Young Brits lead a shift towards health-focused Christmas giving

New research from Aviva reveals a festive trend that could help to boost the nation’s health, with younger generations driving a move away from material gifts towards experiences and wellbeing.^[1]

As Christmas approaches, wellbeing is firmly on the agenda. More than half of UK adults (58%) say they are prioritising their own mental wellbeing and stress reduction this festive season.

But it’s not just about self-care, as people are also thinking about how they can support others. From gifting experiences to offering practical help, Aviva’s research shows a growing movement towards giving that nurtures health and happiness.

Across all age groups, around two in five UK adults (41%) plan to gift shared experiences rather than physical items this year. For younger generations, this preference is even stronger, with over half of Gen Zs (57%) and Millennials (59%) choosing gifts such as meals out or cinema trips.

Wellbeing focused gifts from spa days to fitness activities are also gaining popularity. Almost four in ten adults (38%) say they are likely to give gifts that support mental or physical health, rising to 59% among Gen Zs and 56% of Millennials.

Practical help is emerging as another meaningful present. A third of respondents (33%) say they plan to give a ‘gift of time’ this year, such as babysitting, cooking, cleaning or DIY assistance. Again, younger generations lead the way, with 54% of Gen Zs and 52% of Millennials most likely to offer this kind of support. This builds on an upward trend: in the past, over a quarter of people (26%) have given wellbeing gifts, and one in five (20%) have gifted practical help.

When it comes to what people want to receive, experiences are high on the wish list. Two in five respondents (40%) say they’d like an experience-based gift, with Gen Zs (56%) and Millennials (51%) showing the strongest preference.

For time-poor generations, practical help is particularly appealing: 13% of Gen Zs and 10% of Millennials say the best gift they could receive is someone lending a hand with everyday tasks.

The benefits of wellbeing gifting are clear. Of those who have received a wellbeing or practical gift in the past, nearly all (96%) experienced one or more positive health benefits. Around two in five (44%) said that it improved their mental health, while two in five (40%) said that it helped reduce their stress. Around a third said that it helped improve their physical health benefits (36%). A similar number (32%) said that it helped strengthen their relationships.

This spirit of care extends beyond gift-giving. Over a quarter of people (26%) plan to check in on neighbours this Christmas, while around one in five (18%) will invite someone who might otherwise be alone. The same proportion intend to do something kind for a stranger or their community, and 13% are volunteering. Charitable giving is also strong, with 28% planning to donate.

Dr Subashini M. Medical Director, Aviva UK Health, said: “Aviva’s research shows a positive generational shift in how we give. Younger generations are leading the way, choosing gifts that support our health and wellbeing. When we give gifts that nurture health and balance, we’re not only supporting loved ones today, but we’re also helping to build a healthier, happier society for tomorrow. After all, the greatest gift we can share is our health.”

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References:

^1. _{The research was conducted by Censuswide, among a sample of 2,000 national rep consumers (18+). The data was collected between 04.12.2025 - 08.12.2025. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council. [↑]}

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