Christmas as Social Currency: Gift Exchange Goes Viral
Source:Holiday Party /
Time:2026-09-03
Christmas gift exchanges have become a significant social media trend in China, with brands and individuals sharing wishlists and unboxing videos. On Xiaohongshu, the hashtag for "gift exchange" accumulated over 51.6 million views .
For Brands:
December is the moment to push Christmas-themed packaging, bundles, and gift sets
The motivation is "social currency" rather than Christmas nostalgia
Gift guides and "wish lists" go viral on social platforms
Consumer Behavior:
Sharing gift ideas online
Documenting gift unboxings
Comparing and rating presents received
