The Future of Gift Shopping: Half of Holiday Shoppers Plan to Give Digital Presents This Christmas, Kaspersky Report Reveals
Digital gifting is rapidly becoming a mainstream trend, with nearly half of holiday shoppers planning to give virtual presents this Christmas, according to new findings released by Kaspersky. The report highlights a clear shift in consumer behavior for the 2025/2026 holiday season, driven by the growing integration of digital services into everyday life and changing preferences across age groups.
Kaspersky’s latest survey shows that only one quarter of respondents remain fully committed to traditional physical gifts, with no intention of switching to digital alternatives in the near future. Meanwhile, 32 percent of participants have already embraced digital gifting, while an additional 16 percent said they have not yet tried it but are open to doing so. A further 28 percent indicated they are likely to purchase digital gifts in the future, although not during the current holiday season.
The trend is particularly strong among younger consumers. Respondents aged 18 to 34 emerged as the leading adopters of virtual gifting, with 63 percent planning to buy digital presents this Christmas. Nearly half of this group, or 46 percent, have already given virtual gifts in the past. In contrast, older consumers aged 55 and above remain more attached to traditional gifting, with almost half of them, 46 percent, expressing a clear preference for physical presents.
Streaming Subscriptions and Gaming Credits Top Digital Gift Choices
According to the survey, entertainment-related subscriptions dominate the digital gifting landscape. Nearly two-thirds of respondents who have considered buying digital gifts selected streaming services such as Netflix and Spotify as their top choice. Gaming credits and subscriptions ranked second, attracting 40 percent of respondents, followed by online courses at 34 percent.
E-book subscriptions were chosen by 31 percent of participants, while creative software tools such as Photoshop and Illustrator accounted for 28 percent of votes. The findings indicate that digital gifts are increasingly viewed as practical, personalized, and aligned with modern lifestyles, particularly among young adults, who are three times more likely to gift a streaming subscription than a traditional item such as clothing.
In addition to entertainment, digital wellness is gaining traction. Fitness subscriptions appealed to 25 percent of digital gift buyers, reflecting growing interest in health-focused services. However, mental wellness offerings, including psychology and meditation platforms, remain less popular, with only 17 percent of respondents expressing interest.
Personalized Digital Greetings Gain Popularity
Personalized digital content is also emerging as a favored gifting option. Video or audio greetings, whether from Santa Claus or celebrities, as well as digital postcards, each received 21 percent of votes. These formats offer a more personal and creative alternative to generic gifts. However, Kaspersky experts caution that some services providing personalized content may request excessive personal data, raising concerns about privacy and credibility.
Cybersecurity Risks Shadow the Rise of Digital Gifting
While digital gifts offer convenience and flexibility, Kaspersky warns that the surge in online shopping during the holiday season increases exposure to cyber risks. Fake online stores, phishing links, and fraudulent subscription offers are becoming more sophisticated, often using artificial intelligence to imitate legitimate services and exploit shoppers’ sense of urgency.
Kaspersky advises consumers to remain vigilant, verify the authenticity of websites and emails, and use security solutions with AI-powered anti-phishing capabilities to avoid malicious links and protect online payments.
Security Software Emerges as a Thoughtful Digital Gift
Interestingly, nearly one in three respondents said they would like to give or receive cybersecurity products as gifts. Security software, password managers, and VPN subscriptions are increasingly seen not only as essential tools, but also as thoughtful presents that provide peace of mind and long-term protection in an increasingly digital world.
Commenting on the findings, Marina Titova, Vice President for Consumer Business at Kaspersky, said:
“It’s heartening to see that interest in cybersecurity solutions is growing, as this reflects a deeper understanding that protecting our loved ones’ digital lives has become an essential form of care and responsibility. Cybersecurity today is no longer just about protecting your own data, but about creating a safer digital environment for those we care about.”
The study was conducted by Kaspersky’s market research center in November 2025 and included 3,000 respondents from 15 countries, including Argentina, Chile, China, Germany, India, Indonesia, Italy, Malaysia, Mexico, Saudi Arabia, South Africa, Spain, Turkey, the United Kingdom, and the United Arab Emirates.