Nostalgia Goes Viral: What’s Driving Holiday Shopping in 2025

If your social feeds are filled with plaid pillows and “vintage Christmas” decor, you’re in good company. This holiday season, shoppers are feeling nostalgic and social media is giving those timeless vibes a fresh, viral edge.

According to recent RetailMeNot data of over 1,000 U.S. adults*, 40% of shoppers say nostalgic or viral holiday trends are shaping their buying decisions. But the real story is who’s driving the movement.

• Millennials are leading the throwback charge: 58% have purchased (or plan to purchase) based on these cozy, old-school trends – think Ralph Lauren Christmas and ’90s holiday nostalgia.
• Gen Z is a little more about aesthetic inspiration than action – 37% are buying, while 35% are just saving ideas and curating their dream decor boards.

Expect to see plenty of vintage-inspired sweaters, retro ornaments, and timeless home décor hitting stores (and feeds) this season. Retailers are tapping into the trend, so keep an eye out for sales on classic plaid and vintage holiday styles.

This year’s decorating trends are less about modern minimalism and more about meaningful tradition. Nearly 3 in 10 shoppers (29%) say they’re opting for classic and nostalgic decor, beating out modern & minimal (21%) and fun & festive (19%).

Shop vintage-inspired marketplaces or resale platforms for one-of-a-kind holiday decor. Not only are they trending, but you can often score nostalgic finds for a fraction of retail prices.

TikTok is no longer just a source of inspiration, it’s shaping what goes in shoppers’ carts. Nearly half (49%) of consumers say the platform influences at least some of their holiday purchases, a sign that shopping on social platforms is here to stay.

• Gen Z leads: 40% say about a quarter of their buys come from TikTok, and 31% admit half or more of their shopping lists start there.
• Millennials aren’t far behind, with 21% saying most of their holiday purchases come from TikTok trends.

From viral holiday trees to seasonal coffee mugs and candles, TikTok trends move fast and deals sell out even faster. Set price alerts and check trending tags early to catch those must-have items before they’re gone.

Even nostalgia lovers are ready to move on from a few outdated holiday staples. The top traditions shoppers are ditching this year include:

• Matching family pajamas (42%)
• White Elephant exchanges (41%)
• Fruitcakes (39%)
• Secret Santa at work (36%)
• Elf on the Shelf (24%)

Shoppers are all in on cozy, classic vibes but they’re skipping the traditions that feel overdone. It’s about creating joy and connection that actually fits today’s lifestyle (and budget).

This holiday season, it’s all about balance – mixing vintage charm with modern savvy. Whether you’re leaning into nostalgic decor, scrolling TikTok for gift ideas, or chasing early deals, the trend is clear: shoppers want their holidays to feel meaningful, stylish, and affordable.

Methodology: Ziff Davis Shopping Survey, fielded on November 7-9, 2025. N= 1169