Practicality and price shape this year’s holiday gift-giving: survey

This story version has been formatted as an on-air script for broadcast outlets. See the original research story here.

SMART SHOPPING IS IN THIS HOLIDAY SEASON.

NEARLY ONE IN FOUR SHOPPERS ARE SETTING FIRM SPENDING LIMITS, ACCORDING TO NEW RESEARCH FROM ALI-EXPRESS.

A SURVEY OF 2,000 ADULTS WHO SHOP ONLINE FOUND THAT AMERICANS ARE KEEPING BUDGETS TOP OF MIND AS MORE THAN A THIRD (36%) SAY THEY ARE SPLITTING AT LEAST ONE GIFT WITH A FRIEND OR FAMILY MEMBER

MILLENNIALS ARE THE LIKELIEST TO SPLIT THE COST OF A GIFT WITH SOMEONE ELSE (49%), MORE THAN TWICE AS LIKELY AS BABY BOOMERS (23%), ACCORDING TO THE SURVEY CONDUCTED BY TALKER RESEARCH.

IT ALSO REVEALED THAT ON AVERAGE, PEOPLE SAID THAT A PARTNER’S GIFT SHOULD HAVE THE HIGHEST PRICE TAG, AVERAGING $206, FOLLOWED BY A PARENT'S GIFT, WHICH SHOULD COST $169.

IS SAVING MONEY ON YOUR MIND THIS GIFT-GIVING SEASON? WE WANT TO KNOW HOW!

Research methodology:

Talker Research surveyed 2,000 Americans who shop online who have access to the internet; the survey was commissioned by AliExpress and administered and conducted online by Talker Research between Oct. 20 and Oct. 22, 2025. A link to the questionnaire can be found here.

To view the complete methodology as part of AAPOR’s Transparency Initiative, please visit the Talker Research Process and Methodology page.