Holidays Unwrapped: Family, Fandoms and the 25′ Wishlist

Holiday spending is on the rise, and shopping is starting earlier than ever before – so how do brands ensure they have a place on this year’s festive wishlist?

In our 2025 festive deep-dive we take a look at the wishlist winners, the growing influence of fandoms, this year’s ‘must-have’ categories – and we compare what parents think kids and teens want vs what they actually want.

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In 2025, US parents expect to spend an average of $548 on gifts for their kids – up from $461 last year.

Where the Wishlist Begins (and Spend Follows)

Gen Alpha/Z know what they want and how to influence the purchase path – with 96% of US parents saying they’ll buy at least something from their child’s wishlist, and over half saying it’s their main source of giftspiration this Holiday season.

Download our 2025 report to discover how to earn a spot on the ’25 wishlist before the first gift is wrapped.

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The 2025 Holiday Opportunity

Fandom Fuel

40% of kids and teens in the US are asking for fandom-related gifts from the shows, games, and creators they love.

These aren’t fleeting trends; they’re emotional ecosystems where kids and teens feel connected, seen, and inspired.

Leveraging these emotional connections is key to earning a spot on this year’s wishlist.

Seasonal Shift

More than half of parents plan to start Holiday shopping before November.

The traditional holiday run-in remains a key moment for brands, but with Holiday shopping shifting earlier, maintaining a strong brand presence in the run-up to the festive period ensures brands stay front of mind.

Wishlist Split

Parents are confident they know what their kids and teens want this holiday season, but the data paints a more nuanced story.

In our 2025 wishlist analysis, 7 of the top 10 brands appeared on both kids’ and parents’ lists. That overlap suggests that while parents are tuned into what their kids want, kids and teens are still leading the way when it comes to shaping purchases.

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Discover the data and trends defining the 2025 festive season – and learn how to influence holiday spend before the snow starts falling.