Read time: 7 mins
Picture this: It’s Christmas morning. Your partner hands you a beautifully wrapped box. You tear through the paper, your heart racing with anticipation. Inside? Not a new smartwatch or designer handbag-but an envelope. And inside that envelope? Two tickets to see your favorite artist live in concert next summer.
Do you feel disappointed? According to our latest research, probably not. In fact, you’re more likely to remember that concert long after the latest tech gadget has been replaced or relegated to a drawer.
This is the new reality of holiday gifting in Canada-and the data tells a fascinating story.
Key Takeaways
- 45% of Canadians are dedicating at least half their holiday budget to experiences over physical gifts
- Millennials are leading the charge: 47% are spending more on shared experiences than last year
- 51% dream of gifting a luxury vacation when budget isn’t a constraint
- Restaurant gift cards are the #1 experiential gift at 28%-but 59% aren’t gifting experiences yet
- The social media factor: 55% of Gen Z believe trip reveals get better reactions than photos of physical gifts
- The practical twist: Despite the enthusiasm, 76% still choose a $300 retail gift card over a $200 weekend getaway
The Numbers Don’t Lie: Canadians Are Rewriting the Holiday Playbook
We surveyed 1,233 Canadians across every province, from Gen Z to Boomers, to understand what’s really happening under the tree this year. What we discovered isn’t just a trend-it’s a fundamental transformation in how Canadians think about value, connection, and joy.​
The Budget Split: Where the Money’s Actually Going
When we asked Canadians how they’re dividing their 2025 holiday budgets between physical gifts and experiences, the results painted a clear picture of change in motion:
- 32%Â are still going all-in on physical gifts (toys, tech, clothing)
- 23%Â are allocating 75% to gifts, 25% to experiences
- 25%Â are splitting it evenly: 50/50
- 10%Â are leaning heavy into experiences: 25% gifts, 75% experiences
- 10% have gone full experiential: 100% experiences, zero physical gifts​
That means 45% of Canadians are dedicating at least half their holiday spending to experiences-from concert tickets and spa packages to travel vouchers and dining experiences.​
But here’s where it gets really interesting: the generational divide is stark.
Among Gen Z and Millennials, a remarkable 46% are choosing the 50/50 split or leaning even more toward experiences. Compare that to Boomers, where a solid 43% are still committed to 100% physical gifts-the highest of any generation.​
Atlantic Canada is bucking the national trend, with 43% sticking entirely to physical presents (likely influenced by more traditional gifting cultures and tighter budgets). Meanwhile, Ontario leads the experiential charge, with 28% of residents increasing their spending on shared moments compared to last year.​
The Philosophy Shift: “We Already Have Too Much Stuff”
When we dug deeper into the why behind these choices, Canadians revealed something profound about changing values.
34% of respondents said they want to give “memories because people already have too much stuff.”​
This isn’t just millennial minimalism talking. This sentiment is highest among-you guessed it-Millennials at 45%, but it’s present across all age groups. Even 28% of Boomers agree that memories trump materialism.​
On the flip side, 41% still prefer giving “things people can unwrap and hold,” showing that tactile tradition hasn’t disappeared-it’s simply sharing the stage with a new philosophy centered on experience and connection.​
And then there’s the practical crowd: 25% are giving cash or gift cards so recipients can “choose their own joy.” This peaks at 36% among Boomers, who clearly value autonomy and flexibility over curation.​
The Takeaway?Â
Canadian gifters aren’t abandoning tradition-they’re expanding what gifting means.
Spending Trends: Who’s Opening Their Wallets Wider?
Here’s the million-dollar question: Are Canadians just talking about experiences, or are they actually spending more?
The answer: It depends on your generation.
When asked if they’re spending more or less on shared experiences (family outings, dinners, trips) compared to 2024:
- 9% are spending significantly more (+20%)
- 14% are spending slightly more
- 44%Â are spending about the same
- 18% are spending less
- 14% aren’t spending on experiences at all​
That’s 23% spending MORE on experiences year-over-year-a significant uptick. But the generational breakdown is where the story gets juicy:
Millennials are going ALL IN: A jaw-dropping 47% (22% significantly more + 25% slightly more) are increasing their experiential spending. Gen Z follows at 45%.​
Meanwhile, Boomers are pulling back: Only 9% are spending more, while 22% say they’re not spending on experiences this year at all.​
Men are outspending women on experiences: 30% of men report increased spending compared to just 16% of women. Interestingly, women are more likely to maintain the same spending levels (43% vs. 45% of men), suggesting stability rather than reduction.​
 The Dream Gift: What Canadians Really Want (Budget Aside)
We asked Canadians to imagine money was no object: “If you could give your family one unforgettable gift this year, what would it be?”
The winner? A luxury vacation-by a landslide.
