This holiday season, shoppers are shifting toward giving fewer, more meaningful gifts that truly reflect recipients’ values and lifestyles. Eco-friendly, thoughtfully designed items are winning out—proving that a gift’s story and impact matter as much as the unboxing moment. Purposeful, quality picks are in; quick impulse buys are out.
And as many retailers prep for a slower holiday shopping season, they can’t operate with a business-as-usual mindset. At our company, a Southern California-based apparel brand, we’re curating a different kind of growth—meaningful, mindful gifting with intention.
There is a growing consumer shift toward intentional purchases—gifts that are meaningful and do good for the planet. We focus on using consciously crafted materials and practicing planet-friendly practices, and believe this new era of “intentional gifting” could redefine how consumers will shop this holiday season.
People aren’t just shopping for things—they’re shopping for meaning. We’re finding that consumers want to give gifts that reflect their values and make a positive impact.
Here are some insights and strategies that businesses can adapt to hopefully help them better connect with today’s conscious consumer.
- Do Good and Tell People About It
A company’s mission now matters as much as its product. According to TheRoundup.org, nearly 75% of consumers consider a company’s environmental or social impact before making a purchase, and 85% report that climate change awareness influences their consumption habits.
Consumers want to support brands that support something bigger than themselves. Whether that’s through sustainable production, donations, or community initiatives—if you’re doing good, it will attract those customers looking for more.
- The Unboxing Experience Matters
Unboxing is part of the emotional journey of gifting. According to Shopify’s 2025 Holiday Retail Report, 62% of shoppers say premium packaging makes a gift feel more valuable, and nearly half are willing to pay more for eco-conscious wrapping.
We’ve embraced this at HYPEACH. Our mission is to do good and feel good in all that we do. We set out to provide our signature and luxe packaging made with recyclable materials—it feels special, and it’s leaving a lighter footprint. It [creates] a moment for both the buyer and the recipient.
- Quality Over Quantity
While trends like quiet luxury and conscious consumption dominated this year, quality craftsmanship and timeless style are key. McKinsey’s State of Fashion 2025 report shows that consumers are 30% more likely to buy fewer, higher-quality items than they were pre-pandemic.
Businesses should invest in quality wherever they can. For us, that means using eco-friendly, high-quality materials that are non-toxic—and clearly sharing the stories behind those products. Transparency builds trust. People want to know where a product is made, who made it, and why it lasts.
The Takeaway
As consumer spending habits continue to evolve, the future of holiday retail isn’t about more—it’s about meaning. Shoppers are embracing intentional gifting as a reflection of their values, focusing on sustainability, design, and emotional connection.
When consumers give something thoughtful, they’re literally paying it forward in so many ways with the purchase. That’s why it’s important for retailers to understand and embrace this new philosophy of gift giving.
Marlo Hovis is the Co-founder and Chief Brand & Product Officer of HYPEACH, a Southern California-based apparel brand at the forefront of sustainable and purposeful fashion. With a vision rooted in innovative leadership, Marlo has steered HYPEACH to help transform the industry through a combination of creativity and environmental responsibility.
A passionate advocate for innovative yet mindful commerce, Marlo leverages her expertise in creative direction and product development to evolve fashion industry norms & practices. Prioritizing transparency and positive impact in every aspect of the business, her work not only appeals to a new generation of conscious consumers but also exemplifies how fashion can be a powerful force for good in the world.
Photo courtesy Hypeach
