A December 2025 global study by Kaspersky, based on insights from 3,000 consumers

Digital presents are no longer a niche alternative—they are rapidly becoming a default choice for modern holiday shoppers. A December 2025 global study by Kaspersky, based on insights from 3,000 consumers, shows that one in every two shoppers now plans to gift something entirely virtual this Christmas, signalling a decisive shift away from physical-only gifting traditions.

What’s driving the change is not just convenience, but a redefinition of value. Consumers—especially younger generations—are prioritising access, experiences, and utility over tangible ownership.

What People Are Gifting Instead of Boxes and Wrapping Paper

Subscriptions dominate the digital gifting landscape in 2025. Entertainment services such as streaming and music platforms remain the top choice, selected by nearly two-thirds of respondents. Gaming-related credits and memberships follow closely, reflecting the continued rise of interactive entertainment economies.

Education and reading have also gone digital-first. Online learning platforms and e-books are increasingly viewed as meaningful gifts, especially for recipients seeking personal or professional growth.

Interestingly, digital wellness has emerged as a new gifting category. Fitness apps, mindfulness platforms, and mental health subscriptions are gaining traction, reinforcing the idea that self-care is now considered a gift worth giving.

Perhaps the most unexpected evolution: cybersecurity products as presents. A growing segment of consumers now sees password managers, VPNs, and security software as thoughtful, practical gifts—reflecting rising awareness of digital risks in everyday life.

A Clear Generational Divide

The report highlights a sharp age-based contrast in gifting behaviour.

Nearly two-thirds of consumers aged 18–34 plan to give digital gifts this season.

Among shoppers over 55, adoption drops dramatically, with fewer than one in three willing to move away from physical presents.

This divide underscores how digital-native generations associate value with immediacy and personalization, while older consumers still anchor gifting in tradition and tangibility.

Regional Momentum Accelerates Adoption

Digital gifting adoption is especially strong in the Middle East and parts of Africa:

Saudi Arabia leads the shift, with 70% of shoppers opting for virtual gifts.

The UAE follows closely at 65%, driven largely by younger residents.

South Africa shows steady momentum, with more than half of shoppers embracing digital presents.

These markets reflect broader trends of mobile-first commerce and high digital service adoption.

Personalisation Goes Virtual—but with Caveats

Beyond subscriptions, consumers are embracing personalised digital experiences. Custom holiday videos, celebrity messages, and digital postcards are becoming popular alternatives to traditional greeting cards.

However, Kaspersky warns that not all personalization platforms are safe. Some services request excessive personal data, creating privacy risks that shoppers may overlook in the festive rush.

The Dark Side of Digital Convenience

The surge in digital gifting has also opened new doors for cybercrime. Kaspersky researchers report a rise in AI-driven phishing campaigns designed to impersonate well-known subscription brands. These scams often peak during last-minute shopping periods, when consumers are more likely to act quickly and ignore warning signs.

Fake checkout pages, fraudulent renewal emails, and spoofed gift notifications are among the most common tactics used to steal payment credentials.

Expert advice: shoppers should rely on AI-powered security tools that can detect malicious links in real time, verify websites, and safeguard financial transactions.

Why Insight-Led Decisions Matter for Brands

As digital gifting reshapes consumer expectations, brands can no longer rely on intuition alone. This is where First Insight plays a critical role—helping retailers eliminate costly guesswork around product demand, pricing, and assortment strategies.

By embedding real consumer feedback into every decision, First Insight enables brands to:

Launch the right digital offerings faster

Price with confidence

Reduce overproduction and missed demand

Strengthen customer loyalty while protecting margins

In a market where preferences evolve at digital speed, insight—not instinct—has become the real competitive advantage.

By - Aaradhay Sharma