The festive season will be a quieter, intentional holiday for university students, according to a research report. Economic pressure, emotional fatigue and a shift toward small gatherings is the plan this year, instead of the traditional end-of-year splurge by 18 to 25 year olds. Greg Potterton from Boo!
Campus Media said: “The big shopping baskets, big parties and big spending simply don’t match the emotional and financial reality of 2025. They’re choosing micro-gifts, micro-gatherings and micro-moments, and it is incredibly intentional.” Drawing on the findings of campus fieldwork, digital behaviour tracking and 400 qualitative touchpoints across universities, he said the trend is an end-of-year break built around emotional preservation, not consumption. • Mini-gifting: R80–R150 personalised gifts, often handmade or curated; • Experience-light celebrations: picnics, sunset walks and at-home gatherings replacing expensive outings; • Emotional minimalism: fewer plans, fewer people, less pressure; • Quiet joy rituals: skincare routines, candles, playlists, daily iced drinks, journaling.
“Instead of chasing status items, Gen Z is investing in stability, calm and connection. This mirrors a broader shift in youth culture where wellness, mental health and emotional energy rank higher than material display.” Potterton said the tough economic climate is a factor, but it is not the whole picture. For many young people, it is about designing a season they can cope with, not perform for.
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“This generation is incredibly self-aware. They know what drains them and what sustains them. Tthey are creating a festive season with less pressure and more grounding. It is a quiet rebellion against holiday excess.” With Gen Z on track to hold significant consumer influence by 2030, he said the shift sends a strong signal to brands.
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