Smart shopping is in this holiday season: Nearly one in four shoppers are setting firm spending limits, according to new research.
A survey of 2,000 adults who shop online found that Americans are keeping budgets at the forefront of their mind.
More than a third (36%) are splitting at least one gift with a friend or family member — a growing trend of collaboration that stretches budgets while keeping the sentiment strong.
Millennials are the likeliest to split the cost of a gift with someone else (49%), more than twice as likely as baby boomers (23%).
Getting a Good Deal Matters Most During Holidays
According to new research conducted by Talker Research for AliExpress, six in 10 (59%) of all respondents said that getting a good deal matters more to them during the holidays than at any other time of year.
To maximize their holiday budget, Americans are searching for low prices (42%), waiting for certain items to go on sale (33%) or shopping earlier (30%) — since August or even earlier for one in seven.
On average, respondents estimate that a partner’s gift should have the highest price tag attached, averaging $206, followed by a parent whose gift should cost $169.
Siblings ($65), friends ($56) and co-workers ($38) have significantly lower caps.
“People are being more intentional with their spending this season,” said Chris Carl, head of marketing at AliExpress U.S. “They want gifts that feel personal and purposeful without going over budget. The interest in meaningful yet practical gifts shows how shoppers are adapting to new economic realities.”
The findings reveal a shift toward value-minded gifting, where thoughtfulness and resourcefulness go hand-in-hand.
More than twice the percentage of respondents prefer to gift others something more practical (57%) rather than purely fun or frivolous (25%).
Millennials are the likeliest to prefer to gift others something more practical (62%), while Gen Z is the likeliest to prefer gifting fun items (30%).
Even so, many shoppers still want their gifts to feel meaningful. One in five say the “thought counts” only if they’ve spent at least an hour searching for the right present — half of that time scrolling for inspiration, and the other half hunting for the best price.
While practicality and savings lead this year’s priorities, the emotional side of gifting remains strong.
Practical Gifts Preferred Over Frivolous Ones
More than half of respondents (52%) say they love being surprised and receiving unexpected gifts, showing that the thrill of finding something new and meaningful remains at the heart of the gifting experience.
But not all gifts are created equally. The survey found that people steer clear of weight loss or fitness products (30%), hygiene items (25%) and gag gifts or pranks (23%) — the top categories considered off-limits for the holidays.
“This mindset aligns with the way many are shopping today — looking for practical, quality gifts while staying open to serendipitous finds,” Carl added. “From unique gadgets to thoughtful everyday items, shoppers are combining surprise with savings as they curate this year’s presents.”
Off-Limit Gifts
- Weight loss/fitness products — 30%
- Hygiene items — 25%
- “Gag” gifts/prank items — 23%
- Intimate clothing — 22%
- Household items/cleaning supplies — 19%
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.