Report · Christmas 2025
What people wish for at Christmas
We looked at the 156,945 gifts people added to their Christmas wishlists on Happy Giftlist from October 2025 to early January 2026: what they cost, which shops they come from and how many got reserved.
Since the start, 824,040 gifts have been added to 66,314 lists on Happy Giftlist, and friends and family reserved 206,087 of them.
United States at a glance
Typical gift (median price)
$25
Gifts under $25
49%
Gifts reserved by someone
18%
Most added shop
Amazon · 26%
Christmas wishlists by country
| Country | Typical gift | Under 25 | Reserved | Top shop |
|---|---|---|---|---|
| Germany | €23.95 | 53% | 27% | Amazon (43%) |
| Netherlands & Belgium | €24.95 | 52% | 25% | bol (34%) |
| France | €23.99 | 51% | 16% | Amazon (31%) |
| Portugal | €23.99 | 52% | 26% | – |
| Spain | €24.99 | 50% | 16% | Amazon (17%) |
| Italy | €29.90 | 43% | 10% | Amazon (39%) |
| Poland | PLN 74.99 | – | 35% | Allegro (30%) |
| Sweden | SEK 299 | – | 16% | Jollyroom (7%) |
| Norway | NOK 399 | – | 37% | Lekekassen (10%) |
| United States | $25 | 49% | 18% | Amazon (26%) |
| United Kingdom | £29.99 | 43% | – | – |
| Canada | CA$39.90 | 28% | – | – |
| Brazil | R$69.90 | – | – | Shopee (44%) |
Germany
- Typical gift
- €23.95
- Under 25
- 53%
- Reserved
- 27%
- Top shop
- Amazon (43%)
Netherlands & Belgium
- Typical gift
- €24.95
- Under 25
- 52%
- Reserved
- 25%
- Top shop
- bol (34%)
France
- Typical gift
- €23.99
- Under 25
- 51%
- Reserved
- 16%
- Top shop
- Amazon (31%)
Portugal
- Typical gift
- €23.99
- Under 25
- 52%
- Reserved
- 26%
- Top shop
- –
Spain
- Typical gift
- €24.99
- Under 25
- 50%
- Reserved
- 16%
- Top shop
- Amazon (17%)
Italy
- Typical gift
- €29.90
- Under 25
- 43%
- Reserved
- 10%
- Top shop
- Amazon (39%)
Poland
- Typical gift
- PLN 74.99
- Under 25
- –
- Reserved
- 35%
- Top shop
- Allegro (30%)
Sweden
- Typical gift
- SEK 299
- Under 25
- –
- Reserved
- 16%
- Top shop
- Jollyroom (7%)
Norway
- Typical gift
- NOK 399
- Under 25
- –
- Reserved
- 37%
- Top shop
- Lekekassen (10%)
United States
- Typical gift
- $25
- Under 25
- 49%
- Reserved
- 18%
- Top shop
- Amazon (26%)
United Kingdom
- Typical gift
- £29.99
- Under 25
- 43%
- Reserved
- –
- Top shop
- –
Canada
- Typical gift
- CA$39.90
- Under 25
- 28%
- Reserved
- –
- Top shop
- –
Brazil
- Typical gift
- R$69.90
- Under 25
- –
- Reserved
- –
- Top shop
- Shopee (44%)
Amazon in Germany, bol in the Netherlands
Where the wishes come from depends on the country. In Germany and Italy about four in ten gifts on a wishlist come from Amazon. In the Netherlands and Belgium bol leads with a third of all gifts and Amazon has 6%. Polish lists are full of Allegro and Empik, Brazilian lists of Shopee, and on Norwegian lists Amazon doesn't appear at all.
Secret Santa starts on 1 December
Most Secret Santa draws on Happy Giftlist were set up on December 1, 2 and 3. A typical group has five or six people. In English-speaking groups 35% of the participants added a wishlist, so the person who drew them knew what to buy.
How we counted
Based on 156,945 gifts added to Happy Giftlist wishlists between October 1, 2025 – January 10, 2026, and the Secret Santa draws set up in that period. The typical gift is the median of the prices on the product pages, per currency. Countries follow the language and currency people use on the site; Denmark and Finland had too few lists to include. The figures are totals and shares only: no personal data was used.
Journalists and bloggers are welcome to use these figures, with a link to this page as the source.