I’ve Got to Show Me Love: A Look at How Gifting Behaviors are Evolving During Special Moments
New research from Snapchat, NRG and Stagwell Group show how gift giving isn’t just about birthdays and holidays anymore but has become a personal ritual brand can tap into.
Gift giving isn’t just about birthdays and holidays anymore. For Gen Z and Millennials — especially on Snapchat — celebrating big and small moments with thoughtful gifts, shared experiences, and even a little self-love has become a year-round ritual.
We partnered with NRG and Stagwell Group on a research study among 12,016 respondents across 12 countries to explore how consumers are redefining their gifting behavior. Here were our findings:
Today, friendships and self-love are just as important to younger generations as romance. In fact, many young people prefer to see brands celebrate friendships and personal happiness over traditional romantic themes. This is evident on Snapchat, as Snapchatters share their most joyful, authentic moments with their closest connections.
Nearly 8 in 10 1 Gen Z and Millennials say it’s important to find ways to celebrate throughout the year. Whether it’s a big holiday or something as small as “National Donut Day,” everyday moments are being transformed into opportunities to connect, shop, and share. For Snapchatters, these celebrations double as fuel for creativity — 73% say holidays are one of their favorite times to express themselves 1.
Gift giving remains at the heart of how people show love. 85% want to find the perfect gift for friends and family 1, and nearly 3 in 5 keep wish lists or gift ideas year-round 1. On Snapchat, the gifting journey is highly social: 46% chat with friends or family while shopping 1, and 40% share the gifts they receive on Snapchat 1— almost twice as much as non-Snapchatters.
Gifting isn’t just for others. 71% of consumers celebrate their own accomplishments 1, and 70% purchase items for themselves to mark small moments 1— a trend even stronger among Snapchatters. From back-to-school splurges to Prime Day treats, self-gifting is a major part of how people show themselves love.
Snapchatters expect brands to inspire them, not just sell to them. Two-thirds say they want brands to bring new ideas and creativity to celebrations 1. And when brands show up authentically on Snapchat, the impact lasts: 67% of Snapchatters will recommend a product after seeing it on Snapchat 1, and 64% are more likely to buy after chatting about it with friends on the app 1. Immersive experiences like AR Lenses and Filters play a powerful role too — 1 in 2 Snapchatters say AR try-on features make them more likely to purchase gifts 1.
Looking ahead, three trends are shaping the way people shop and celebrate:
Sustainable and ethical gifts matter more than ever.
Experiences like travel and dining are taking priority over physical items.
Tech innovations like AR try-ons and AI recommendations are opening new doors for product discovery.
For brands, the opportunity is clear: spark joy, fuel creativity, and be part of the moments—big and small—that matter most.
The full report outlining this research can be found HERE.
Want to learn more about the Holiday Season on Snapchat? Contact your Snap Sales team!
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