Gen Z is the most online generation but this Christmas, they want gifts to get them outside

Gen Z, often labeled as the most connected generation, is seeking a break from their digital devices during the holiday season. According to PwC’s 2026 Holiday Outlook report, 78% of Gen Z respondents are interested in screen-free gifts such as puzzles, art supplies, and gift cards, compared to 64% among all consumers. This shift towards analog gifts is not just limited to presents, with 81% of Gen Zers prioritizing in-person activities during the holidays, and 63% valuing shared meals over gifts.

PwC’s U.S. consumer markets industry leader, Ali Furman, explained that Gen Z values tangible, personal, and social items that technology cannot fully replicate. This sentiment echoes a yearning for the 1990s, a period of economic prosperity that allowed for a "good Christmas" filled with gifts and nostalgia. Mark Beal, a Rutgers professor who has written about Gen Z, noted that Gen Zers are drawn to the allure of returning to a simpler time.

The desire for a physical holiday experience is evident in PwC’s findings, with 61% of Gen Z consumers saying that seeing decorations and feeling a holiday atmosphere in person makes the season feel genuine. This preference for in-person experiences is driving Gen Z to spend less time online, leading to a revival of analog hobbies like knitting, gardening, birding, and painting.

Arianna Lebed, creative director at advertising agency MAS, highlighted that Gen Z appreciates the finite, tactile, and lived nature of physical objects, shared meals, and in-person experiences.

Retailers are adapting to Gen Z’s preference for in-person shopping, with Target allocating $5 billion towards remodeling and opening new stores. Malls are experiencing a resurgence, with Simon Property Group launching an '80s and '90s inspired marketing campaign showcasing teenagers enjoying classic activities.

However, despite Gen Z consumers projected to spend $12 trillion globally by 2030, they are expected to reduce their holiday gift spending by 9% this year to $533, while travel spending is projected to drop 29%.