People find comfort and joy in different ways during the holidays. The latest insights from Circana show that consumers are balancing merriment and mindfulness as they head into a peak party and gift-giving season.

It’s not a Scrooge-like era, but lingering economic pressures continue to impact shopper sentiment. Circana’s 2025 Holiday Purchase Intentions report confirms that people are actively looking for value, taking advantage of promotions and discounts. Circana projects that holiday spending will be in line with last year’s results, landing somewhere between a 1% decline and 2% growth in dollars. 

That said, consumers haven’t pulled back entirely and are adjusting to ongoing headwinds, as they have in previous disruptive years of this decade. Circana’s Chief Retail Advisor Marshal Cohen points to the current period of “invisible inflation”: shoppers know prices are higher but haven’t cut overall spending, especially during the holidays when gift-giving and fun tend to outweigh budget caution.

What, exactly, are shoppers buying this month as they continue to seek value while still wanting to spread good cheer? Circana’s 360-degree view of the current market sheds light on how sentiments are driving purchase behaviors across several industries and categories. 

Festive Feasts

Home for the holiday meal

A majority (55%) of consumers told Circana that they plan to eat their Christmas meal at home, down 3% from 2024. As for what’s on their lists and in their carts, early insights confirm that shoppers are curating their holiday baskets, favoring premium and branded items while cutting back on products that can be replaced by private label. 

Although the home fires are burning, holiday feasts aren’t always from scratch. Nearly a quarter (23%) of those who celebrate Christmas at their home or someone else’s home said they intend to order some pre-cooked or ready-to-serve items from restaurants or grocery stores. A small number (9%) will order their entire meal from a source outside of their own kitchen. 

Seasons eatings away from home

This year, 8% of holiday celebrants report that they plan to enjoy their Christmas meal at a restaurant, compared to 6% who dined away from home for the occasion last year. Restaurant traffic changes a bit during this season, too. 

Circana’s data shows that mid-scale restaurants do well around now, because they are usually open and offer family meals and catering services. In addition, chains that have a strong presence in shopping centers experience upticks in December, due to increased foot traffic.

Bringing good cheer(s)

Many shoppers are literally and figuratively getting into the spirit of the season. Beer-, wine-, and spirits-based ready-to-drink adult beverages grew in the week ending Nov. 23, posting a 5.9% year-over-year (YoY) dollar sales increase to reach nearly $191 million during that time frame.

Unboxing Gifting Trends

What’s at play in toys?

Circana’s Holiday Purchase Intents report reveals that 28% of people have toys on their shopping lists for this season. Toys have emerged as a bright spot in the weeks leading up to the Christmas and Hanukkah holidays: dollar sales of toys rose 5% YoY for the week ending Nov. 22. Trading cards and building sets are proving popular this year, especially for the adult-self gifters.

All aglow

Beauty has been a hot sector, and this holiday season is no exception. It’s a bright spot for gift giving, as consumers intend to buy more and spend more on beauty items for the winter holiday stretch, ringing up an average planned spend of $247. One-third of consumers told Circana that they expect to give beauty products as presents, a notable bump from last year. For the week ending Nov. 22, sales in the prestige beauty segment rose 9% YoY, the most out of any general merchandise category. Beauty shoppers came out for Black Friday, too, leading to a 7% YoY increase in sales for the week ending Nov. 29.

Common threads in apparel 

Although overall apparel sales dipped 3% during Black Friday week as shoppers hunted for deals, denim was one of the only growth categories. The 2% YoY sales bump during that pivotal shopping period underscores denim’s strong performance throughout 2025.

Experiences accelerate

“Intangible” gifts based on experiences may not come in big boxes, but they are becoming big hits. Circana’s Holiday Purchase Intentions report affirms that 57% of consumers plan to purchase an experience gift, up two points from last year.

Food and beverage experiences top those lists, followed by tickets to a sporting event, concert, or other musical or theater event, spa certificates, charitable donations, travel, adventure experiences and tours. In addition, 21% of people intend to buy a subscription box or service as a gift to someone else, up six points from 2024.

Good will to others

While they rush home with treasures for family, friends and others on their list, holiday celebrants are also setting aside time and resources for those in need. Circana’s latest report indicates that 69% of consumers believe that giving to those less fortunate than themselves is part of the spirit of the season. That’s up three points from last year and the highest in four years.

Entertaining the Possibilities 

Movie magic

Viewers have enjoyed holiday movies for decades. In addition to tuning in for classic shows and films, consumers are watching seasonal episodes aired on a range of linear TV channels and streaming platforms. Prime Video is one platform that has been experiencing particularly merry and bright seasons: holiday program viewing during November and December rose 50% from 2023 to 2024 following growth of 37% from 2022 to 2023. 

Viewers are tuning into several holiday films on Prime Video. Circana’s data shows that the top 10 holiday titles on Prime Video last season included the following: 

• “The Holiday”

• “White Christmas”

• “Die Hard”

• “Christmas with the Kranks”

• “It's A Wonderful Life”

• “Almost Christmas”

• “Last Holiday” 

• “Enchanting Christmas”

• “Santa Claus Is Comin' to Town”

• “Jeff Dunham's Scrooged-Up Holiday Special”

• 
  

To Grandmother’s house we go? Not necessarily

Adventure is on tap for many consumers as the celebratory season gets underway.  Many of the 42% of consumers who will travel for the holidays are headed to gatherings, but others are on vacation. Circana’s findings reveal that 12% of consumers plan to stay in a hotel, rental house, or other paid accommodation during the holidays.