Who really drives the holiday basket?

Every generation approaches holiday shopping differently – and real purchase data helps us understand how these behaviours unfold. With over one million product scans analysed each month, YouGov Shopper captures the natural rhythm of shopping across the year: seasonal peaks, shifts around key moments, and patterns that define consumer habits.

Key insights from the data:

• Boomers lean towards classic and familiar products associated with holiday traditions.
• Generation X records the highest spending and focuses strongly on categories linked to holiday home preparation.
• Millennials are more likely to add “gift-oriented” items and seasonal extras to their baskets.
• Gen Z spends the least but stands out with a fast, convenience-driven shopping style and clear category preferences.

Why does this matter?

During the holiday season, consumers make more decisions in less time – making it easier to spot clear patterns in their behaviour. December, with its heightened activity, offers one of the most transparent views of how shoppers build their holiday baskets: where they shop, what they choose, and what ultimately drives those decisions. This clearer view helps you understand:

• which groups drive your category,
• their needs and shopping styles,
• where there’s room for growth and who is worth retaining,
• and what truly shapes their decisions – from convenience and budget to gift-related intentions.

At YouGov, we can capture these patterns, define them, and present them in clear segments that support better planning during the most demanding time of the year.

See the full picture

Watch the video to explore how different generations build their holiday baskets.
And if you’d like to understand what this looks like in your category – get in touch.