Digital gifting is quickly becoming a holiday staple, with nearly half of shoppers planning to give virtual presents this Christmas, according to a new report by cybersecurity firm Kaspersky. Streaming subscriptions, gaming credits, and personalized digital greetings are emerging as the most popular choices for the 2025–26 holiday season.
As daily life continues to move online, digital gifts are no longer a novelty. Ahead of the holiday shopping rush, Kaspersky conducted a global survey to understand how consumers are embracing virtual gifting—and which options are winning hearts.
The findings show that only 25% of respondents still prefer physical gifts exclusively and have no plans to switch. Meanwhile, 32% already give digital presents, 16% are open to trying them for the first time, and 28% expect to adopt digital gifting in the near future, though not this year.
Young shoppers lead the digital gifting trend
Consumers aged 18–34 are driving the shift, with 63% planning to buy digital gifts this holiday season. Nearly half of them (46%) have already gifted something virtual. In contrast, older consumers aged 55 and above remain more traditional, with 46% saying they still prefer physical presents.
Streaming beats sweaters
Entertainment subscriptions top the list of digital gifts. Nearly two-thirds of respondents who have considered digital gifting said they would choose streaming services like Netflix or Spotify. Gaming credits and subscriptions ranked second at 40%, rising to 47% among younger users.
Other popular digital gifts include online courses (34%), e-book subscriptions (31%), and creative software such as Photoshop or Illustrator (28%). Digital wellness is also gaining traction, with 25% interested in fitness subscriptions, though mental wellness services like meditation or therapy platforms attracted less interest (17%).
Convenience comes with cyber risks
Kaspersky warns that the rise in digital gifting also increases cybersecurity risks. Fake online stores, phishing emails, and fraudulent subscription links often surge during the holiday season, especially as scammers use AI to create highly convincing fake websites and messages.
To stay safe, Kaspersky advises shoppers to double-check links, avoid suspicious offers, and use security solutions with AI-powered anti-phishing features to protect payments and personal data.
Virtual greetings gain popularity
Personalized video or audio greetings—such as messages from Santa Claus or celebrities—along with digital postcards, were chosen by 21% of respondents. While these gifts offer a personal touch, experts caution that some services collect excessive personal data, raising privacy concerns.
Security software emerges as a thoughtful gift
Interestingly, one in three respondents said they would like to give or receive cybersecurity products as gifts. Password managers, VPNs, and security software are increasingly seen as meaningful presents that offer protection and peace of mind.
“It’s encouraging to see growing interest in cybersecurity solutions as gifts. It shows that people now view digital protection as a form of care for their loved ones, not just a technical necessity,” said Marina Titova, Vice President for Consumer Business at Kaspersky.
About the study
The survey was conducted in November 2025 by Kaspersky’s market research center. It included 3,000 respondents across 15 countries, including India, the UK, Germany, China, the UAE, and South Africa.
BY- Nirosha Gupta
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