It won’t be all trinkets and treats under the tree this year.
NPD Group’s 2017 Holiday Purchase Intentions Survey found that a significant slice of U.S. consumers—39 percent—plan to purchase experiential gifts this year.
Experiential gifts include things like wine tastings, concert tickets, spa treatments, and classes at art and floral studios.
“Giving an intangible gift, an experience, can be more personal and more memorable for the gift recipient, and in many ways easier for the gift-giver, making them an ideal holiday gift solution for many consumers,” said NPD’s chief industry analyst Marshal Cohen, in a company statement.
Here’s where the study found consumers are spending in the category:
The study also found that Gen Z and millennial shoppers—in addition to those in households with children and annual incomes over $75,000—are the biggest purchasers of experiential gifts (though Gen Z is the last generation to purchase gift cards).