Google today released its Holiday 100 — the annual list of the most-searched gift ideas in America — and this year’s results say as much about the nation’s mood as they do about what will be under the tree. Built from billions of Google Shopping searches, the list highlights the products and categories seeing the biggest surges in interest, from red-light therapy masks to retro video game consoles.
Unlike traditional gift guides, Google’s ranking isn’t editorially curated — it’s entirely powered by search data. That makes it one of the clearest reflections of consumer intent heading into the 2025 holiday season. Early standouts include movie projectors, which saw searches skyrocket by more than 900%, along with a surge in home fitness gear, fragrance sets, and AI-powered kitchen gadgets. The top fashion searches lean toward nostalgia, with “drop-waist dresses” and “crescent bags” making a comeback.
The underlying theme: consumers are leaning toward comfort, creativity, and personal improvement — items that make everyday life feel a little more elevated or entertaining, even amid economic strain. Analysts say this signals a desire for “meaningful luxury” — affordable indulgences that balance practicality with joy.
Retailers and marketers will be watching closely. The Holiday 100 captures what people want, and shapes what they’ll buy. As Google Shopping’s director of insights noted, “search trends are now the first indicator of retail momentum.” For brands and buyers alike, the list offers a snapshot of where culture — and commerce — are heading next.
