The Future Of Gift Shopping Is Virtual

According to a new report by Kaspersky, virtual presents and personalised greetings are highly popular for the 2025/2026 holiday season, with streaming service subscriptions and gaming credits topping users’ lists.

An inevitable part of what is increasingly becoming a digital world, virtual gifts are rapidly transforming from a novelty into a mainstream phenomenon. This survey comes just in time for gift-giving, with the global survey uncovering the true popularity of digital presents and revealing which virtual gifts are capturing consumers’ hearts.

Only a quarter of respondents remain fully committed to the traditional approach, preferring physical gifts over their digital counterparts and having no plans to change their minds in the near future. 32 per cent of respondents had already adopted digital gifting, while an additional 16 per cent hadn’t done so yet – but were willing to try. 28 per cent of people admitted they’d likely purchase digital presents in the future but weren’t quite ready to make the leap this year.

The younger generation (18 – 34) proves to be the true pioneers of virtual gifting, with 63 per cent planning to purchase digital presents this holiday season. Of these digital natives, nearly half (46 per cent) have already presented virtual gifts. The older generation (55+) demonstrates the opposite trend, remaining firmly rooted in tradition, with almost half (46 per cent) expressing their preference for physical presents.

Experts warn that despite the multiple benefits of virtual gifting, several security risks, such as fake online shops or phishing links, exist beneath the surface and recommend that users stay attentive and apply security protection.

Netflix, Not Sweaters, Beat The Chill 

According to the survey, nearly two-thirds of respondents, who had ever considered buying digital gifts, voted for streaming services and platforms like Netflix and Spotify, demonstrating how entertainment has become the ultimate digital gift. In second place were gaming credits and subscriptions, which captured 40 per cent of the vote. The leaderboard continued with online courses, which were chosen by 34 per cent of respondents. E-book subscriptions secured 31 per cent of the spotlight, while creative software like Photoshop and Illustrator accounted for 28 per cent of the votes.

Along with entertainment subscriptions, the digital wellness category is gaining popularity, with popular gifts including fitness subscriptions and psychology or meditation services.

While fitness subscriptions have attracted some attention from digital gift buyers (25 per cent), mental wellness services remain less popular, with only 17 per cent of respondents expressing interest in them.

Think Before You Click 

While subscriptions have emerged as the most popular and convenient digital gift options, the holiday shopping season brings heightened risks that consumers must navigate carefully. As more people rush to purchase streaming services, gaming credits, and online courses as last-minute presents, cybercriminals are exploiting this surge in activity with increasingly sophisticated phishing schemes.

With the help of AI, scammers can create convincing fake websites, fraudulent emails, and misleading pop-ups that mimic legitimate subscription services, taking advantage of holiday shopping urgency and excitement. To make your gift shopping safer, use a security solution with an AI-powered anti-phishing component, which will prevent clicking on malicious links and secure your payments.

Santa Goes Virtual

Personalised video or audio greetings – from Santa Claus or celebrities – and digital postcards emerged as equally popular choices, each garnering 21 per cent of votes. These innovative presents offer the opportunity to create truly unique and deeply personal messages that stand out from generic gifts. However, Kaspersky experts are keen to remind users that some of these services request too much personal data, casting doubts on their credibility.

1 In 3 Gift Security Software

Interestingly, nearly one-third of respondents view digital life protection software not just as essential security tools, but as thoughtful gifts. Security solutions, password managers, and even VPN subscriptions have evolved beyond simple utilities into coveted gifts that provide both practical protection and peace of mind. These digital safeguards can seamlessly integrate with any existing device or digital present, creating a comprehensive package that addresses the growing need for online safety.

“It’s heartening to see that interest in cybersecurity solutions is growing, as this reflects a deeper understanding that protecting our loved ones’ digital lives has become an essential form of care and responsibility. This shift indicates that now cybersecurity isn’t just about protecting your own data—it’s about creating a safer digital space for those we care about,” comments Marina Titova, Vice President for Consumer Business in Kaspersky.