Residents of Saskatoon are redefining their holiday gift-giving traditions this season, with a noticeable shift away from wrapped boxes and toward the gift of shared moments and memories. According to observations and reports, experience-based presents are surging in popularity as the preferred choice for many in the city.
The Rise of the Experience Economy in Holiday Season
This movement aligns with a broader national and global trend where consumers, particularly younger demographics, value experiences over material possessions. In Saskatoon, this is manifesting in gifts like concert tickets, restaurant vouchers, spa days, outdoor adventure bookings, and workshops. The trend suggests a desire for more meaningful connections and a reaction against clutter and unsustainable consumption.
The shift is significant enough to be noted as a defining characteristic of the 2025 holiday shopping season in the city. Local businesses offering services, from pottery classes to snowshoeing tours, are reporting increased interest as residents look for unique ways to celebrate.
What's Driving the Change in Consumer Behavior?
Several factors are contributing to this change in Saskatoon. Economic considerations, including ongoing affordability concerns, make shared experiences often more budget-friendly than high-end electronics or luxury goods. There is also a growing awareness of environmental impact, with experiences typically generating less physical waste.
Furthermore, after several years of pandemic-related restrictions and isolation, the intrinsic value of creating happy memories with loved ones is being prioritized. A gift that offers quality time together is seen as more personal and lasting than a generic item.
Implications for Local Retail and the Future of Gifting
While traditional retailers remain busy, the trend presents both a challenge and an opportunity. Brick-and-mortar stores are adapting by offering more "event" style shopping or partnering with local experience providers. The trend underscores the importance of the service and hospitality sectors in the local economy during the festive period.
As this holiday season unfolds, it appears that for many in Saskatoon, the most cherished presents won't be found under the tree, but in the calendar—booked as future adventures, learning opportunities, and moments of joy to be shared. This evolution in gifting habits may well set the tone for holiday seasons to come, emphasizing connection and experience over acquisition.
