Boots full of experiences: Favorite gifts of European Generation Z

Young Europeans say memories are better gifts than objects: almost two-thirds (63%) of 18-24 year-olds spent more money on experiences this year than any other age group. Respondents were most likely to spend money on a bucket list destination (68%), a live concert by their favorite artist (53%), a special dinner (42%) or a night at a famous hotel (41%). But it’s not just the allure of events that motivates them: almost half (47%) of Gen Z spend on experiences primarily to create memories with loved ones. FOMO (fear of missing out) may also play a role in their decisions.

“The holiday season is the perfect time for European shoppers to think about what gifts they can give to bring true joy to young people,”

said Beatrice Cornacchia, Executive Vice President, Marketing and Communications, Asia Pacific, Middle East, Africa and Europe, Mastercard.

“For Gen Z, experiential gifts not only offer memorable moments, but also the opportunity to share special moments with friends and family. At Mastercard, we pride ourselves on delivering Priceless experiences that connect people and last a lifetime.”

While 55% of Gen Z would love to see a big-name musician perform in concert, 43% would find the same joy in a local artist performing. 44% would enjoy cocktails at an exclusive bar, while 50% would prefer a small, family-friendly restaurant for dinner. Additionally, 30% of respondents would like to experience the same experience multiple times in different locations.

Travel is the most sought-after experience among Gen Z: 50% want to travel more and would be willing to spend more on it. 37% and 40% of Gen Y and Gen Z members, respectively, said they would like to travel for an experience that has been on their mind for a long time. A significant number of 18-24 year olds (27%) say social media is the most influential factor in choosing a destination. After travel, concerts are in second place on the wish list (38%), while gastronomic experiences are in third place (31%).

Whether it’s exploring unknown places, exciting concerts or a special dinner, Gen Z wants gifts that bring adventure, connections and lasting memories. This fresh approach to gift giving is about shared moments and the true enjoyment of the holiday season.