This holiday season, Americans are putting practicality first and looking for ways to bank smarter. According to Chime's new "Unwrapped Survey" of 5,000 adults across all 50 states, cash and tangible assistance are the gifts most people want — showing that thoughtful, useful gifts are taking the lead this year. See the full results at chime-holiday.com or read on for a summary of our findings.
The average American plans to spend about $1,120 on gifts this year, with the largest portions going to kids (39%) and partners (24%). While overall spending remains steady, Americans are making more deliberate choices, with many opting for cash. Younger generations are leading this change — 65% of Gen Z and 61% of Millennials say they'd prefer money over traditional gifts, compared with 48% of Baby Boomers and 43% of the Silent Generation. Regionally, West Virginia (69%) and Georgia (68%) stand out for their preference for cash.
The definition of a "good gift" is also evolving. Many Americans say they'd be happiest receiving help with everyday essentials — 58% want help paying utilities, 51% say rent support would make a meaningful difference, and 44% would welcome help paying off credit card debt. Younger adults, in particular, are blending the personal with the practical, valuing gifts that ease daily financial pressures.
Still, the spirit of giving remains strong. Experience-based are popular, with 56% of all respondents hoping for a trip, 51% for concert tickets, and 43% for local getaways. The top trending gifts also include skincare and makeup, branded items like Stanley cups or designer bags, and popular books. Gen X leads interest in full trips with covered air travel and accommodations (62%), while Indiana residents top all states in the U.S. at 84%.
Even as Americans embrace the joy of giving, many are keeping a close eye on their budgets. 41% check their bank accounts daily during the holidays — and Nevada leads the nation, with 30% checking multiple times a day.
"People are thinking differently about their money this year," said Janelle Sallenave, Chime's Chief Spending Officer. "70% of Americans would rather receive cash than traditional gifts — showing they're focused on spending intentionally and entering the new year on stronger financial footing."
To learn more, you can find additional survey data at chime-holiday.com. With real-time transaction alerts and automatic savings#, Chime helps members celebrate the season without compromising their financial health.
Survey Methodology:
Talker Research surveyed 5,000 state-by-state Americans (100 in each state) who celebrate a winter holiday, who have access to the internet; the survey was commissioned by Chime and administered and conducted online by Talker Research between Oct. 23 to Oct. 31, 2025.
Respondents were sourced through:
Online access panels (opt-in participants receiving incentives)
Programmatic sampling (users offered surveys in exchange for virtual incentives)
Dynamic online sampling ensured quotas were met. Surveys were conducted in English, and respondents earned points with small cash-equivalent value.
Quality control measures included:
Speeders (completing too quickly)
Inappropriate open-ended responses
Bots (filtered via CAPTCHA)
Duplicates (removed via digital fingerprinting)
