Gifting isn’t just about exchanging presents; it’s a deeply ingrained social ritual that reveals as much about the giver as the recipient. Behind the ribbons and bows lies a maze of motivations and societal influences. Why do we buy what we buy? What drives us to splurge on a luxury item or stick to a budget-friendly alternative?
With Valentine’s Day and Mother’s Day having recently passed (and many more gifting days coming up), gifting is a consistent opportunity for brands and retailers to make a meaningful impact. Shoppers are savvier, more selective, and increasingly influenced by what they see online. Gifting is a game of psychology, strategy, and storytelling. Brands and retailers who fail to connect with the modern shopper will quickly find themselves left behind, while those who adapt will thrive.
Strategists v deal chasers
Seasonal shoppers fall into two camps: the strategists and the deal chasers. Strategists tend to map out their budgets meticulously, often setting aside funds well in advance. However, while their spending might be premeditated, their purchases often aren’t. Social media, flash sales, and influencer-driven trends frequently determine what they buy, even for those with a careful plan. A curated gift guide featuring trending top picks can tip the scales for this group, especially if tied to themes of personalisation or sentimental value.
Then there are the deal chasers – the ones that thrive on impulse and the thrill of last-minute deals. Social commerce has made this easier than ever. User-generated content (UGC) and micro-influencers create a sense of urgency that turns casual browsing into immediate buying. And timing is everything: free shipping, same-day delivery, or well-timed discounts can make or break a purchase decision. As the season ramps up, speed and convenience are the deciding factors for this group.
And, of course, social platforms are the invisible hand guiding both types of shoppers. TikTok, Instagram, and even YouTube drive gift ideas, particularly for younger audiences. Trends become the tipping point – a trending hashtag today can mean empty shelves tomorrow. For retailers, this requires a dual approach: cater to the strategists by promoting value and convenience, while seizing moments to influence impulsive buyers.
Price, trends, and the vanishing act of loyalty
Loyalty is dead – or at least on life support. Shoppers have no qualms about bouncing between retailers in pursuit of the best deal. Promotions aren’t just nice to have – they’re expected. For those making planned purchases, discounts often seal the deal. For others, trends and social proof hold sway. Even long-loved legacy brands can lose ground to a viral product or a clever influencer campaign.
For businesses, this shift is both a challenge and an opportunity. Value is paramount, but it isn’t synonymous with being cheap. Shoppers want functionality and versatility – gifts that serve multiple purposes, offer bulk savings, or fit into sustainable living. XL packs, multi-use products, and items with energy-saving benefits are winning categories in this new landscape.
Retailers who understand this can also harness the growing “preloved economy”. Items from resale platforms like Vinted aren’t just acceptable – they’re aspirational for many younger shoppers. Brands should also lean into their unique selling points. This could mean marketing sustainability, showing how a product offers long-term utility, or proving it’s part of a larger trend.
Shoppers want their purchases to do more – save money, make a statement, or align with their values.
The emotional layer
At its core, gifting is a deeply emotional act. Whether it’s a romantic gesture on Valentine’s Day or a heartfelt thank-you on Mother’s Day, the best gifts tell a story. While price and trends dominate, there’s an underlying desire to give something meaningful. This is why products that tap into sentimentality or shared experiences resonate so strongly. A “treat yourself” mindset is also emerging in the gifting space, driven in part by the popularity of Singles’ Day. Shoppers, particularly younger ones, are increasingly comfortable prioritising themselves alongside others.
Economic pressures haven’t diminished the desire to gift; they’ve simply changed how people approach it. Many are turning to creative solutions, like preloved goods, handmade presents, or combining smaller items into curated bundles. These alternatives show thoughtfulness and effort – key drivers of perceived value, even in leaner times.
As shoppers adapt to financial realities, they’re finding ways to balance budgeting with indulgence. The brands that thrive will be those that meet them in the middle, offering products that feel both practical and personal. Whether it’s an on-trend item or something timeless, successful gifts aren’t just bought – they’re chosen with care.
The new art of gifting
Gifting in 2025 reflects the complexity of today’s shopper. It’s shaped by social media, economic conditions, and shifting priorities. Yet it remains, at its heart, a way to connect and create joy.
The challenge for retailers and brands is to understand the psychology behind the purchase. Trends may dominate headlines, but the emotional resonance of a gift is what drives its success.
This year’s gifting season isn’t just about what’s under the tree but the stories those gifts tell – of care, creativity, and a sharp understanding of what really matters to today’s shoppers.
Emma Thompson is head of agency at Golley Slater