51% chose travel as their ultimate dream gift. And the gender split here is fascinating:​
- 56% of women dream of gifting a vacation (significantly higher)
- 47% of men prefer vacations-but 19% lean toward front-row concert/sports tickets (vs. just 11% of women)​
Home makeovers are surprisingly popular, especially in Atlantic Canada (30%) and among Boomers (23%), suggesting practical, nest-focused gifting still resonates strongly.​
Tech gadgets remain the choice of 23% of BC residents-the highest in Canada-and appeal more to men (18%) than women (11%).​
The insight? When constraints disappear, Canadians overwhelmingly choose shared experiences and transformative moments over things-but the type of experience is deeply personal and demographic-specific.
What Experiential Gifts Are Canadians Actually Buying?
Dreams are one thing. Reality is another. So what are Canadians actually purchasing when they go experiential?
Top 5 Experience Gifts Canadians Are Giving This Year
- Restaurant Gift Cards (Fine Dining) – 28%​
- Concert / Theater / Sports Tickets – 15%​
- Spa / Wellness Packages – 15%​
- Airline / Hotel Travel Vouchers – 11%​
- Classes (Cooking, Art, MasterClass) – 5%​
But here’s the kicker: 59% aren’t planning to gift any experience vouchers this year.​
That’s a massive opportunity gap. Despite the philosophical shift toward experiences, the majority of Canadians still haven’t translated intention into action.
Millennials are the exception: They’re gifting across the board at significantly higher rates than any other generation:​
- 37% are gifting restaurant cards
- 32% are gifting spa/wellness packages
- 25% are gifting concert/sports tickets
- 20% are gifting travel vouchers​
This cohort isn’t just talking the talk-they’re walking the walk (and booking the flights).
The $300 vs. $200 Test: What Canadians Actually Choose
Now for the reality check.
We presented Canadians with a direct trade-off: Would you rather receive a $300 gift card to your favorite retail store (Amazon, Sephora, Best Buy) OR a $200 voucher for a weekend getaway experience?
The result? 76% chose the retail card.​
Even among the experience-loving Millennials and Gen Z, the majority (73% and 85% respectively) still opted for the higher-value, more flexible retail option.​
What does this tell us?
Despite the aspirational appeal of experiences, tangible value and personal choice still win when there’s a direct financial trade-off. Canadians aren’t anti-stuff-they’re pro-value. And when a $300 card offers more purchasing power and flexibility than a $200 fixed experience, pragmatism prevails.​
Women are slightly more open to the experiential trade (26% vs. 22% of men), suggesting they may place marginally higher emotional value on getaways.​
The Instagram Effect: Are Experiences More “Shareable”?
In our hyper-connected, social-media-saturated world, we wanted to know: Does “shareability” influence gifting decisions?
We asked: “Be honest: Do you feel that posting a ‘Trip Reveal’ or ‘Concert Ticket’ on social media gets a better reaction than posting a photo of a physical gift?”
30% said yes-experiences are more shareable.​
But the generational divide here is massive:​
- 55% of Gen ZÂ believe experiences get better reactions
- 54% of Millennials agree
- Only 13% of Boomers think experiences are more shareable
And here’s the twist: 59% of Canadians don’t post gifts on social media at all-a number that skyrockets to 78% among Boomers.​
The takeaway? While younger Canadians are influenced by the “Instagram-worthy” factor, the experience economy is not solely driven by social media clout. The desire for meaningful moments transcends the need for likes and shares.
Timing Is Everything: When Will These Gifts Be Used?
For those gifting travel or tickets, we asked: When do you expect the recipient to use them?
The most popular answer? Open-ended / No specific date – 63%​
Canadians value flexibility. They want to give the gift of experience without the pressure of rigid timelines.
Among those with defined timeframes:​
- 19% expect early 2026 usage (Jan-Mar)
- 9% anticipate summer 2026
- 9% are gifting for immediate use (December holiday break)​
Millennials favor near-term experiences: 32% expect early 2026 redemption, and 15% are gifting for immediate December use-significantly higher than other generations.​
Boomers prefer flexibility: A whopping 78% leave timing open-ended, reflecting a desire to avoid logistical complications.​
What This Means for Brands, Marketers, and Businesses
If you’re in hospitality, travel, entertainment, or retail, these findings should fundamentally shape your 2025-2026 strategy.
For Hospitality & Dining
Restaurant gift cards are already winning-but 72% of Canadians still aren’t gifting them. Focus your holiday marketing on making dining experiences giftable, shareable, and accessible. Partner with platforms that simplify purchase and redemption.​
For Travel & Entertainment
Millennials are your primary audience. They’re spending more, gifting more, and valuing experiences more than any other cohort. Craft campaigns that emphasize flexibility, personalization, and social shareability.
For Retailers
Don’t panic-your gift cards still dominate. But consider hybrid offerings: partner with experience providers to create “gift card + experience” bundles that bridge both worlds.
For Market Researchers
This data underscores a critical insight: consumer behavior is nuanced and contradictory. Canadians say they want experiences, dream about vacations, but choose retail cards when value is on the line. Effective research must capture both aspiration and action.
