Christmas gifts 2026: warmth, shared time and little joys

Illustration of a wrapped gift beside a fir branch and a candle. — AI illustration

Which gifts will find their way into gift bags this Christmas? Estonia does not yet have a published ranking of gifts for Christmas 2026, but the available data offers clues. Consumer surveys from late 2025, major retailers' gift recommendations and online searches help us look ahead. Together, they suggest eight trends that could shape this year's Christmas gifts.

1. Practical gifts for everyday enjoyment

Practicality matters when choosing a gift. People do not want to give or receive items that end up gathering dust on a shelf after the holidays. According to Lidl Finland's 2025 Christmas survey of around 1,000 respondents, a typical Finn spends about €150 on Christmas gifts. Respondents who bought Christmas presents at grocery stores most often chose chocolate and sweets (67 percent), toys (31 percent), gift cards (29 percent), cosmetics (22 percent), and clothing and footwear (21 percent). A useful everyday item or a quality treat remains a dependable Christmas gift.

2. Time together and gift cards

Illustration of two mugs and a board game on a table. — AI illustration

A similar picture appears elsewhere in Europe. In Deloitte's 2025 Christmas survey in Austria, which polled 500 respondents, the most frequent gifts were gift cards (30 percent), cash (27 percent), time spent together (26 percent), toys (25 percent), and cosmetics and perfumes (18 percent). Gift cards and time together suit people of different ages and do not leave extra clutter at home.

3. An experience paired with something small to unwrap

People increasingly value time together, but still like to have something to hand over when exchanging Christmas gifts. According to Deloitte's 2026 US holiday retail survey, 50 percent of respondents plan to give an experience gift, and 79 percent of that group also include a physical gift. Lidl Finland's survey highlighted a similar pattern: people often wish for experiences, gift cards, or money for themselves, while buying practical items for others. Adding a small wrapped gift to a shared sauna evening, concert or dinner brings both wishes together.

4. Thoughtful gifts and a few words of your own

Etsy's 2025 holiday trends overview highlighted personalised and custom-made items. People notice when a gift has been chosen with them in mind. A small engraving, a message knitted into the fabric, or a handwritten card turns even a simple everyday object into something memorable.

5. Warm wool for long, cold winters

Illustration of wool socks and mittens beside a window in winter. — AI illustration

In the northern winter, warmth is always appreciated. Stockmann's Father's Day gift recommendations feature scarves, hats, knitwear, and indoor slippers. Search data in Estonia also shows rising interest in wool socks, leather card holders, and sauna hats ahead of December. A warm woollen gift comes into its own in cold weather.

6. Sauna evenings and quiet comfort at home

Illustration of a sauna bench, birch whisk and steam, with a snowy forest outside the window. — AI illustration

Sauna culture is an important part of life in our region. The smoke sauna tradition in Võromaa was inscribed on the UNESCO Intangible Cultural Heritage list in 2014, followed by Finland's sauna culture in 2020. During the dark autumn and winter months, people look for ways to bring calm and warmth into their homes. Sauna accessories, natural soaps, and Estonian-made candles, including granulated wax candles, are popular choices for making winter evenings cosy.

7. Books by local authors and gifts from small Nordic makers

Consumers care increasingly about who made their gift and where it comes from. According to ERR, ten of the 15 bestselling books at Rahva Raamat at the end of 2025 were written by Estonian authors. In crafts and design as well, buyers value the work of small makers in Estonia, Finland, and other European countries, along with short supply chains.

8. Board games and a little humour for long holiday evenings

Alongside practical items, there is always room for playfulness at Christmas. Alongside books and music, Rahva Raamat's Christmas recommendations feature board games that give the whole family something fun to do together. Small lighthearted extras, such as socks with a fun pattern or message, are popular too.

Choosing a gift with a little less December stress

Judging by consumer surveys and search trends, a good Christmas gift does not have to be complicated or expensive. People value practical gifts made from natural materials that they can use straight away, with clear information about who made them.

We keep these trends in mind as we put together the NordicFeel range. We plan to include merino wool socks with forest animal motifs, pine-tar soap from the Estonian maker Nurme, handmade chocolate from the Finnish maker Goodio, sauna accessories, and leather card holders.