New research from Snapchat suggests that while Gen Z shoppers increasingly rely on digital channels for Christmas gift inspiration, traditional behaviours such as handwritten wish lists still play a notable role in their festive routines.
According to the study, 68% of Gen Z share gift ideas through messaging apps or by circulating social posts, making chat-based discovery the dominant behaviour in the run-up to Christmas.
But despite their digital fluency, 40% still prepare handwritten wish lists, indicating that analogue habits continue to hold emotional appeal.
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Snapchat says the findings challenge assumptions about Gen Z’s reliance on digital-only experiences. “The online chat is now at the heart of their Christmas shopping journey,” said Rachel Levy, Head of Retail and Lifestyle at Snapchat.
“They discover gifts through creators, then head straight into their chats to compare, share and refine their lists in real time.”
The platform reports that creator-led content remains a major catalyst for gifting decisions, with 77% of respondents citing either influencers they follow or posts from friends and family as key sources of inspiration. Meanwhile, 27% routinely forward social posts to show exactly what they want to receive.
Despite this, offline environments still matter. More than 42% of Gen Z say they find Christmas inspiration in-store, reinforcing the value of physical retail at a time when brands are scrutinising channel effectiveness. Traditional media also retains a foothold, influencing 17% of respondents.
Snapchat’s research also highlights pragmatic behaviour: many Gen Z shoppers are taking steps to avoid waste and unwanted purchases. 44% share their wish lists early, while 27% aim to minimise returns.
Levy said these mixed behaviours present an opportunity for marketers to connect channels more effectively.
“Even the most digitally native generation still values the emotional side of Christmas,” she said.
“But their decisions are shaped in fast-moving conversations. Brands that make their products easy to share, with clear pricing, links and details, have the best chance of entering those chats.”
