A new survey of 2,000 adults who shop online points to a season shaped by tight budgets, shared costs and a desire for thoughtful but practical presents.
According to the findings, nearly one in four shoppers are setting firm spending limits. Budget awareness is driving choices from the start, shaping what people buy and how they buy it.
More than a third of respondents are also splitting at least one gift with a friend or family member to stretch their dollars while keeping the sentiment intact. Millennials do this most often, with forty nine percent saying they team up on costs, compared to twenty three percent of baby boomers.
The research, conducted by Talker Research for AliExpress, found that fifty nine percent of respondents say getting a good deal matters more now than at any other time of year. Many are searching for low prices, waiting for sales or shopping earlier. One in seven said they began shopping in August or even sooner.
Pricing expectations vary by relationship. Respondents said gifts for partners should average about two hundred six dollars. A parent's gift should cost about one hundred sixty nine dollars. Siblings, friends and co-workers fall much lower on the scale.
"People are being more intentional with their spending this season," said Chris Carl, head of marketing at AliExpress. "They want gifts that feel personal and purposeful without going over budget. The interest in meaningful yet practical gifts shows how shoppers are adapting to new economic realities."
Practicality is winning out across the board. Fifty-seven percent prefer giving useful gifts rather than fun or frivolous items. Millennials lean that way most strongly, while Gen Z remains more open to playful presents.
Even so, meaningful touches still matter. One in five say the thought only counts if they have spent at least an hour searching for the right gift.
The survey also highlights what not to give. Weight loss or fitness products top the list, followed by hygiene items, gag gifts, intimate clothing and household supplies.
"From unique gadgets to thoughtful everyday items, shoppers are combining surprise with savings as they curate this year's presents," Carl said.
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