How Gen Z is Shaping Christmas 2025 with Self-Care and Thoughtful Spending

Youth Now! Insights into Gen Z's Christmas 2025

As Christmas 2025 approaches, brand awareness of Gen Z's evolving holiday attitudes is crucial. A recent survey by Reaplus, focusing on the 15-29 age group, sheds light on their unique perspectives regarding this traditionally vibrant season. Surprisingly, nearly 42% of respondents view Christmas more as a day for relaxation and self-care rather than mere festivities. This shift indicates a growing split in how young people choose to celebrate, oscillating between quiet introspection and lively enjoyment.

Survey Overview

Reaplus conducted the survey titled "Christmas Participation and Consumption Behavior Among Young People" from November 10 to 17, with a sample size of 473 participants—260 men and 213 women—allowing for an insightful look into their intentions and behaviors this upcoming season.

Changes in Awareness and Trends

The findings reveal that Gen Z perceives Christmas not just as a festive occasion, but also as a time to unwind. While 41.6% of young individuals prioritize rest and self-care, 37.6% still crave joy and celebration, and 34.9% cherish creating memories. This duality suggests that brands must develop marketing strategies that cater to both quiet moments and active festivities.

Spending Trends

When it comes to financial allocations for the holiday, food and sweets top the list at 47.8%, indicating a strong trend toward culinary experiences. Gift-giving for friends and partners represents 39.6%, while self-gifting—focused on clothing and cosmetics—accounts for 28.4%. This data highlights a significant trend where spending is directed not only towards others but also towards personal indulgence, particularly in the areas of beauty and fashion. The idea of self-gifting resonates deeply with Gen Z, who are increasingly seeking ways to treat themselves within a budget of 10,000 yen. Smaller luxuries such as cosmetics and gourmet foods that enhance comfort at home are becoming essential components of their Christmas experience.

Social Media Usage

Interestingly, nearly half of the respondents (46.5%) indicated that they would not post about their Christmas on social media. Among those who do share their experiences, platforms like Instagram (27.7%), X (old Twitter - 25.4%), and TikTok (14.8%) are preferred. This shift in social media behavior suggests that users are more inclined to capture candid moments rather than artificially staged photos. Brands should therefore focus on creating environments that naturally encourage such moments rather than pushing for intentional social media interactions.

Implications for Brands

With insights drawn from these findings, brands should recognize a shift in consumer behavior and preferences among younger generations. The Christmas market is targeted less towards extravagant gifts and more towards experiences and self-care items, especially those that can enhance personal comfort—settings for a cozy Christmas at home are becoming more appealing.

To effectively engage with Gen Z, brands should consider campaigns that promote low-cost luxury items—such as cosmetics, trendy fashion pieces, and gourmet food—as thoughtful gifts for both self and others. Strategies focusing on home-centered pleasures that prioritize well-being and relaxation resonate well with this demographic.

Utilizing Youth Now

Reaplus’s Youth Now! service not only captures current trends but also helps brands analyze the underlying motivations driving Gen Z's preferences. The survey results serve as a resource for companies in need of effective marketing strategies to appeal to this demographic, encouraging them to adapt their marketing designs in line with these insights.

Conclusion

As 2025 approaches, understanding the new narrative of Christmas for Gen Z is essential for brands aiming to connect with this audience. By embracing the concepts of self-care and meaningful spending, companies can develop successful marketing strategies that appeal to the hearts and minds of young consumers.

For more in-depth insights and actionable strategies based on this survey, brands are encouraged to contact Reaplus for marketing consultations and to tap into their rich data pool.

Company Overview

Reaplus
Location: Shibuya, Tokyo
CEO: Shion Matsumoto
Founded: July 20, 2023
Services: Communication Production, Insight Services, Talent Support, and more.
Website: Reaplus