Every State's Christmas Wish List For 2023
During the holiday season, picking out the perfect gifts for friends and family is a major part of celebrations around the globe. For many, this tradition is about more than just gifts — it’s a chance to show your appreciation for your loved ones. While some of the Christmas magic may fade with time, you’re never too old to make a wish list.
At REVERSIBLE, we wanted to know more about what people are hoping to find under their Christmas trees. We surveyed over 3,1000 people across the United States to find out what they're dreaming of this holiday season. Our findings tell a fun story about what makes the holidays special for people across the country, from wishing for something luxurious to enjoying the simple joy of giving.
State’s Making the Ultimate Christmas Wish List
First, we wanted to know what wish lists look like across the nation. We looked at three key factors: how many items the average person wants, how many people in each state are asking for luxury items, and how costly the most expensive gift on their list is. We gave each state a score out of 100, with higher scores indicating bigger wish lists.
Let's start with the states that dream big! Florida leads the pack with a score of 78.8, largely due to their most expensive wish list item costing $743, on average. Close behind in the large list category is North Carolina at 74.0, Ohio at 73.8, Hawaii at 70.7, and Tennessee rounding out the top five with a score of 68.6. These states are where you'll find some of the longest lists and the fanciest gift ideas.
On the other end, some states keep their holiday wishes more modest. The states with the smallest wish lists are New Hampshire (20.5), Iowa (26.1), New Mexico (26.2). Each of these states has five or fewer items on their wish lists on average. In particular, the items at the top of New Hampshire’s wish list cost an average of just $183.
Now, let's talk about some standouts in each category. When it comes to who's asking for the most items, North Carolina, Wisconsin, and Ohio are all tied. People in these states are putting about eight gifts each on their lists, 33% higher than the national average of six gifts.
For those who love a bit of luxury, New York and South Carolina are the places to be. In New York, 55.8% of people are asking for something luxurious, and in South Carolina, it's 55.6%. Tennessee isn't far behind, with 53.9% of its residents dreaming of luxury items. This is quite a bit more than the overall 38% of people who want something fancy.
Interestingly, most people across the nation said they're happy to get surprises and not just things on their lists. But, the majority of respondents in West Virginia and Wisconsin actually prefer unexpected gifts over the ones they asked for.
Nearly 1 in 2 Americans Create a Christmas Wish List Each Year
So how do people prefer to go about sharing tier wish lists, and what are their preferences when it comes to giving and receiving?
Our survey showed that about 18% create detailed lists, while 20% share their wishes only when asked. Surprisingly, 22% prefer complete surprise gifts, 14% hint at their desires without making a list, and the largest group, 25%, simply verbalize their wishes. Female respondents are more likely to verbally share their wishes (27%), while male respondents show a preference for complete surprises (26%).
In terms of gift preferences, the sentiment behind a gift is the top priority for 57% of respondents, showing that it's the thought that counts. Practicality in gifts is valued by about 26%, and 16% prefer the excitement of a surprise.
Christmas traditions also play a significant role. Around 44% of people open stocking gifts first, 40% open one gift on Christmas Eve, and another 24% participate in Secret Santa exchanges.
As for reactions to unwanted or off-list gifts, 50% have no problem with such surprises, 19% consider exchanging them or feel disappointed, 8% would prefer a gift card to avoid the situation, and 4% would communicate their preferences for future gifts.
When it comes to wish list creation and tracking, 49% create a Christmas wish list every year. To remember what they want, 34% rely on memory, 14% save links or images digitally, 20% use notes apps or websites, and 8% jot down their wishes physically.
Designer brands are popular across the board, with 32% including brands like Gucci and Versace on their list. Opting for items from such coveted labels indicates a preference for quality, craftsmanship, and the timeless appeal of established fashion houses. Whether it's accessories, clothing, or other luxury items, these brands’ popularity highlights a desire for the finer things in life — and we can’t blame that!
All I Want For Christmas Is…A Batmobile?
To round out our survey, we let the people weigh in on the items that they’re secretly wishing for and the answers were all over the place. It turns out there are some recurring trends among gifts that many are hoping to receive but are hesitant to ask for.
The top secret wishes include practical gifts like money, which offers flexibility and freedom, and technology upgrades like a new laptop or the latest PS5, highlighting our continued love for gadgets and gaming. Then there are the aspirational wishes, as extreme as the profound wish for world peace. People might hold back for not wanting to come across as ungrateful or overly demanding in their requests, or perhaps it’s the pure impracticality of the ask holding them back.
For more unique and unexpected secret wishes, scroll through the interactive graphic below.
Closing Thoughts
From cozy clothes to the latest gadgets, and even those big dream gifts like vacations or new cars, it's clear that holiday wishes vary substantially across the nation. While the season can be stressful, it’s important to keep the joy of finding the perfect present a top priority. Whether it's something small and thoughtful or a big surprise, it's all about making the holidays happy and memorable.
If you're looking to make your own wish list come true or find something special for someone else, shop our collection of the latest trends in fashion. Explore various holiday sale events from over 300 stores around the globe, all conveniently located in one location. From luxury designer pieces to accessory must-haves, we have something for everyone.
As we celebrate the season and embrace the joy of giving, we wish you all happy holidays and hope you find the perfect gifts to bring smiles and create lasting memories.
Methodology
Our comprehensive survey was conducted with the goal of understanding the Christmas gifting preferences and habits of Americans. We surveyed a total of 3,160 individuals aged 18 and older across the United States. The survey was conducted over a period from October 27, 2023, to November 13, 2023. It's important to note that some states, including Alaska, Delaware, Montana, North Dakota, South Dakota, Vermont, and Wyoming, were not included in the analysis due to insufficient survey respondents from these areas.