Holiday Reflections 2025: What Americans Are Hoping For in the Year Ahead

As 2025 comes to a close, many Americans are looking back on a year defined by both change and recalibration. In a recent SightX survey of 100 U.S. adults, respondents shared how 2025 shaped their priorities, and how they’re planning to approach the holiday season.

The goal: understand the emotional, cultural, and economic undercurrents heading into one of the most meaningful moments of the year.

The Study 

• Respondents: 100 U.S. adults (general population)

• Gender: 53% female | 46% male | 1% non-binary

• Mean age: 49.3 (Median: 44)

• Regions: 20% Northeast | 27% Midwest | 36% South | 17% West

• Household income: Ranged from < $25K to $200K+, with the largest groups between $0–75K

A Year Marked by Change and Resilience

When asked to reflect on 2025, most respondents didn’t describe a year of calm. Instead, they reported navigating financial shifts, health changes, evolving relationships, and new priorities.

The top personal themes of 2025:

• 54.7% experienced financial stability or challenges
• 36.8% navigated health and wellness shifts
• 27.4% saw changes in living situation
• 22.1% had relationship changes
• 27.4% reported major personal or professional ups and downs

Emotionally, the year landed right in the middle:

• Emotional temperature: 3.04 average (neutral-to-slightly positive)

• Stability vs. change: Median response: “Mostly change-filled”

Their open-ended reflections hinted at how personal this year felt: puppies, milestone birthdays, renewed interest in exercise, going back to church, simply “being happy.” A patchwork of small but meaningful shifts.

Looking Ahead: 2026 Will Be a Year of Re-Prioritization

Respondents were clear about what matters most moving forward.

Top 2026 priorities:

• Health & wellness — 64.2%
• Family & relationships — 59%
• Financial security — 63.2%
• Personal growth — 41%

If 2025 was the year of responding to change, 2026 appears poised to be the year of grounding: strengthening health, shoring up finances, and investing in relationships.

How Consumers Shopped and Spent in 2025

Amid cultural and economic shifts, shopping habits also evolved:

2025 Shopping Behavior

• 48.4% reduced shopping frequency
• 41.1% increased online shopping
• 20% used more tech (apps, AI tools)
• 14.7% prioritized local businesses

Culturally, respondents said the biggest forces shaping the year included:

• Mental health awareness — 51.6%
• Sustainability — 35.8%
• Technology adoption — 26.3%
• Social justice movements — 26.3%

Economically, Americans remained cautious but not pessimistic: Sentiment averaged 3.03 (neutral).

Heading Into the Holiday Season: Meaning Over Excess

When we asked how their year would shape their holiday plans, one theme stood out loud and clear: People want connection, meaning, and rest, not excess.

How 2025 is shaping holiday behavior:

• 37.9% will focus more on gatherings
• 36.8% want more meaningful traditions
• 35.8% plan less emphasis on material gifts
• Only 14.7% plan increased travel

And for many, budgets matter:

• 53.7% expect to spend less this year
• 30.5% expect to spend the same
• Just 15.8% expect to spend more

What’s valued most this holiday season?

• Connection with loved ones — 56.8%
• Rest & relaxation — 38.9%
• Traditions & rituals — 38.9%
• Experiences over gifts — 20%

Gift-Giving Trends: Practicality + Personal Meaning

As people shop, they’re leaning toward:

• Meaningful gifts — 44.2%
• Practical gifts — 33.7%
• Experiences — 26.3%
• Fewer but better gifts — 23.2%

Top gifting strategies:

• 55.8% are looking for deals
• 24.2% are making DIY gifts
• 19% participating in group gifting

Personalization matters more than price or utility for many: Personalization importance averaged 3.5 out of 5.

The Emotional Core: What People Are Hoping for This Season

We ended by asking a simple open-ended question: “What’s one thing you hope the holiday season brings you after the year you’ve had?”

The most common responses were incredibly human:

“Peace.”
 “Financial stability.”
 “Joy for my son.”
 “Stillness.”
 “No surprises.”
 “Gratitude.”
 “Closer to my family.”

One word appeared more than any other: peace.

What This Means for Brands Heading Into 2026

For marketers, product teams, researchers, and CX leaders, these themes suggest:

1. Meaning is outperforming material. Holiday shoppers want gifts that feel thoughtful, useful, or experiential.
2. Emotional wellness is still a cultural driver. With mental health topping the trends list, brands that support calm, balance, or strength have resonance.
3. Budget-conscious consumers aren’t disengaged, just intentional. People are still celebrating; they’re just doing so purposefully.
4. 2026 is the year of personal recalibration. Expect consumers to prioritize relationships, health, and financial steadiness.
5. Connection is the currency of the season. Whether through messaging, product positioning, or customer experience, brands that create or support genuine connection will win.

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