to virtual gaming subscriptions, this generation sees gifting as an opportunity to share experiences, not just things.

Digital-First Gifts

Forget boxed items; Gen Z is all about digital gifting. Popular options include streaming service subscriptions, gift cards for apps or games, and even NFTs (non-fungible tokens) for the crypto-savvy. Digital presents are practical, immediate, and align with their tech-driven lifestyles.

Sustainability is Key

Unlike older generations, Gen Z is deeply concerned about the environmental impact of their purchases. Gifts made from sustainable materials, second-hand items, or even “gifts of impact” like donations to causes, are highly appealing. Brands that emphasize sustainability in their messaging and products are much more likely to win over these eco-conscious shoppers.

Thoughtfulness > Price Tag

Gen Z isn’t impressed by how much a gift costs—they care more about the thought behind it. Personalized or handmade items that show effort often win out over flashy, expensive presents. This aligns with their desire for authenticity and meaningful connections.

Why Gen Z’s Gifting Habits Matter for Brands

If Gen Z’s approach to gift-giving is different, brands need to adapt their strategies to stay relevant. Here’s how businesses can meet the expectations of this influential demographic:

Market Experiences Alongside Products

Brands can tap into Gen Z’s love for experiences by pairing products with opportunities. For example, selling a cookbook with access to a virtual cooking class or bundling a fitness tracker with free wellness app subscriptions can make a gift more appealing.

Embrace Sustainability

Highlight eco-friendly practices in your products or packaging. Showcase carbon-neutral shipping, use recycled materials, or partner with social impact initiatives to capture Gen Z’s attention.

Personalization is Everything

Offer customizations that allow shoppers to add their own flair to gifts. Whether it’s engraving a name, designing a unique pattern, or creating a curated gift box, personalization makes gifts feel more meaningful.

Go Big on Digital

Make digital gifting seamless. Promote gift cards, e-vouchers, and digital downloads as easy, thoughtful, and hassle-free options. Bonus points for incorporating gamification or AR/VR experiences into your products or gifting platforms.

Gen Z’s Influence on the Gifting Industry

The traditional gifting season may be changing, but Gen Z’s habits are influencing how the entire industry operates. Retailers are rethinking packaging, delivery methods, and the type of products they offer to cater to this generation. Digital marketplaces, resale platforms like Depop, and subscription-based services are also seeing significant growth as Gen Z reshapes gifting trends.

So, Are Gen Z Still Buying Presents?

Yes, but they’re redefining what gifting means. For them, a present isn’t just about the item—it’s about the story, the thought, and the impact behind it. This shift doesn’t mean gift-giving is going away; it’s evolving into something more intentional, creative, and reflective of modern values.

For brands, this is an exciting opportunity to innovate and connect with a generation that values meaning over materialism. Whether it’s crafting eco-friendly products, offering personalized options, or embracing digital-first solutions, the key is understanding that Gen Z doesn’t see gifting as “less.” They just see it differently.

As the holidays approach, ask yourself: Is your brand ready to meet Gen Z’s gifting expectations?

Want to Learn More?

Is your brand ready to tap into the new gifting trends driven by Gen Z? At Insights in Marketing, we specialize in helping businesses understand what matters most to today’s consumers. Let us help you connect with Gen Z and build strategies that resonate in this evolving marketplace.

Contact us today to explore how we can make your brand unforgettable in this new era of gifting.