Early signs show shoppers choosing more thoughtful, meaningful, and intentional gifts this holiday season.
I used to think holiday shopping was a sprint. Lists, tabs open, shipping deadlines, and that constant pressure to buy quickly—before time ran out.
But this year feels different.
Not quieter because people care less—but quieter because people are slowing down, paying attention, and asking better questions about what (and who) they’re buying.
This season feels less about buying more—and more about buying with intention.
What feels different this year
I’ve noticed a shift in the kinds of conversations people are having about gifts:
- Will this actually be used?
- Does this feel personal?
- Who made this—and does that matter to me?
- Would one meaningful gift be better than several forgettable ones?
These aren’t questions driven by urgency. They’re driven by care.
The data supports this shift
According to Deloitte’s 2025 Holiday Retail Survey, 64% of shoppers say they prefer gifts chosen from a wish list—not because it’s easier, but because they’re confident the gift will actually be used.
SurveyMonkey found that 35% of Americans identify as “vibe shoppers,” meaning they buy when something feels right—not just because a calendar or promotion tells them to.
And ICSC’s 2025 Holiday Shopping Intentions Survey reports that 92% of shoppers plan to visit physical stores this season, with a growing emphasis on experiences, connection, and tradition—not just transactions.
These are directional signals, not final holiday totals—but together, they tell a consistent story.
Thoughtful gifting isn’t about spending less—it’s about spending better
This shift doesn’t look like deprivation. It looks like discernment.
People aren’t opting out of gifting—they’re opting out of excess. They’re choosing fewer items with more meaning, and gravitating toward gifts that align with their values.
Thoughtful shopping is a values decision, not a budget decision.
Why shopping local matters even more right now
As shipping deadlines pass and online options narrow, many shoppers are rediscovering something powerful: local stores offer immediacy, connection, and meaning that no delivery window can match.
Walking into a local shop, asking a real person for a recommendation, and choosing something with a story behind it—that’s thoughtful gifting in action.
A simple approach for the final week before Christmas:
- Choose one local neighborhood or main street
- Ask shop owners what customers are loving right now
- Buy one gift card to support a business into January
- Skip filler gifts—add a handwritten note instead
Need help finding local businesses?
If you want to shop local but don’t know where to start, these directories are genuinely helpful:
- American Express Shop Small
- Main Street America Community Directory
- IndieBound (Independent Bookstores)
A final thought
If you’re reading this in the final days before Christmas, here’s my encouragement: let this be the week you choose intention over urgency.
Buy one less thing. Choose one gift that will actually be used. Support one small business whose work you believe in.
Because thoughtful shopping doesn’t end with the holidays—it’s a habit we carry forward.
The most meaningful gifts aren’t about more. They’re about care, connection, and choice.
Bring Your Own Box, Rachel
Founder at BYOB • Thoughtful choices, everyday impact
