What’s Changing — How Gen Z Is Redefining Holiday Marketing
- Gen Z is becoming a dominant force in holiday spending: for 2025, spending plans among Gen Z holiday shoppers remain strong despite economic uncertainty. (Business Insider)
- Their buying behavior combines digital fluency with a desire for authenticity, value, and meaningful experiences — not just flashy ads or generic promotions. (Marketing Dive)
- Key patterns among Gen Z shoppers this season include:
- Heavy reliance on social‑media and influencers for gift inspiration and discovery. (Marketing Dive)
- Strong interest in deals, discounts, value offers, and thoughtful spending rather than over‑the‑top holiday extravagance. (HeyGen)
- Willingness to blend online and in‑store shopping (omnichannel), rather than purely online or purely brick-and‑mortar. (JPMorgan)
- Growing use of AI tools, chatbots, and smart search/price‑comparison engines to help with holiday gift research, price hunting, and decision‑making. (Retail Dive)
Because of these shifts, holiday marketing is moving away from traditional “big sale + mass‑market push” models — and toward more personalized, value-driven, socially informed, and experience‑oriented strategies.
Case Studies: Brands That Are Adapting (or Could Adapt) to Gen Z Holiday Trends
Case Study 1: Urban Outfitters — Community‑Driven Holiday Gifting & Wishlists
- Urban Outfitters’ 2025 holiday activity was shaped by direct feedback from its “UO Insiders” community: over 10,000 Gen Z shoppers. Among the insights: ~54% said they use wish lists to share and propose holiday gift ideas. (Marketing Dive)
- The brand responded by partnering with a design‑platform (e.g. a “wishlist template” tool) — enabling users to create and share personalized wish lists with products already curated for the holiday season. (Marketing Dive)
- Urban Outfitters also combined online tools with real‑world events: creator- / celebrity‑led experiences and community events aligned with holiday product promotions. (Marketing Dive)
Why it works: It blends social proof, peer influence, personalization, and community — all values Gen Z expects — instead of just loud, traditional holiday advertising.
Case Study 2: Retailers Using Social Media & Influencers — e.g. Best Buy and Creator‑Led Holiday Campaigns
- Some retailers are leaning heavily into “creator storefronts”—online pages where influencers curate and promote holiday products directly to followers. Best Buy (in 2025) reportedly doubled its number of creator storefronts and partnered with hundreds of influencers for the holiday campaign. (Marketing Dive)
- These campaigns often rely on short-form video formats, native‑shopping integrations, and “social proof” — which aligns with Gen Z preferences for discovery on platforms like TikTok, Instagram, Snapchat. (youappi.com)
Why it works: It meets Gen Z where they spend time online, speaks their “language,” and uses creators they trust. Rather than hard-sell, it feels more authentic, relatable, and socially validated.
Case Study 3: Brands Embracing Value, Purpose & Ethical / Sustainable Messaging — Example from 2025 Holiday Season
- According to marketing‑trend research, Gen Z is particularly responsive to holiday campaigns that emphasize value, shared experience, connection, sustainability or ethics, rather than opulence or excess. (HeyGen)
- Rather than focusing on “flashy holiday glamour,” some brands are shifting toward marketing centered on “realness” — meaning, simple experiences, emotionally resonant messaging, authenticity, and thoughtful gifting. (Yahoo)
Why it works: Gen Z tends to be more socially conscious, financially prudent (in uncertain economies), and values-driven — making them less likely to respond to extravagant holiday fluff, more to meaning, connection, and purpose.
Expert Commentary & What This Means for Marketers / Brands
Comment 1 — Holiday Marketing Must Evolve from “Push” to “Engage & Co‑Create”
Gen Z doesn’t respond as strongly to overt holiday promotions. Brands need to shift toward co-creation, letting Gen Z shape the narrative (wish lists, community feedback, social‑media input). Campaigns built around shared values, transparent pricing/value, and social‑media relevance resonate more.
Comment 2 — Omnichannel + Digital + Real‑World Blend Wins
Even though Gen Z is “digital‑native,” many still value in‑store experiences — pop‑ups, social events, interactive shopping, “IRL + digital” hybrid formats. Brands that combine convenience (online) with experiential retail (offline) are best positioned.
Comment 3 — Social & Influencer Marketing as Key Drivers of Holiday Sales
Social media platforms and creators wield disproportionately strong influence over Gen Z purchase decisions. Holiday campaigns that leverage creators, user-generated content, native shopping flows (TikTok Shop, Instagram Shop), and short‑form video — tend to outperform traditional ad‑driven campaigns.
Comment 4 — Value, Authenticity, and Ethics Are Not “Nice to Have” — They Are Central
With inflation and economic pressures, Gen Z shoppers scrutinize value: deals, discounts, quality, meaning. Holiday marketing that signals value — not just cost but emotional value (community, gifting purpose, sustainability) — tends to drive higher engagement and loyalty.
