We know what you’re thinking: summer’s only just begun, half your team are still deciding between flip-flops or hiking boots, and gingerbread lattes feel like a distant dream. But while sunscreen and swimwear may be top of mind right now, our data tells us that planning for the festive season is already well underway.
Our newly released ‘Holidays Unwrapped’ report shows that parents across the US, UK, Germany, and France are decking the halls earlier than ever before this year, while kids and teens are quietly working on their wishlists right now (or at least thinking about what might make this year’s cut).
So yes, it might feel early. But if you’re a brand hoping to earn a spot on this year’s wishlist and in the festive basket, now’s the time to show up.
Whether you’re a marketer, media buyer, brand lead, or retail partner, this year’s holiday insights are more than just a sneak peek under the wrapping paper; they’re your playbook for reaching young audiences when it matters most.
Here are some of the key trends shaping the 2025 holiday season:
From Fandoms to Fashion – Identity is Driving Spend
Fandoms have officially entered the chat.
In the US, 40% of kids and teens are asking for gifts tied to the shows, games, and creators they love. The UK and Germany aren’t far behind, with one in three wishlist decisions shaped by fandoms. Even in France, where fandom culture is less dominant, it’s on the rise, influencing nearly one in five kids and teens’ wishlist choices.
What’s clear is that fandoms are no longer fleeting trends. They’re emotional ecosystems – places where kids and teens feel seen, inspired, and socially connected. Whether it’s Minecraft, Pokémon, Marvel, or their favourite creator’s merch drop, fandom-fuelled gifting is how identity gets wrapped up for the holidays.
For brands, this is the difference between being present and being relevant. If you’re not showing up where fandoms live, you’re probably not making it onto the list!
Christmas Shopping Is Starting Earlier – And Lasting Longer
Across every market, shopping is happening earlier and sticking around longer.
In both the US and the UK, nearly 50% of parents are starting their holiday shopping before November. Germany and France aren’t far behind either, showing a similar acceleration in their timelines. This means peak influence moments are creeping earlier in the calendar, and if your brand shows up too late, you might already be out of the running.
But here’s the part many brands miss: there’s a second wave of purchases. Post-Christmas spending, fuelled by gift money and vouchers from grandparents, aunts, uncles and friends, has become an important new window. In the US, 15% of kids and teens buy gifts for themselves after December 25th. In the UK, that number is 10% which is still meaningful, especially for the luxury, fashion, and beauty categories.
If you don’t market your products into the new year and through January, you’re missing out on demand that’s already in the basket, just waiting to be spent.
Parents Think They Know What Their Kids Want, but They’re Only Partly Right
In both the US and UK, 7 out of the top 10 wishlist brands match what parents think their kids want. In France, that gap grows even wider, with only 5 out of 10 wishlist brands aligning.
That gap matters because it suggests kids and teens are discovering new brands and products faster than their parents can keep up, often thanks to social media, advertising, and peer influence. It underscores a critical point: kids aren’t just part of the purchase path – they’re leading it. With only 2–3% of kids and teens across markets saying they don’t pay attention to advertising, brands that speak to youth audiences directly aren’t just building awareness. They’re shaping the wishlist itself.
Wishlists Are Forming Earlier – But Not Everyone Has Decided
Let’s start with the numbers. In the UK, 28% of kids and teens haven’t locked in the brands they’ll ask for this year, while in the US, that number is 25%. It’s even higher in France and Germany, where 42% and 40%, respectively, are still undecided.
With around one-third of Gen Alpha/Z respondents still weighing their options, a golden window is now open for brands to show up, stay relevant, and secure a spot on the ‘25 wishlist. Among those who have settled on their wishlist items, there are some universal trends that transcend languages and borders. Whether it’s LEGO, Apple, Nintendo, or Barbie, kids and teens are drawn to brands that connect their digital and physical worlds, combining real-life fun with their online identities and social statuses.
The Wishlist is a Window Into Identity
Behind every wishlist item lies a deeper story – stories of self-expression, belonging, and growing autonomy. Whether it’s a Sephora gift card, a new iPhone, a PlayStation game, or a new LEGO set, these aren’t just “things” – they’re how kids and teens show up in the world.
Wishlists in 2025 across the US, UK, Germany, and France reveal a generation that’s digitally fluent, socially connected, and brand-conscious from an early age. That’s why early engagement, fandom fluency, and multi-touch marketing are no longer optional. Brands that move with the season, and crucially with their audience, won’t just win this in 2025. They’ll earn a chance to play a role in their ongoing journey.
Want to dig deeper into the data?
Download SuperAwesome’s full ‘Holidays Unwrapped 2025’ report and unpack the insights shaping kid and teen shopping behaviour across the US, UK, Germany, and France:
🇺🇲 US Report | 🇬🇧 UK Report | 🇩🇪 Germany Report | 🇫🇷 France Report
