What Gen Z Got for Christmas in 2022
What Gen Z Got for Christmas in 2022
a lot...they got a lot
Happy (almost) New Year!
I really did plan to take the whole week away from screens, but then I got a new iPhone for Christmas — I went from an 8 to a 14; truly momentous — and my scrolling simply could not be stopped.
At least I used my scrolling for good, like watching Christmas haul TikToks, and not, like, bingeing Hallmark holiday movies. (I was bingeing Hallmark holiday movies on a different screen.)
#ChristmasWishlists vs #ChristmasHauls
After spending an inordinate amount of time in early December watching Christmas wishlist TikToks — in which TikTokers, primarily young women, share everything they want for the holidays — I couldn’t not spend an inordinate amount of time watching Christmas hauls — in which TikTokers, primarily young women, share everything they got this year.
(Scroll to the end for my own Christmas haul.)
There was unsurprisingly a lot of overlap between what TikTokers asked for and what they received. Though the key difference between #christmaswishlist TikTok versus #christmashaul TikTok is that the former is hypothetical — keyword wishlist — while the latter is reality, people got a truly astounding amount of gifts for this year.
Santa was very good to a lot of people this year…inflation be damned
Indeed, U.S. retail sales increased 7.6% during the period of November 1 to December 24, compared to the same time last year. Online sales grew 10.6% compared to the same period last year, with e-commerce making up 21.6% of total retail sales this holiday season, up from 20.9% in 2021 and 20.6% in 2020. And much of this uptick in spending can be attributed to TikTokers’ parents, boyfriends, and siblings.
Tiktok failed to load.Enable 3rd party cookies or use another browser
Aside from the actual presents, a couple of trends emerged while watching hundreds of these videos: 1) They all mentioned just how grateful they are, I suspect, in hopes of avoiding backlash 2) They all got backlash anyway. Comments like “I was just called poor in 184840 languages” and “this was at least $20k” and “this costs more than my whole life” abound.
They all got the same stuff!
Though Gen Z is often applauded for their individuality, there is so much sameness in these videos, regardless of whether the TikTokers are based in Australia or Arkansas, almost as if someone published an edict: “If you want to be a cool girl, this is what you need to own.” When I was growing up, teen magazines were the ones telling us what we should want. Now, I guess, TikTok influencers serve that purpose.
Watching hauls is a fascinating glimpse into of-the-moment consumer behavior; I kind of can’t believe so many people are giving away these valuable consumer insights for free. I can’t get enough of it! I think if I had watched these videos when I was 15, I would devolve into a fog of envy and inadequacy, not unlike the feeling I got when I spent too much time reading Teen Vogue back in the day. Now, it just makes me wonder where they’re putting and what they’re doing with all that stuff.
My analysis here is obviously more qual than quant, and it is by no means a representative sample. The TikTok algo tends to prioritize a specific kind of TikToker — pretty, thin, white — and no matter how deep into #christmashaul TikTok I scrolled, that continued to be the type of person I encountered most often.
Now: onto the gifts…
UGG TAZ
A real flex, since this particular style has been sold out for months. (These Ugg slippers were an acceptable substitute.)
SIEGELMAN STABLE HATS
The status hat that’s been spotted on everyone from Kendall Jenner to Future is a favorite of the TikTok girlies. (“I finally got the hat that all the celebrities wear,” said one girl.)
SOL DE JANEIRO BUM BUM CREAM
The hold this stuff has on this generation. Probably the single most mentioned item.
VIVIENNE WESTWOOD JEWELRY
Gen Z was into the British designer’s (may she rest in peace!) punk-girl jewelry, especially the pendant necklace and orb ring, long before Wednesday Addams’ “goth revival.”
KENDRA SCOTT JEWELRY
Especially the $70 iridescent Elisa necklace. No surprise there, though I am curious how long Kendra Scott will keep her stronghold on Gen Z.
