How men and women in the U.S. differ in gift-giving habits

Key findings:

• Women in the U.S. are more likely than men to buy gifts across most relationships (e.g. friends: 52% vs. 38%) and occasions (e.g. weddings: 53% vs. 45%).
• Both men and women prioritize occasion, closeness, and budget when choosing gifts, though women are more likely to consider each factor.
• Men are more likely to give electronics (16% vs. 11%), sports equipment (8% vs. 6%), while women over-index across most other categories.

Gift-giving is shaped by more than just personal taste, it reflects relationships, social expectations, and the types of moments people choose to mark. Data from YouGov Profiles explores how men and women in the U.S. approach gifting, from who they buy for and when, to what influences their decisions and the types of gifts they choose.

Overall, the data suggests a shared structure in how people think about gifting, but different levels of participation and emphasis between men and women.

Women gift across a broader range of relationships

Women are more likely than men to report buying gifts across most types of relationships. While both groups are equally likely to buy for a spouse or significant other (50% each), differences emerge beyond that.

Women are more likely to buy for friends (52% vs. 38%), parents (43% vs. 35%), and adult children (34% vs. 24%), with similar gaps seen in extended family and younger age groups.

This pattern suggests broader engagement across social circles rather than differences tied to a single relationship type. Additionally, men are more likely than women to say they do not buy gifts at all (21% vs. 13%).

Gift-giving trends: Life events and social moments see higher participation among women

Differences also appear in the types of occasions that prompt gift-giving.

Women are more likely than men to report buying gifts for a range of life events and social moments, including milestones such as weddings (53% vs. 45%) and graduations (47% vs. 38%), as well as moments like the birth of a child (41% vs. 28%) and expressions of appreciation (33% vs. 26%).

The gap is particularly pronounced for events such as baby showers (54% vs. 29%) and bridal showers (39% vs. 17%), potentially due to them being more gendered in participation.

Gifting insights: Occasion, relationship, and budget underpin gift decisions

Men and women prioritize similar factors when deciding what gifts to buy. The occasion is the top influence for both groups (69% of women vs. 62% of men), followed by closeness to the recipient (59% vs. 49%) and budget (59% vs. 45%).

Women are more likely than men to take the recipient’s preferences (51% vs. 37%) and the usefulness of the gift (45% vs. 35%) into account.

While women are consistently more likely to cite each factor, the overall hierarchy remains consistent, pointing to a shared decision-making framework centered on context, relationship, and cost.

Men over-index in a narrower set of gift categories

Across both men and women in the U.S., the most commonly purchased gifts tend to be everyday, widely applicable items. Food and drink tops the list (45% of women and 36% of men), followed by vouchers or gift cards (42% vs. 34%), clothing and accessories (43% vs. 30%), and toys and games (36% vs. 28%). Books and personalized gifts also rank relatively highly for both groups.

Men, by contrast, are more likely to over-index in a smaller number of categories. Electronics (16% vs. 11%), DVDs/CDs/Blu-rays (8% vs. 7%), and sports equipment (8% vs. 6%) are among the few areas where men are more likely than women to give these as gifts.

Gift-giving may follow the same underlying rules for everyone, but in practice, women are more likely to engage across a wider social and emotional landscape, while men’s participation is more selective.

Methodology:

YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between April 2025 and April 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in the US and weighted by age, gender, education, region, and race.

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