🔮 The Bottom Line: The Future of Gifting Is Hybrid
The 2025 holiday season reveals a profound truth: Canadians aren’t abandoning physical gifts for experiences-they’re creating a new, hybrid gifting culture where both coexist, each serving different emotional, practical, and relational needs.
Memories are the new luxury. But practicality, value, and choice still matter deeply.
The brands that will thrive in this evolving landscape are those that understand this duality-offering both tangible and experiential value, empowering consumers to gift in ways that feel personal, meaningful, and flexible.
As we move deeper into this decade, one thing is certain: the most valuable gifts aren’t always the ones you can hold in your hands-they’re the ones you carry in your heart.
FAQs
Yes. Our survey of 1,233 Canadians shows that 45% are allocating at least half their holiday budget to experiences over physical gifts. However, this represents a diversification of spending rather than a wholesale abandonment of traditional gifts. Canadians are expanding their gifting palette, not eliminating it.
Millennials are leading the charge, with 47% spending significantly more or slightly more on shared experiences compared to 2024. Gen Z follows closely at 45%, while Gen X shows more moderate increases (16%) and Boomers are relatively stable or decreasing experience spending (9% increase vs. 22% not spending on experiences).
Restaurant gift cards for fine dining top the list at 28%, followed by concert/theater/sports tickets (15%), spa/wellness packages (15%), airline/hotel travel vouchers (11%), and classes like cooking or art (5%). However, 59% of Canadians aren’t gifting any experience vouchers, revealing a significant gap between aspirational and actual purchasing behavior.
Despite the appeal of experiences, 76% of Canadians chose the higher-value retail option in a direct trade-off scenario. This reflects a practical preference for tangible value, personal choice, and flexibility. Canadians want experiences, but they value purchasing power and the autonomy to decide how to use a gift card.
While 30% of Canadians believe experiences get better social media reactions than physical gifts, only 59% actively avoid posting gifts on social media altogether. Among Gen Z and Millennials, social shareability is more influential (55% and 54% respectively), but it’s not the primary driver of experience gifting across all demographics. The desire for meaningful moments transcends social media validation.
23% of Canadians reported spending more or significantly more on shared experiences (family outings, dinners, trips) compared to 2024. This represents meaningful growth, but the majority (44%) are maintaining the same spending levels, suggesting adoption is still in its early stages.
Millennials are the most active and highest-spending segment for experiences, making them a primary target. However, different generations have distinct motivations: Gen Z responds to social media influence, Gen X prioritizes convenience and value, and Boomers focus on quality and flexibility. A segmented approach will maximize effectiveness across all age groups.
63% prefer open-ended timing with no specific date, valuing flexibility. Of those with defined timeframes, 19% expect early 2026 usage (Jan-Mar), 9% anticipate summer 2026, and 9% expect immediate use during the December holiday break. This flexibility is particularly important to older generations (78% of Boomers prefer open-ended timing).
Restaurant gift cards are the #1 experience gift at 28%, yet 72% of Canadians aren’t gifting them-revealing massive untapped potential. Focus on making dining experiences shareable, seasonal, and hassle-free. Consider partnerships with gift card platforms, promotional bundles with beverage experiences, and targeted marketing to Millennials and Gen Z who are most likely to purchase.
The trend appears sustainable, driven by fundamental shifts in consumer values rather than temporary phenomena. The emphasis on “memories over materialism” (34%), concerns about overconsumption (“people already have too much stuff”), and the generational desire for connection suggest this is a structural change in Canadian gifting preferences rather than a cyclical fad.
Retail gift cards still dominate (76% preference), so retailers maintain a strong position. The key strategy is hybrid offerings: partner with experience providers to create bundled “gift card + experience” packages that bridge both worlds. Offer tiered value options that allow consumers to choose based on their budget and preferences.
While inflationary pressures shaped consumer behavior, experience gifting became a way to provide perceived higher value (a meaningful memory) without necessarily higher costs. Brands offering value-driven experiences and flexible redemption options resonate with budget-conscious consumers who want to maximize the emotional impact of their gifts.
Ontario leads the charge with 28% of residents increasing spending on shared experiences. Atlantic Canada shows more traditional gifting patterns, with 43% sticking entirely to physical gifts. This regional variation suggests that marketing strategies should be localized based on demographic and cultural differences.
Methodology
This survey was conducted in December 2025 by Zamplia and The Logit Group, polling 1,233 Canadians across all provinces and territories. The sample was balanced by age, gender, and region to ensure national representativeness. Data was collected via an online survey with respondents aged 18-65+. Statistical significance testing was applied to identify meaningful differences between demographic segments.
About This Research
This survey was conducted in December 2025 by Zamplia and The Logit Group, polling 1,233 Canadians across all provinces and territories. The sample was balanced by age, gender, and region to ensure national representativeness. For more information about our market research capabilities, contact us Zamplia.com.
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