Comment 5 — Brands Will Need to Use AI, Data & Personalization as Baseline Expectations
Gen Z is already using AI tools, chatbots, and price‑comparison tech during holidays; they expect convenience, tailored recommendations, smart gift‑finding, and personalized shopping journeys. Brands that integrate AI-powered tools into their marketing and sales — chatbots, recommendation engines, dynamic pricing — will be better equipped to meet these expectations.
What Brands Should Do — A “Gen Z–Friendly Holiday Playbook”
If a brand wants to target Gen Z this holiday season (or holiday seasons ahead), here’s a practical checklist:
- Start with listening — build campaigns around real feedback / community data. Use surveys, social‑media listening, user wishlists, community input, to shape offerings and messaging.
- Use social media + creators + native shopping channels. Short‑form video, authentic creators, native check‑out flows (TikTok Shop / Instagram Shop) — not just static ads.
- Offer value — discounts, deals, flexible payment, honest pricing + perceived emotional value (gifting, community, sustainability).
- Blend digital convenience with experiential retail: pop‑ups, in‑store events, hybrid campaigns (online + offline), especially for gift‑related shopping.
- Leverage personalization and AI tools — chatbots, recommendation engines, holiday gift‑finders, wishlist tools — to reduce friction and make gift discovery easy.
- Focus on authenticity, purpose, values — sustainability, ethics, social responsibility, narratives that resonate with Gen Z’s worldview.
- Here’s a detailed case‑study + commentary breakdown on how Gen Z is reshaping holiday marketing — and what brands are doing (or should do) to adapt.
Key Trends: How Gen Z Is Redefining Holiday Marketing
- Digital-first, socially-influenced shopping
- Gen Z relies heavily on social media and creators for inspiration and product discovery.
- Platforms like TikTok, Instagram, and YouTube are now primary sources for gift ideas, reviews, and promotions. (marketingdive.com)
- Value-oriented and purpose-driven purchasing
- Gen Z seeks authentic experiences, sustainable products, and value for money, rather than luxury or extravagance.
- They respond well to brands demonstrating ethical values, social responsibility, and purposeful marketing. (heygen.com)
- Omnichannel shopping habits
- While digitally savvy, many still enjoy in-store experiences — pop-ups, immersive displays, and experiential retail — blended with online convenience.
- AI-powered recommendation tools and chatbots are increasingly used for gift discovery. (retaildive.com)
Case Studies: Brands Adapting to Gen Z Holiday Trends
Case Study 1: Urban Outfitters — Community-Driven Wishlists
- Urban Outfitters involved its “UO Insiders” community in holiday campaigns, allowing users to create and share wishlists.
- Combined online curation with real-world events and influencer collaborations.
- Impact: Leveraged social proof, peer influence, and personalization, aligning with Gen Z expectations for co-created experiences. (marketingdive.com)
Case Study 2: Best Buy — Creator-Led Holiday Campaigns
- Partnered with influencers to create “creator storefronts” featuring curated gift selections.
- Short-form video, native shopping integrations, and social proof were key campaign drivers.
- Impact: Reached Gen Z directly where they spend time online, creating authentic, socially validated recommendations. (marketingdive.com)
Case Study 3: Sustainability & Purpose-Driven Marketing
- Brands emphasizing sustainability, ethics, and emotional value over extravagance resonated with Gen Z.
- Messaging focused on experiences, thoughtful gifting, and meaningful connections.
- Impact: Built loyalty and engagement among socially conscious Gen Z consumers. (heygen.com)
Expert Commentary & Insights
- Shift from “push” to “co-create” campaigns
- Gen Z expects to shape campaigns, provide feedback, and engage with brands, rather than be passive recipients.
- Omnichannel engagement is key
- Effective campaigns combine online tools, AI-powered discovery, and in-store experiences.
- Social & influencer marketing drives purchases
- Authentic creators and short-form content are far more persuasive than traditional advertising for Gen Z.
- Value and authenticity are essential
- Economic pressures make this generation prioritize deals, meaningful experiences, and brand values.
- AI and personalization are table stakes
- Chatbots, recommendation engines, and AI gift-finders enhance convenience and improve customer experience.
Brand Playbook for Gen Z Holiday Marketing
- Listen & co-create: Use surveys, social media, and communities to shape campaigns.
- Engage influencers: Short-form video and creator storefronts can amplify reach and authenticity.
- Emphasize value & purpose: Focus on deals, sustainability, and meaningful gifting.
- Blend online & offline: Pop-ups and experiential retail combined with e-commerce increase engagement.
- Leverage AI & personalization: Gift-finders, chatbots, and recommendation engines improve convenience and personalization.
- Digital-first, socially-influenced shopping