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Based on data from more than 2,100 kids, teens, and parents across the US, UK, Germany (DE), and France (FR), the report highlights a ‘youth-first’ shopping dynamic, where kids and teens are the decision makers. If brands want a place on the 2025 wishlist, they need to act early, stay relevant, and speak ‘fandoms.’
Kate O’Loughlin, CEO of SuperAwesome, said: “Amid ongoing economic concerns, the joy of the holidays is still being prioritized by families. Parents, as always, will be the primary shoppers, but it’s the preferences of kids and teens as consumers that will drive the purchase choices as parents strive to make their families happy.
“Our data shows that wishlist lock-in and holiday shopping start long before December, allowing families to take advantage of deals and to spread the spend. To get on the list and in the cart, brands need to act early, engage with kids and teens directly, and speak the language of youth culture and fandoms.”
Christmas Starts before November
Across all markets, shopping is starting earlier – and not just by a few days:
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In the US, 49% of parents plan to start shopping by October
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In the UK, 50% of parents plan to begin before November
Kids Are the Decision Makers
This year, the data tells a consistent story: kids and teens lead, and parents follow.
Over 90% of parents say they’ll buy something from their kids’ wishlists
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When asked why they buy gifts, parents across all four countries gave the same top answer: “To make my child happy.”
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The #2 reason is almost always “It’s what my child asked for”.
Brands that only market to parents are missing the mark. To win hearts (and carts), engage young audiences directly – because they’re the ones setting the tone.
Discovery Is Now Driven by Fandoms, Not Traditional Media
Kids and teens aren’t just discovering what’s cool from ads or TV. They’re tuned into fandoms, creators, and peer culture. In other words, kids inspire kids, not adults.
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40% of US kids and teens and 1 in 3 UK/DE kids and teens say they’ll be adding something to their wishlist because of a fandom they love
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Top fandoms include Minecraft, Roblox, LEGO, and Barbie
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Across all geos, top wishlist drivers were:
Brands that align with fandom culture are more likely to be added to the wishlist.
Tech, Toys & Gaming Dominate with Luxury and Beauty Growing in Popularity
SuperAwesome’s wishlist breakdown shows that five core categories dominate across all four markets:
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Gaming: Xbox, PlayStation, Minecraft, Roblox lead across ages
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Tech: Apple, Samsung, Sony, and Nintendo are most wanted
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Toys: LEGO and Barbie still top the charts for under-10s
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Fashion/Sportswear: Nike, Adidas, Puma, and Zara are teen staples
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Beauty/Luxury: Gen Alpha is showing early interest here, particularly in the teen cohort
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Beauty brands like Rare Beauty, e.l.f., Charlotte Tilbury
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Luxury names include Gucci, Dior, Louis Vuitton
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A Second Spending Wave Has Emerged
Even after the gifts are unwrapped, kids keep spending.
To earn a place on the 2025 wishlist – and in the basket – brands must act early, speak directly to kids and teens, and stay present well into the new year.
This generation isn’t waiting for brands to tell them what’s cool. They’re defining it through fandoms, peer trends, and category-first preferences in gaming, tech, toys, and fashion. To connect, brands must show up in the culture, not just on the shelves.
With over a third of kids globally still undecided on what they want this year, there’s still time to earn a spot. But wait too long, and they could miss the moment.
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