“STANLEY CUPS”
The Stanley 40 oz. Adventure Quencher Tumbler is the only ESWB that matters.
AVIATOR NATION SWEATS
Nothing like a $300 sweatsuit to lounge around in.
MADHAPPY HOODIES
These $165 Madhappy hoodies are to Gen Z in 2022 what $40 Gap hoodies were to millennials in 1999.
Tiktok failed to load.Enable 3rd party cookies or use another browser
MOON BOOTS
It’s hard to believe people are wearing these things again. But they sure are!
MARC JACOBS SNAPSHOT BAG
Tiktok failed to load.Enable 3rd party cookies or use another browser
ROLLER RABBIT PRINT POUCHES
I’d never heard of this brand but it is truly everywhere.
LULULEMON BELT BAG
This thing has sold out so many times, but Santa managed to get his hands on it for a few lucky recipients.
ARITZIA SUPER PUFFS
The few Gen Zers who did not already own one of these now own these.
DYSON AIRWRAP
No dupes allowed; only the real deal.
DIOR LIP OIL
They all asked for it. They all got it.
MISS DIOR PERFUME
Very much the fragrance of the moment.
GLOSSIER YOU PERFUME
The second most frequently mentioned.
COME TO THINK OF IT, ANYTHING GLOSSIER
Especially the candle or hoodie.
MONOGRAMMED LL BEAN BAGS
Tiktok failed to load.Enable 3rd party cookies or use another browser
ENGRAVED IPAD AIRS
Lots and lots of iPads, but the sentimental engraving is crucial (the “carpe diem” on this one got a lot of comments).
CHEVROLET HOODIE FROM URBAN OUTFITTERS
Who knew? (The L/XL is sold out.)
ULTRAFRAGOLA MIRROR DUPE
This Amazon desktop version — just $22 compared to, oh, $11,000 — is a favorite.
COMFY ORIGINAL WEARABLE BLANKET
The Comfy is the new Snuggie.
Tiktok failed to load.Enable 3rd party cookies or use another browser
ANYTHING SPOTTED ON ALIX EARLE
I hadn’t heard of this influencer (who, incidentally, just hit 1 million followers on Instagram this week) but she is all over Christmas hauls, with girls receiving gifts they had spotted on Alix Earle as well as commenters declaring “it’s giving Alix Earle.”
(Note: It appears the first TikTok has been removed, but the Stitches are still online.)
CHAMBERLAIN COFFEE MERCH
Unclear whether they actually drink Emma’s coffee, but they sure like to represent the brand.
As for my own Christmas haul…
In addition to a new iPhone (which I was very much not expecting and for which I am very, as the TikTokers say, grateful), my mom pulled a Santa and surprised me with a pair of Minibar by Baublebar earrings I mentioned in this newsletter. They are so cute, even better in person.
I asked for and received Nothing Fancy by Alison Roman about 5 years after the rest of the world, but everyone’s path to domesticity is different. Last night, I made this very good tomato-y oregano chicken. (I made Alison’s new bean and ham soup this week, too, and it was delicious.)
I got some cold-weather running gear — these, this — which came in clutch for my Christmas Day run when it was 10 degrees. (Four days later, it was 67, but I suspect I’ll use the gear a lot in January.)
My brother gave me a gift card to Stranger Wines, my favorite neighborhood spot, and my husband gave me a Stranger tote so I can proudly represent. My only New Year’s resolution is to document the wines I try and love because I’m constantly forgetting the names and labels. I’ll be creating a highlight on IG, so if that’s interesting to you, follow me here.
Like all the TikTokers, I’m so grateful for these gifts, but I’m especially grateful to you for reading After School this year. A year ago, I had 4,000 subscribers. Now, there are 10,000 more of you! I love you all, obviously, but it’s the paid subscribers who allow me to keep doing this. Thank you!
We will return to regular programming — Monday through Thursday, plus a long weekend digest — this week. I can’t wait.