Digital gifting is set to play a major role in festive shopping in the UAE this year, with 65 percent of holiday shoppers planning to give virtual presents, according to a new report by cybersecurity company Kaspersky.
The findings are based on a survey conducted by Kaspersky’s market research centre in November 2025, which explored attitudes towards digital and physical gifts ahead of the 2025–2026 holiday season. The study found that only a quarter of respondents in the UAE remain fully committed to traditional physical gifts, with no intention of switching to digital alternatives.
According to the survey, 44 percent of respondents have already embraced digital gifting, while a further 21 percent said they have not yet tried it but are willing to do so. Another 24 percent said they are likely to purchase digital gifts in the future, though not necessarily this year.
Younger consumers are leading the shift. Among respondents aged 18 to 34, 63 percent said they plan to purchase digital presents this holiday season, with nearly half of this group having already gifted virtual items in the past. By contrast, older respondents aged 55 and above showed a stronger preference for physical gifts, with 46 percent favouring traditional presents.
Digital gifts
Entertainment subscriptions emerged as the most popular form of digital gift. Nearly two-thirds of respondents who had considered buying digital presents selected streaming services such as Netflix and Spotify. Online courses were chosen by 45 percent, while gaming credits and subscriptions accounted for 36 percent of responses. Creative software subscriptions, including tools such as Photoshop and Illustrator, also attracted 36 percent, while e-book subscriptions were selected by 27 percent.
The survey also pointed to growing interest in digital wellness products. Fitness subscriptions were cited by 31 percent of respondents, although interest in mental wellness services such as meditation or psychology platforms remained lower at 22 percent.
Personalised digital greetings are also gaining traction. Video or audio messages from Santa Claus or celebrities, along with digital postcards, each received 19 percent of responses, reflecting demand for more personalised virtual experiences.
Kaspersky noted that the rise in digital gifting also brings increased cybersecurity risks, particularly during the busy holiday shopping period. The company warned of fake online shops, phishing emails and fraudulent links designed to mimic legitimate subscription services.
The survey included 3,000 respondents across 15 countries, including the UAE, Saudi Arabia, the UK and the US, and highlights how digital presents are becoming an increasingly mainstream part of holiday shopping habits.
