Amazon Christmas Wish List Trends | CouponFollow

With the festive season upon us, it’s time to get into the holiday spirit with a look at what’s topping wish lists this year. To help you make your list and check it twice, we analyzed 5,469 Amazon Christmas wish lists to offer insights into consumer preferences and trends. From the most-coveted brands to the preferred price points, this article will help you make data-informed gift choices this year.

Key Takeaways

  • 57% of items on Amazon Christmas wish lists are under $25.
  • Disney is the most requested brand on Christmas lists, followed by Melissa & Doug and Fisher-Price.
  • On average, an Amazon Christmas wish list contains 14 items and costs a total of $489.

Top brands on Amazon Christmas Wish Lists

Much like many shopping lists during the holiday season, the brands that dominate this year’s Christmas wish lists reflect diverse interests and age groups.

As far as prices go, 57% of items on the wishlists we studied are priced under $25. This shows a significant leaning toward affordability in gift selections. On average, each wish list contains 14 items, summing up to an average total cost of $489.

Brand-wise, Disney leads the pack, capturing the magic of the holiday season for many. The ever-popular Melissa & Doug and Fisher-Price follow closely, showcasing the continuous appeal of engaging and educational toys. Other notable mentions include tech giant Apple, the classic LEGO, and colorful Crayola – gifts likely to spark creativity among recipients.

Simple Joys, Mattel, and Hasbro highlight the ongoing need for baby and kid clothes and toys, while Little Tikes and Nintendo cater to the young and young at heart. The presence of Amazon Basics, Barbie, and Learning Resources further showcases a blend of practicality and fun in gift requests. Play-Doh, HP, Munchkin, Carhartt, and Hot Wheels also made the list, representing a mix of creativity, technology, and timeless fun.

State and regional preferences for the most popular brands emerged as well:

In the rural and suburban settings of Montana, the popularity of baby-oriented Gerber suggests a strong presence of families with small children. Meanwhile, Delaware wish lists contained plenty of Simple Joys by Carter’s, Disney, and LEGO items, which are popular for kids of many ages. Slightly further south, Virginia’s inclination towards Apple products mirrors its progressive, tech-savvy community, likely influenced by the state’s investment in tech talent.

These preferences shed light on the various lifestyles and values of each region, and may also provide insights for tailoring marketing strategies to meet diverse consumer needs across the country.

Zooming in from the broader brand perspective, the following are the items topping people’s lists this year:

The top-requested items this season highlight a strong preference for toys that combine fun with learning and development. Fisher-Price’s Laugh & Learn Smart Stages Piggy Bank and the Farmer’s Market Color Sorting Set from Learning Resources are just a couple of examples that blend play with educational value.

Melissa & Doug’s products, such as the Let’s Play House Dust! Sweep! Mop! set and the Super Smile Dentist kit encourage imaginative play and role-playing, which are crucial for childhood development. Other items like VTech’s Sit-to-Stand Learning Walker and the Fisher-Price Little People Disney 100 Mickey & Friends Figure Pack cater to various developmental stages, from infants to toddlers.

Breaking down the most popular gifts by price point gives further insight into holiday shopping budget considerations:

The lowest-priced category is dominated by toys below $25, indicating a high demand for affordable toys for younger children on Amazon Christmas Wish Lists. The next bracket, from $25 to under $50, reflects a desire to invest a bit more in educational toys. The premium wish list items costing $50 to under $75 show preferences for a mix of physical and digital play experiences.

The next price grouping ($75 to under $100) represents a desire for more substantial gifts, possibly for joint family use. Lastly, the most popular high-end items worth $100 or more showcase what many Americans hope others will splurge on special gifts for them this season.

America’s Most-Coveted Gift Cards

We also found that gift cards remain a popular choice during the holidays, offering recipients the flexibility to choose their own gifts. We discovered the ones Americans are most hopeful for.

Amazon and Visa gift cards top the list, reflecting a preference for spending flexibility. The widespread preferences for Starbucks, Ulta Beauty, and Bath & Body Works gift cards highlight a love for personal indulgences, while those for Lowe’s and Texas Roadhouse cater to more specific interests and experiences. The variety of gift cards found in the top 10, including those for Barnes & Noble, Old Navy, and Fortnite, underscore the versatility and appeal of gift cards as ideal holiday presents.

Wrapping Up the Shopping List

We’ve glimpsed into what your loved ones and co-workers may be hoping to find under their Christmas trees and in their stockings this year. The diverse range of brands, items, and price points reflects the wide array of interests and budgets that shape your holiday gift-giving. Whether you’re shopping for the latest tech gadget or a classic toy, these insights can guide you toward making choices that will bring joy and excitement to everyone on your list.


We analyzed 5,469 Amazon Christmas wish lists with over 57,000 unique products. Brands and items were ranked by the number of occurrences on the wish lists we studied.

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about the author

Marc Mezzacca
Founder and CEO, CouponFollow
As the Founder and CEO of CouponFollow, Marc has a passion for helping consumers save time and money while shopping online. He’s been a bargain and deal hunter since the early 2000s.