Gen Z and the gift economy: Practicality with a dash of sass

GenZ are gently steering gifting away from excess and towards something that feels lighter, more meaningful and genuinely useful. (AI-generated image)

It is that season again. Lights twinkle, weddings stack up in your calendar, gift hampers land in cartons or have to be bought, and everyone braces for that ‘sometimes awkward moment’ of unwrapping a gift. Some will delight, some will confuse, and a few will leave you wondering if the giver even knew you at all.

Picture this: you unwrap a shiny box at a cousin’s wedding. The aunt leans in proudly and says, “Beta, this is Italian crystal.” You nod, smile, and murmur “So lovely, thank you”, while your inner voice whispers, “Where on earth am I going to keep this?” By the time you get home, it’s already headed to that cupboard of shame where tragic gifts go to hibernate. Somewhere in there are bottles of scented oil, organic agarbatti packets, potpourri slowly turning into dust. Which makes you wonder: are we really exchanging gifts, or just storage problems?

Gift-giving in India has never been one uniform tradition. In some families, weddings still come with trunks of steel utensils, mixer-grinders and bed sheets that shout durability over dazzle. In others, you are more likely to find spa hampers, Amazon vouchers or carefully curated boxes with artisanal coffee.

Gold continues to hold its place as the timeless blessing in many communities, while in others the most respectful gesture is still money, once folded into a crisp envelope, now zipped across through UPI. What is striking is how Gen Z seems to cut across all these traditions. Whether in small towns or metros, they are gently steering gifting away from excess and towards something that feels lighter, more meaningful and genuinely useful.

For years, gifting in India was mostly about ritual. We gave because custom demanded it, not because we thought deeply about it. The result was predictable: shelves lined with objects that never saw use, but could not quite be thrown away.

Step in Gen Z. The under-30s have not rejected gifting, but they are rewriting the rules with quiet confidence. For them, a present is more often an intensely personal choice, a reflection of identity and emotion, sometimes even a shared story.

Think of the gifts they gravitate towards. A surprise hamper that lands exactly when it is needed. A framed photograph that revives an old memory. A playlist created for no reason other than to say, “Here, this is us.”

If older generations equated gifts with possessions, Gen Z equates them with meaning. They believe in what might be called M.E: memories and experiences.

A gift, for this generation, is also a message. It quietly says, you matter to me, you are noticed, I cared enough to choose this for you. And sometimes it adds a playful nudge: look at what I picked, tell me it’s cool, make it Instagram-worthy. Affection, self-expression, and a touch of performance blend into one gesture.

What they reject is carelessness. The generic coffee mug, the airport keychain, the re-gifted candle are not just boring, but lazy too. A young colleague told me about his gifting story recently, “If you’re going to give me something useless, at least give me the receipt so I can exchange it.” A travel voucher, a sustainable product, or even a digital gift card says far more.

And notice how they give. It isn’t always tied to birthdays or festivals. It can be spontaneous, casual, almost impulsive. Ordering a friend’s favourite biryani after a long day. Sending a late-night message that says, “Check your Swiggy, I sent you dessert.” Or simply picking up the bill without ceremony. As one twenty-something explained with a grin, “Why wait for Diwali when I can just gift you joy on a Tuesday?”

When it comes to buying presents for under-30-year-olds, ordering their favourite dessert on Swiggy or Zomato can be better than giving generic gifts that they can neither use nor throw. (AI-generated image)

Practicality is another strand. When you are paying rent, juggling EMIs, and side-hustling to save, the best gift is one that makes life easier, not heavier. A coffee machine, a smartwatch, even straight-up cash. A UPI notification, in its own way, can feel more romantic than a velvet-wrapped box.

They also carry conscience into their choices. Thrifted fashion, pre-loved items, upcycled goods - these are worn and gifted with pride.

And etiquette? It has been rewritten too. Where earlier generations whispered about registries, Gen Z posts them openly. Bank details appear in group chats without embarrassment. Why waste money on something that will never be used? As a 23-year-old told me, “It’s not rude. It’s efficient. And honestly, I’d rather have money to buy something I want, than another photo frame.”

Of course, not every twenty-something is a minimalist purist. Many still treasure heirlooms, shawls passed down from grandparents, or jewellery with family history. The difference is that absurdity has no place in their cupboards. They are keeping what matters, editing out what does not.

Which brings us back to the larger truth. Gifting has never really been about the object. It has always been about the relationship. What Gen Z is doing is stripping away the clutter and putting the focus back where it belongs, on meaning, on memory, on connection. They are asking whether the gift creates joy, solves a need, or sparks a story worth telling. If the answer is no, why give it?

No wonder companies are scrambling to keep up: rolling out curated hampers, sleek digital gift cards, and even subscription boxes, all carefully packaged to catch Gen Z’s eye and wallet. So as you pack your next festive or wedding gift, pause and ask -  Will it sit in a cupboard, or will it create a smile that lasts?