GiftList Holiday Wish Report 2026 ·
1 Million Wishes in 30 Days: GiftList Reveals the Most-Wanted Gifts of the 2026 Holidays
Weeks before Black Friday, more than a million early wishes point to the season's big themes: cozy comfort, small-luxury beauty and the water bottle as an everyday must-have.
- Gifts added in 30 days
- 1M+
- Gifts added vs. same 30 days in 2025
- 5×+
- Active wishlists
- 120K+
- Sign-ups vs. same 30 days in 2025
- 4×+
September 23–October 22, 2026, Pacific time. Gifts added are saved ideas, not purchases. Active wishlists got a new gift, a visit or a claimed gift.
People added more than 1 million gifts to GiftList wishlists in the 30 days from September 23 through October 22, 2026, the first time the platform has passed one million additions in any 30-day period. That is more than five times as many as in the same 30 days last year, and more than four times as many people signed up. More than 120,000 wishlists were active.
The GiftList Holiday Wish Report reads those early wishes for the season's themes: the products wanted by the most people, counted across every store that sells them, the ones rising fastest, where wishes come from and who is making the lists.
“Wishlist and registry platforms like GiftList get an early read on holiday demand, because people write down what they want weeks before anyone shops. In our data, there's typically a gap of about four weeks between someone saving a gift in October and a friend or family member reserving or buying it. So far this season, the lists point to cozy comfort, small-luxury beauty and the humble water bottle.”
The top 20 most-wanted gifts
Ranked by the number of different people who added each product to a GiftList wishlist themselves, from a store's website, the GiftList app or browser extension, search, an import or a friend's list, September 23–October 22, 2026. Adds from GiftList's own Gift Ideas feed are not counted, the same product counts together across every store that sells it, and the list includes at most two products from any one brand.
No. 1
Owala FreeSip water bottle
No. 2
Sol de Janeiro Cheirosa Hair & Body Perfume Mists (all scents)
No. 3
HydroJug Traveler water bottle
No. 4
Summer Fridays Lip Butter Balm
| Rank | Gift | Brand | Change in share of savers |
|---|---|---|---|
| 1 | FreeSip water bottle | Owala | +22% |
| 2 | Cheirosa Hair & Body Perfume Mists (all scents) | Sol de Janeiro | +18% |
| 3 | Traveler water bottle | HydroJug | +90% |
| 4 | Lip Butter Balm | Summer Fridays | +31% |
| 5 | Pocket Blush | rhode | +16% |
| 6 | Dreamer Blanket | Comfrt | +57% |
| 7 | Boston clog | Birkenstock | +50% |
| 8 | Elisa necklaces (incl. Mini Elisa) | Kendra Scott | +50% |
| 9 | Peptide Lip Tint | rhode | +26% |
| 10 | Teri Shoulder Bag | Coach | +46% |
| 11 | Samba OG sneakers | adidas | +26% |
| 12 | Accolade Crew Neck Pullover | Alo | +51% |
| 13 | Toniebox 2 | Tonies | +21% |
| 14 | Sleek Scoop Cami Top | Garage | +64% |
| 15 | Classic Ultra Mini boot | UGG | +82% |
| 15 | UltraFleece Hoodie | Garage | +88% |
| 17 | Born in Roma fragrances (Donna and Uomo) | Valentino | +10% |
| 18 | AirPods Pro | Apple | +42% |
| 19 | Le Chouchou lip balm | Eadem | +39% |
| 20 | Oura Ring 5 | Oura | +87% |
Change is the change in a product's share of savers, the share of people adding gifts who added it, compared with August 24–September 22. Shades, sizes, scents and colors of the same product count together. Giveaway prizes from GiftList's 12 Weeks of Christmas (UGG Tasman II and Anthropologie's 24 Days of Beauty advent calendar) and contest entries are left out. Collections that span several different products, such as Schylling's NeeDoh toys, Aerie's OFFLINE Real Me range and Parke's Varsity Mockneck designs, are not ranked.
- Water bottles lead. Owala's FreeSip is No. 1, saved by 1.6 times as many people as the next gift, and HydroJug's Traveler is No. 3.
- Cozy comfort is a clear theme, with 5 of the top 20: Comfrt's Dreamer Blanket, Birkenstock's Boston clog, Alo's Accolade pullover, UGG's Classic Ultra Mini and Garage's UltraFleece Hoodie.
- Small-luxury beauty matches it, with 6 of the top 20: Sol de Janeiro's Cheirosa mists, Summer Fridays' Lip Butter Balm, rhode's Pocket Blush and Peptide Lip Tint, Eadem's Le Chouchou and Valentino's Born in Roma.
- The list is broad: 18 brands make the top 20, from Coach and Kendra Scott to Tonies, Apple and Oura.
Rising fastest
These products gained the most ground over the past 30 days and were still gaining in the most recent two weeks. As in the top 20, adds from GiftList's own Gift Ideas feed are not counted. Only products with at least 60 savers in the earlier month are included; among smaller ones, lululemon's Scuba half-zip, Nike's Everyday socks and UGG's Ultra Mini Bailey Bow also more than doubled their share.
| Gift | Brand | Share of savers, last 30 days vs. prior 30 | Last 14 days vs. prior 14 |
|---|---|---|---|
| Peptide Eye Prep eye patches | rhode | +92% | +33% |
| PDRN Pink Collagen Jelly Gel Mask | medicube | +91% | +40% |
| Traveler water bottle | HydroJug | +90% | +15% |
| UltraFleece Hoodie | Garage | +88% | +27% |
| Oura Ring 5 | Oura | +87% | +14% |
| Classic Ultra Mini boot | UGG | +82% | +31% |
| Zero Pore Pad 2.0 | medicube | +70% | +31% |
Changes are in share of savers, so they are adjusted for growth in the number of people adding gifts on GiftList.
