European Gen Z's Love for Experiential Gifts

He’s not going to say no to the latest AirPods. She’s not going to turn down that designer weekender bag. But a new Mastercard survey exploring the preferences of Europe’s Gen Z reveals those gifts may be merely the means to an end: the experience itself, Mastercard explains in a press statement.

For many younger Europeans, the best gifts don’t come in boxes – they’re left in their memories. Almost two thirds (63%) 18- to 24-year-olds are increasing their spend on experiences this year, more than any other age group in Europe. 

Experiences that are having the biggest impact of Gen Z’s are visiting a bucket-list destination (68%), seeing live performances of their favorite artist (53%), eating at a dream restaurant (42%) and staying at a unique or world-famous hotel (41%). 

And it’s not just the allure of the event itself: Nearly half (47%) of the Gen Z respondents cite personal connections they’re nourishing as their primary reason for investing in an experience – and just maybe the FOMO they’re feeding plays a part: "This holiday season is the perfect time for European shoppers to rethink what truly brings joy, especially when choosing gifts for teenagers and young adults," Beatrice Cornacchia, executive vice president of Marketing and Communications for Asia Pacific, Middle East & Africa, Europe at Mastercard said. "Experiential gifts resonate powerfully with Gen Z, giving them opportunities to share special moments with friends and family. At Mastercard, we’re proud to deliver Priceless experiences that connect people to what they love, helping them create memories that last a lifetime," she added.

Gen Z embraces experiences big and small: younger generations are seeking both grand and more intimate, local experiences: Nearly 3 in 5 of Gen Zers (55%) are drawn to concerts by world-famous musicians in large arenas, while 43% find equal joy in smaller performances by independent artists in local venues. Similarly, 44% appreciate a cocktail in a high-end city bar, while half (50%) favor meals at family-run restaurants. Travel and tourism rank as the most sought-after experiences among by Gen Z, with 50% wanting to try more of them. Three in 10 Gen Zers express enthusiasm for reliving experiences multiple times in various settings or locations.

Young people in particular are willing to spend more on experiences that involve travel. Millennials and Gen Z (37% and 40% respectively) said they would travel for an experience they are passionate about, with 18- to 24-year-olds (27%) are the age group most influenced by social media when deciding where to travel. Following travel, live music events rank second at 38%, while dining experiences, such as restaurant outings, come in third at 31%.

Whether it’s exploring new places, attending live shows, or enjoying a special dinner, Gen Z wants gifts that bring adventure, connection, and lasting memories. It’s a fresh perspective on holiday giving that’s all about sharing moments, making memories, and truly enjoying the season.