Virtual gifts such as streaming subscriptions and personalised greetings are set to dominate this festive season, according to new research by cybersecurity firm Kaspersky.
As more of everyday life moves online, digital gifting is becoming increasingly mainstream. In a global survey carried out ahead of the holiday shopping period, Kaspersky examined how willing consumers are to swap traditional presents for virtual alternatives and which types of digital gifts are proving most popular.
The findings suggest that only a quarter of respondents remain firmly attached to physical gifts and have no plans to change. Around 32 percent said they had already bought digital presents, while a further 16 percent had not yet done so but were open to trying. Another 28 percent said they were likely to buy digital gifts in the future, though not during the current holiday season.
The study was conducted by Kaspersky’s market research centre in November 2025 and surveyed 3,000 people across 15 countries, including the UK, South Africa, India, China and the United Arab Emirates.
Younger adults are leading the shift. Among people aged 18 to 34, 63 percent said they plan to purchase digital presents this holiday season, with nearly half already having done so in the past. By contrast, older respondents aged 55 and above showed a stronger preference for traditional gifts, with 46 percent favouring physical presents.
Despite the growing popularity of virtual gifting, Kaspersky has warned that the trend carries security risks, including fake online shops and phishing links, and has urged consumers to remain cautious when buying digital products.
Entertainment subscriptions emerged as the most popular digital gift choice. Nearly two thirds of respondents who had considered buying digital gifts selected streaming services such as Netflix and Spotify. Gaming credits and subscriptions followed, chosen by 40 percent, while online courses were picked by 34 percent. E book subscriptions accounted for 31 percent, and creative software such as Photoshop and Illustrator for 28 percent.
Digital wellness gifts are also gaining attention. Fitness subscriptions attracted interest from a quarter of respondents, although mental wellness services, including meditation and psychology platforms, were less popular, with only 17 percent expressing interest.
Kaspersky said the rush to buy digital subscriptions during the holiday season increases the risk of online scams. Cybercriminals are using increasingly sophisticated techniques, including artificial intelligence, to create convincing fake websites, emails and pop ups that imitate legitimate services. The company advised shoppers to be vigilant and to use security tools that can help detect malicious links and protect online payments.
Personalised digital greetings are another growing trend. Video or audio messages from figures such as Santa Claus or celebrities, along with digital postcards, were each selected by 21 percent of respondents. However, Kaspersky cautioned that some of these services may request excessive personal data, raising concerns about privacy.
The survey also found that nearly one in three consumers would like to give or receive digital security products as gifts. Items such as antivirus software, password managers and VPN subscriptions are increasingly being seen as practical presents that offer peace of mind.
“It’s heartening to see that interest in cybersecurity solutions is growing, as this reflects a deeper understanding that protecting our loved ones’ digital lives has become an essential form of care and responsibility. This shift indicates that now cybersecurity isn’t just about protecting your own data, it’s about creating safer digital space for those we care about,” said Marina Titova, Vice President for Consumer Business in Kaspersky.