How are we gifting this holiday season: 2025 trends across four countries

“It’s the most wonderful time of the year,” as Andy Williams famously sang. It’s also the time to overthink gift lists, budgets, and whether it’s socially acceptable to buy yourself a present (spoiler alert: it is).

Naturally, we surveyed shoppers across the US, Canada, the UK, and Australia to reveal this year’s biggest gifting trends. Who’s at the top of the list? Where are people shopping? And why do so many of us ignore budgets for Secret Santa?

Here’s what we found:

Spouses are winning the holidays

Turns out, this holiday season isn’t just about the kids. In fact, across all four countries, parents have claimed the top spot on gift lists.

The UK leads with 61% of shoppers prioritizing their spouses, followed by Canada (60%) and Australia (58%). Americans aren’t far behind, with 51% making sure their spouses are well pampered.

Parents are getting plenty of love too. In the UK, 57% of shoppers are buying for mom and dad, followed by 56% in Australia and 55% in Canada, and Americans (51%) are close behind.

Kids are also still up there, but they’ve taken a back seat this year. While 59% of Brits and 54% of Aussies are shopping for their little ones, only 49% of Americans and 48% of Canadians rank them as their top priorities.

And yes, pets are also a part of our holidays joy. Americans are the most likely to shop for their furry friends (27%), with Canadians and Australians following at 24%. Meanwhile, in the UK, pets may need to settle for belly rubs.

The art of self-gifting

Let’s get this straight. Buying yourself a gift while shopping for others just makes sense. It’s efficient. It’s practical. And apparently, it’s increasingly popular.

Americans are leading the way, with 45% admitting they self-gift. Australians (42%) and Brits (41%) aren’t far behind. Canadians, ever the modest bunch, come in at 37%.

But what’s everyone buying? Turns out, that practical items on sale take the win. A solid 67% of Americans are taking advantage of holiday discounts, while 61% of Canadians and 56% of Brits are doing the same.

Then there are the indulgences – those items you know no one else would think to get you. Canadians (49%) and Brits (48%) are particularly fond of this approach. And, of course, the classic “one for you, one for me” strategy remains popular, with 25%-30% of shoppers adopting it.

Shoppers trim their budgets but keep the thoughtfulness

When asked about spending plans, responses were mixed. Some shoppers are tightening their belts, while others are going all in.

Canadians are the most cautious, with 42% planning to spend less this year, while 37% of Americans say the same. In the UK and Australia, people are more likely to maintain or slightly increase their spending, with 28%-31% planning to spend more than last year.

Across all regions, the emphasis seems to be on quality over quantity. People seem less concerned about the number of gifts under the tree and more about making each one count.

Online shopping leads, but retail stores stay strong

It’s no shock that online shopping leads the way, but physical stores remain a staple for many holiday shoppers.

In the US, 82% of shoppers are doing their holiday gift buying online, with Canadians (69%) and Brits (76%) not far behind. Australians are a little more balanced, with only 52% shopping online. Maybe they just enjoy the in-store experience more?

Let’s just say that’s a yes. Australians all about large retail stores, with 69% still shopping in-person. Canadians and Americans are keeping retail alive too, both at 60% and 59%, respectively. Even discount stores have a steady fanbase, especially in the US and Australia, where 42% of shoppers just love a good bargain.

Also, small businesses are seeing strong support in the UK (26%) and Australia (28%), as shoppers look for unique and locally sourced gifts to make their holidays extra special.

Furthermore, no shocker here, but Amazon is the platform of choice for 94% of Americans, 97% of Canadians, 92% of Brits, and 78% of Australians.

Beyond Amazon, the US has a strong showing for Walmart (63%), while eBay is big in the UK (46%) and Australia (52%). Meanwhile, platforms like Etsy are carving out a niche, especially in the UK, where 32% of shoppers are looking for something a bit more unique.

Secret Santa holds the spotlight in group gifting

Group gifting is alive and well, with Secret Santa being the most popular format.

Australians are especially enthusiastic, with 74% participating. The UK follows at 56%, while the US and Canada both hover around 50%.

Most people stick to budgets of $20-$30, but overspending isn’t uncommon. Americans (31%) and Australians (32%) are the most likely to go over budget. The reason? They want their gift to stand out. Sometimes a little extra spending feels worth it to make the holidays memorable.

Small business Saturday shopping habits

Small Business Saturday is where holiday shopping gets a little more meaningful – or at least that’s the idea. This day is all about supporting local stores, finding unique gifts, and avoiding the usual chaos of bigger retailers.

Participation varies, though. Americans lead the way, with 30% getting involved, while Canadians (22%), Brits (23%), and Australians (21%) are more sporadic about their participation.

For those who do shop small, local stores are the main draw. In Canada, 75% of shoppers hit their neighborhood shops, followed by Americans (71%) and Australians (69%). Brits are slightly more likely to shop online for small businesses, with 13% turning to platforms like, once again, Etsy.

So, why do people shop on Small Business Saturday? Most say it’s about supporting local communities. In fact, 62% of shoppers in the US, Canada, and the UK say it makes them feel good to support small businesses. Australians agree too, though slightly fewer (56%) feel the same way.

Discounts and unique finds also play a big role. Australians are especially motivated by sales (38%), while shoppers in the US, Canada, and the UK are more about those one-of-a-kind, thoughtful gifts.

How can ecommerce brands prepare for the holiday season? 

“Small businesses in particular face ongoing challenges to stand out during the holiday shopping season, especially when Black Friday and Cyber Monday are no longer day-long events but often go on for a week,” says Greg Zakowicz, Senior Ecommerce Expert at Omnisend.

“Add in more competition following the recent launch of Amazon Haul coupled with limited time and staff – which is always a struggle for small businesses – implementing email automation can be extremely impactful.”

Last year, automated messages generated 41% of email marketing sales and only 2% of sends. 

“Considering emails are sent at high-intent moments of a consumer’s shopping journey and include welcome and both browse and cart abandonment emails – these three types of email messages alone make up over 80% of all email orders,” continued Zakowicz.

“And the best part? They’re triggered by user behavior, meaning they’re sent automatically at all hours of the day and are not dependent on small business owners pushing out the messages.”