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They’re moodboarding their self-care hauls in September, but waiting until Cyber Monday to check out.
That means your holiday campaign strategy needs to start way earlier than you’d think. Brands aren’t just competing for Gen Z's holiday dollars; they’re competing for their attention months before they ever hit purchase.
According to Mintel, 58% of Gen Z eagerly seek out special products that celebrate holidays. The path to winning their business begins with nurturing the early birds in spring, not November. In a holiday season shaped by inflation and tariffs, your opportunity lies in transforming everyday wellness products into coveted gifting experiences that justify their price tag through limited-edition collaborations, seasonal packaging, and thoughtful bundling that makes wellness feel special, not just necessary.
Unlike previous generations, Gen Z begins their discovery journey months earlier, creating an extended opportunity for brands.
They’re quietly researching holiday gift options. Reddit users, especially, are 64% more likely than non-users to begin researching holiday gifts as early as spring, building mental wishlists and tracking potential purchases across platforms.
As summer winds down, Gen Z's research shifts from casual browsing to more intentional consideration. TikTok shopping content surges 190% from pre-Halloween to post-Halloween as users begin actively comparing options and seeking validation for potential purchases.
Despite months of research, Gen Z typically falls into the 59% of consumers who shop closer to the occasion. According to Mintel, 45% say they often wait for Black Friday or Cyber Monday deals before committing.
Gen Z doesn't suddenly wake up on Black Friday with a burning desire to gift jade facial rollers and adaptogenic mushroom elixirs.
What's fascinating is that despite being digital natives who discover and research online, when it comes to the actual moment of purchase, Gen Z seamlessly blends digital and physical worlds. That makes the reach and frequency of content all the more important. Aim for a surround sound content strategy that hits them from multiple touchpoints, so that when their months-long digital research journey finally brings them into a physical store, the decision to buy feels effortless.
For wellness and personal care brands especially, this extended timeline isn't merely a marketing calendar adjustment. You're either in Gen Z's consideration universe months before they walk into a store or open their laptops, or you simply don't exist when gift-giving time arrives. While producing “oddly satisfying” skincare application videos in August or a "What's in My Bag" influencer campaign in September might not drive immediate sales, ultimately, they keep your brand top of mind for holiday wishlists, regardless of where the final purchase happens.
The wellness brands that truly understand this mindset shift will win Gen Z's holiday spending power, regardless of economic headwinds. Because when budgets tighten, Gen Z doesn't necessarily spend less on gifts. They plan to spend $1,638 on average—more than twice what Boomers ($681) will shell out—even as a concerning 60% report anxiety about holiday-related debt. They’re just more discriminating about which brands deserve their dollars.
A whopping 86% of Gen Z agree that social media isn't just a time-sink—it's their essential shopping companion. As they swipe through videos showcasing how to make the perfect dirty soda or watch a "Get Ready With Me" featuring the season's must-have serum, these digital natives are actually curating holiday shopping lists in real time.
While the “For You Page'” might spark initial interest in that luxe supplement powder or sustainable skincare set, Gen Z doesn't stop at the first swipe. Customer reviews (40%) are the next most influential factor because nothing beats a real person's unfiltered opinion about whether a product actually lives up to the hype.
For this reason, we may see a resurgence of dupe culture as high inflation makes more shoppers budget-conscious, especially if it works just as well (or better) than the original.
The quest for authenticity continues beyond TikTok tutorials and Amazon reviews. According to Reddit (the ultimate hub of unvarnished opinions), 1 in 3 shoppers who first discovered products on independent review sites, Amazon, or Google made a deliberate pit stop at Reddit for deeper research.
So take their process seriously and make sure you’re showing up in these valuable conversations. Take a peek at conversations on r/Skincare_Addiction or r/HubermanLab. Are you using the same language to describe your product benefits as your desired audience? It could be time to revisit your product benefits or revise your campaign messaging.
In the world of wellness gifting, it's about showing you truly see someone's self-care journey and want to be part of enhancing it.
Today’s beauty and wellness lovers aren’t just buying for themselves, they’re curating care packages, stuffing stockings, and looking for gift sets that feel both personal and polished. This audience lives for seasonal drops, whether it's mini versions made for stockings, limited-edition scents or shades, or exclusive bundles that feel like a modern-day gift-with-purchase.
Take Touchland’s Power Mist Gift Set or Moon Juice’s Sleepy Magnesi-Om with the matching handblown glass. These were all over it-girl gift guides last year—and for good reason. They're functional, aesthetic, and just the right amount of extra.
And don’t underestimate the power of bundling. Rhode nailed it with their lip gloss-meets-phone case combo. It’s practical, personal, and packed with thoughtful details (like that cushy grip). It feels intentional, not like an afterthought or throwaway freebie.
Or go big. AG1’s limited-edition New Year set was a whole vibe. Product, chic shaker, minimalist scoop and canister, and a cheeky “Morning Person” hat, all in their bold, signature teal. It sold a routine, not just a product. Plus, it was made for that unboxing moment on social.
Promote giftable sets on your owned channels early, boost visibility with paid, and don’t be afraid to get exclusive. Seeding to the right influencers can create real excitement and natural word of mouth for your product.
