New SuperAwesome study reveals early shopping trends, fandom-fueled decision making, and a post-Christmas spending surge shaping this year’s festive season
Holiday shopping is kicking off earlier than ever—and kids and teens are calling the shots. According to SuperAwesome’s newly released Holidays Unwrapped 2025 Report, brands looking to secure a place on this year’s festive wishlist must act fast, speak the language of youth culture, and prepare for a “second wave” of spending that extends well beyond December 25th.
Drawing on insights from over 2,100 kids, teens, and parents across the US, UK, Germany, and France, the report paints a clear picture: 2025 is a “youth-first” shopping season. Parents may be the ones swiping the credit cards, but their purchase decisions are being guided almost entirely by the wants and wishes of their children.
Kids and Teens Hold the Power
- Over 90% of parents report buying directly from their kids’ wishlists
- Top reason parents give gifts: “To make my child happy”
- Second most common reason: “It’s what my child asked for”
Kate O’Loughlin, CEO of SuperAwesome, explains:
“Amid ongoing economic concerns, the joy of the holidays is still being prioritized by families. Our data shows wishlist lock-in and holiday shopping start long before December. Brands that want to win must connect directly with kids and teens—and speak in the voice of fandoms.”
Holiday Shopping Starts Early
The study shows that the festive rush has shifted months ahead of tradition:
- 49% of US parents plan to start shopping by October
- 50% of UK parents will start before November
This early momentum allows families to spread out spending and snag deals well before the holidays.
Fandoms Are the New Influencers
Forget commercials and holiday catalogs—youth culture is now shaped by fandoms, creators, and peer-driven trends:
- 40% of US kids and teens, and 1 in 3 in the UK and Germany, say fandoms drive their wishlists
- Leading fandoms: Minecraft, Roblox, LEGO, Barbie
- Wishlist motivators: “My friends have it,” “It’s cool,” and “I saw it on social media”
For brands, aligning with these cultural currents is more effective than traditional advertising aimed solely at parents.
Tech, Toys, and Gaming Dominate, but Luxury Gains Ground
Five core categories dominate wishlists globally:
- Gaming: Xbox, PlayStation, Minecraft, Roblox
- Tech: Apple, Samsung, Sony, Nintendo
- Toys: LEGO, Barbie (especially under-10s)
- Fashion/Sportswear: Nike, Adidas, Puma, Zara
- Beauty/Luxury: Growing interest among teens, with brands like Rare Beauty, e.l.f., Charlotte Tilbury, and luxury names Gucci, Dior, Louis Vuitton
This signals a broadening scope of youth-driven gifting, with younger consumers aspiring to high-end and beauty products earlier than ever.
The Rise of the “Second Wave” Spending Window
Holiday shopping no longer ends on Christmas morning:
- 15% of US kids and teens use holiday money or gift cards to buy for themselves post-Christmas
- 10% in the UK engage in self-purchases during this extended period
This means brands that stay present and relevant into January can capture additional sales beyond the traditional season.
What It Means for Brands
- Act Early: Reach kids and teens well before November to secure wishlist placement
- Speak Fandoms: Tap into youth-driven culture, creators, and gaming communities
- Stay Visible: Post-holiday spending offers a second chance to capture wallets
- Adapt Messaging: Market directly to young audiences—not just parents
With over a third of kids globally still undecided on what they want this year, brands have a window of opportunity. But the message is clear: Gen Alpha and Gen Z are defining what’s cool—and parents are following their lead.
This article is adapted from SuperAwesome’s official press release issued on July 18, 2025.
Download the full Holidays Unwrapped 2025 report by region here:
