Holidays Unwrapped 2026:Win the Wishlist Before the Shopping Starts
The holiday shopping list isn’t written in December. It’s shaped months earlier – across the games kids and teens are playing, the creators they follow, and the fandoms they love.
Parents decide what to buy, but their decisions are built on wishlists created by kids and teens, shaped via emerging platforms, fast-moving fandoms, and a revolving cast of content creators.
Holidays Unwrapped 2026 tracks where this year’s wishlists are actually taking shape so you can show up for the right audiences, in the right places.
Where Wishlists Actually Get Made
Wishlists don’t start with the holidays. They start with whatever kids and teens have been playing, watching, and following all year. A favorite game, a creator they trust, a fandom they’re part of – that’s where the excitement builds.
The challenge for brands isn’t a lack of opportunity. It’s fragmentation: the spaces where demand is created shift fast, and knowing exactly when and where to show up can make all the difference.
59% of gifts are inspired online, and 34% trace directly back to a specific fandom. With audience intelligence, brands can pinpoint exactly which fandoms and platforms matter most this year – and their audience safely across YouTube, gaming, apps, and CTV.
September Start
86% of holiday purchases happen before December. Campaigns timed for a December moment are launching after most families have already made their decisions. Knowing when to activate matters as much as knowing where.
The List Rules
70% of parents buy only or mainly what appears on their child’s wishlist. It’s not the only factor – but for most families, it’s the biggest one.
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Download our ‘Holidays Unwrapped’ report to discover the digital experiences, fandoms, and content shaping the 2026 holiday wishlist.