Where wishes come from
Amazon is still the default wishlist store: 64% of the people who added gifts in the 30 days saved at least one Amazon product, up from 54% a year ago. Target, Walmart, Sephora and Ulta Beauty all reached a bigger share of savers too.
Share of people adding gifts, by any add type including GiftList's Gift Ideas feed, who saved at least one product from each store. People save from several stores, so shares add up to more than 100%.
Biggest year-over-year growers
Compared with the same 30 days in 2025, these stores grew their share of savers the most, among stores with at least 50 savers last year and 300 this year.
| Store | Share of savers, 2025 | 2026 | Growth in share |
|---|---|---|---|
| DSW | 0.6% | 1.9% | 3.1× |
| Urban Outfitters | 1.6% | 4.9% | 3.1× |
| Jellycat | 2.1% | 6.1% | 2.9× |
| Comfrt | 1.4% | 3.6% | 2.6× |
| rhode (brand site) | 1.4% | 3.0% | 2.2× |
| Garage | 1.6% | 3.5% | 2.2× |
| Journeys | 0.6% | 1.3% | 2.1× |
| Bath & Body Works | 0.7% | 1.5% | 2.0× |
| Ulta Beauty | 5.4% | 11% | 2.0× |
DSW, Urban Outfitters and Jellycat roughly tripled their share of savers, and Comfrt more than doubled its. The hair-accessory brand Kitsch is a newcomer, from about two dozen savers a year ago to nearly 1,000. Coach and Anthropologie are left out of this comparison because GiftList promotions affected their numbers.
Who's making the lists
- 13–17
- 21%
- 18–24
- 27%
- 25–34
- 32%
- 35–44
- 15%
- 45–54
- 3.8%
- 55+
- 1.8%
- Most people adding gifts are young: 79% were under 35, including 21% aged 13–17.
- About a third of the wishlists started in the 30 days were Christmas lists (32%), and one in nine was a birthday list.
Wishes come weeks before gifts
Wishlists show demand before checkout data can. In last year's GiftList data, among gifts saved October 5–31, 2025 that were claimed within 56 days by someone other than the list owner, the median wait was 27 days. For November saves it was 11 days, and for December saves under five.
- October 5–31 saves
- 27days
- November saves
- 11days
- December saves
- 4.7days
Separate save cohorts, each observed for 56 days. Only gifts that were claimed are included. A claim can mean reserving a gift or marking it bought; these are not verified checkouts.
Price check
Among nearly half a million products saved with a U.S. dollar price, September 18–October 17, 2026 (UTC). Median: $29.99.
- Under $25
- 42%
- Under $50
- 71%
- Under $100
- 86%
Cumulative thresholds overlap. Saved prices are not spending or current retail offers. This price sample covers an earlier window (September 18–October 17) and a different mix of add types from the product ranking above.
The infographic
A shareable summary of the report.
About the report
The one-million total counts every gift added to GiftList wishlists from September 23 to October 22, 2026, from store links, the app and browser extension, imports and manually entered wishes. Gifts added are saved ideas, not purchases. Active wishlists are lists that got a new gift, a visit or a claimed gift in those 30 days, and sign-up growth compares new GiftList accounts with the same 30 days of 2025.
Product rankings count the people who added each product themselves. Each person counts once per product, the same product counts together across every store that sells it, and at most two products per brand are listed. Adds from GiftList's own Gift Ideas feed, sponsored placements and giveaway prizes and entries are excluded. GiftList members are a self-selected group, so this is not a representative survey, and saved gifts are not sales.
Full definitions and exclusions
Windows: September 23–October 22, 2026, compared with August 24–September 22 and with the same 30 days of 2025. Rising fastest also compares October 9–22 with September 25–October 8.
Products: shades, sizes, scents and colors of one product count together, and product names that combine variants say so. Accessories, refills and multi-product sets don't count toward a product. Collections that span different products, and generic items, aren't ranked. Products saved by fewer than 20 people aren't reported, and Rising fastest needs at least 60 savers in the earlier month and a gain over both the month and the latest two weeks. Adds from GiftList search are counted, so GiftList's catalog can still influence results.
Changes: the change in a product's or store's share of all people adding gifts, which adjusts for GiftList's growth.
Excluded: deleted gifts and lists, sponsored adds, bulk and automated activity, and the 12 Weeks of Christmas giveaway prizes and entries. Coach and Anthropologie are left out of store growth because GiftList promotions affected their numbers.
Stores and audience: store shares count people who saved at least one product from that store, by any add type, so a person can count for several stores. Store growth covers stores with a meaningful base of savers in both years. Ages come from profile birthdays and describe the list owner, not the recipient. Gender is not reported.
Timing and prices: timing uses gifts saved in October, November and December 2025 that a friend or family member later reserved or marked bought; these are not verified purchases. Prices are the saved prices of products added from September 18 to October 17, not spending.
Source: GiftList aggregate analysis, October 24, 2026. Download article and methodology.