Viral collectibles have become one of the biggest drivers of holiday spending, fueled by social media trends, scarcity, and a growing desire to own what everyone else is talking about. To understand just how much hype influences shoppers, we surveyed 1,000 Americans about their buying habits and emotional motivations behind this year's most sought-after items.
We discovered a surprising mix of financial sacrifice, social pressure, and regret from impulse buying. For holiday shoppers trying to balance budgets, the growing popularity of collectibles like Labubu highlights how quickly a fun trend can turn into a costly commitment.
Many shoppers have developed a strong fascination with Labubu toys, with demand growing fastest among younger generations. Their rising popularity reflects not only their aesthetic appeal, but also the social buzz and thrill of owning a rare collectible.
A third of Americans said they've bought or are thinking about buying a Labubu plush toy this year. On average, collectors are willing to spend about $85 on a single Labubu, but 19% would go as high as $100. Interest in Labubu plush toys is highest among Gen Z, with 46% planning to buy or having already purchased one this holiday season. Millennials followed at 38%, while only 20% of Gen X and older reported interest. More than 1 in 10 overall (13%) admitted to buying a "Lafufu" imitation.
Collectors gravitated toward specific Labubu designs, with 31% most interested in rare or collaboration special edition drops. Rainbow or multicolor designs drew 14% of collectors, while blue and pink editions each attracted 12%. A smaller group (10%) said they wanted to collect every available design.
Beyond Labubu, shoppers chased a wide range of popular collectibles. The most frequently sought-after included adult LEGO sets (34%), sneakers or streetwear (30%), Pokémon or trading cards (29%), and tech gadgets or accessories (27%). Squishmallows and Labubu figurines both made the list, generating interest from 23% and 20% of shoppers, respectively. Funko Pop! figures and Hello Kitty/Sanrio items attracted 19% of collectors, followed by Stanley cups at 17% and vinyl records at 16%.
Collectors also reported sizable personal inventories. On average, they estimated their collections to be worth about $2,300. Gen X and older reported collections worth $2,700, millennials averaged $2,400, and Gen Z's collections totaled around $1,500. When looking at the highest-value collection categories overall, Funko Pop! figures topped the list at $3,800, followed closely by vinyl records at $3,700 and adult LEGO sets at $3,500.
As collectibles grow in popularity, shoppers are increasingly willing to stretch their budgets, sometimes significantly, to secure the year's most talked-about items. Emotions come into play too, making hype-buying harder to resist.
Collectors are willing to spend an average of $230 to secure this year's hot gifts. Gen Z would spend the most at $270, while millennials averaged $235, and older generations landed at about $185.
Nostalgia-driven buyers are the most willing to splurge on viral or trending items this holiday season ($469). Nearly 1 in 4 collectors (24%) said they would spend $100 on a single hyped gift, and 13% would spend $500 or more for the most desirable item of the year.
In the past, some people dipped into their financial safety nets, with 15% using savings to cover hype purchases. Another 29% relied on credit cards. Nearly half (47%) said they had paid above retail for limited or viral items, with 1 in 10 paying 75% or more above the retail price. Another 14% had taken on more than $1,000 in debt in order to afford viral collectibles.
Emotions played a big role in these decisions. Most shoppers (66%) said they felt excited when chasing collectibles, while 30% described the experience as competitive, and 21% said they felt proud when acquiring something rare. Forty-four percent said they would still buy a collectible even if it had no resale or viral value.
The desire to "keep up" with viral trends can be powerful, especially during the holiday season. But with that pressure often comes regret.
The vast majority of Americans believe that hype culture exaggerates the value of trending items. Collectors said that TikTok videos and social media influencers are what are most likely driving the hype for this year's items.
Nearly 3 in 5 Americans reported feeling pressure to buy the "hot" item of the year, with Gen Z (71%) and millennials (67%) being more affected than older generations (57%). About 1 in 3 collectors (34%) also said rare or trendy items make them feel more "in the loop" and socially connected, a sentiment shared by over half of Gen Z (51%), 37% of millennials, and 23% of Gen X and older.
The downside is that more than 2 in 5 collectors have regretted buying a collectible because of hype or impulse. This includes 52% of Gen Z shoppers, 46% of millennials, and 31% of older age groups. When asked which collectibles were the most overhyped of 2025, Labubu plush toys topped the list, followed by sneakers or streetwear, Squishmallows, and Stanley cups.
A viral trend can tug at our emotions, leading us to purchase things we don't truly need or want. While many collectibles bring joy, nostalgia, and a sense of connection, they can also lead shoppers to overspend or follow hype just to feel included.
For budget-conscious shoppers, it's smart to pause and reflect before buying the "it" item of the year. Ask yourself whether the purchase is truly for you or driven by outside pressure. Setting a spending cap and avoiding impulse buys can also help you enjoy the holidays without regrets or added debt.
In November 2025, we surveyed 1,000 Americans to explore how viral collectibles like Labubu are driving emotional and financial frenzy this holiday season. The average age was 42; 50% of the participants were female, and 50% were male. Generationally, 36% were Gen X and older generations, 51% were millennials, and 13% were Gen Z.
Holiday shopping can get expensive fast, but CouponFollow helps ease the pressure. By gathering the latest verified discount codes from thousands of popular retailers, we make it simple for shoppers to save. It’s all about helping you stretch your budget while still enjoying the season.
Feel free to share this content for noncommercial purposes. If you do, please provide a link back to this page with proper attribution to CouponFollow.