The holiday season is a time of warmth, joy, and cherished traditions across the world. However, few customs capture the magic of Christmas morning quite like uncovering the treasures hidden inside your stocking. This ritual of filling stockings with favorite items, although sometimes a job reserved for Santa – is passed along amongst friends and family to continue the tradition with their loved ones across the country each year.

If you are planning to fill a stocking this year, how do you know what goodies to fill it with? To answer this question, Thrive Causemetics® conducted a survey of 2,250 respondents across 46 states in November 2024 to uncover the most desired stocking stuffers nationwide while celebrating the hidden labors of love that define the holiday season. Let’s unwrap the findings — what’s trending, what’s timeless, and how Americans celebrate the art of stocking stuffing!

Key Insights From the Survey

The holidays are a time for giving — but when it comes to stockings, what’s inside often misses the mark. Our survey revealed a surprising gap between what parents, especially moms, typically receive and what they actually want.

• Most states said that they would prefer cash or gift cards this year, with New Hampshire being the exception and requesting candy or food items as a priority instead.
• 23% of all respondents noted that they would like skincare routine essentials in their stockings this year.
• 25 states identified makeup and skincare products as a top 3 wishlist item.
• 44% of respondents said they stuff their own stockings each year.
• The most common stocking stuffer across America right now is candy or snacks.

Nationwide Stocking Wishlist Trends

When it comes to desired stocking stuffers, cash or gift cards are the clear favorites across the U.S., topping the wish lists in nearly every state. The practicality and versatility of these items make them the ultimate crowd-pleasers. However, regional quirks still shine through. New Hampshire breaks from the pack, with candy and food items taking the top spot.

America’s Favorite Non-Cash Stocking Stuffers

Besides cash, there are several other items that truly get Americans in the Christmas spirit. Not surprisingly, lottery tickets and food items dominate as the second-most-desired stocking stuffers, with beauty products as the third most popular items. In fact, 15 states favored skincare and cosmetics over traditional picks like candy, snacks, or lottery tickets. This shift suggests a growing trend toward self-care and indulgence during the holidays.

Regional Trends

Regional trends in stocking stuffer preferences reveal unique tastes and priorities shaped by local culture and lifestyle. Most Westerners admitted that second to money, they love candies and snacks, followed closely by lottery tickets and scratch-offs. Interestingly, only one state in that region — Nevada — listed makeup or skincare products as their top choice outside of cash gifts, reflecting the state’s inclination toward fun and indulgent celebrations. Food items and lottery tickets reign supreme in the heartland, with Michigan being the only state in the Midwest to prefer beauty products as their favorite non-cash item. The Northeast was well-distributed in their answers, with residents essentially evenly divided.

The South is the undisputed regional leader in requests for makeup and skincare as stocking stuffers, with states like Texas leading the charge. While candy and food items are close in popularity, the South also showcases their practicality in their pronounced preferences for essentials like toothbrushes and body wash.

Stocking Stuffer Expectations vs. Reality

While cash and gift cards dominate wishlists, they don’t always make it into stockings — likely due to budget constraints or the desire for more personal gifts. What’s the most common stocking stuffer people give? Candy and snacks. 

Despite the simplicity, however, many people still spend a good bit trying to find the best gifts. In fact, 55% percent of respondents specifically set a budget of over $20 per stocking, while an additional 15% do not set a budget at all!

Parents at the Heart of Holiday Traditions

The stockings may be hung by the chimney with care, but the real magic happens behind the scenes — often courtesy of parents. According to Thrive Causemetics’ recent survey, 84% of parents take on the cherished task of filling stockings for their family. However, the data reveals an interesting twist: 44% of these parents also fill their own stockings. This reveals a silent truth — moms and household caretakers are not just managing holiday logistics; they’re often doing so without expecting recognition for themselves.

And while sweet treats are a classic, they’re not exactly what most moms hope for. Along with cash and gift cards, their wish lists include beauty items like:

• Pampering supplies (33.1%)
• Skincare essentials (23.1%)
• Makeup bag additions (21.4%)
• Festive beauty surprises (15.8%)
• Unique picks (6.7%)

Interestingly, while 25 states listed makeup or skincare products in their top 3 wishlist items, only two states (Iowa and Montana) prioritize giving these gifts to others. The trend of parents filling their own stockings does, however, reflect a growing understanding of the importance of self-care, even during a busy holiday season.

Thriving Through the Holidays

The ultimate self-care and beauty stocking stuffers are clean, vegan skincare, and best-selling makeup from Thrive Causemetics. From the award-winning Liquid Lash™ Extensions Mascara to the Brilliant Eye Brightener™, these high-quality, clean beauty products are as thoughtful as they are luxurious. Explore Thrive Causemetics’ Holiday Makeup Gift Sets for curated options that simplify gifting while supporting impactful Giving initiatives. This season, celebrate the ones who create the magic with gifts that bring joy and self-care to their busy lives.

You can also celebrate their efforts with meaningful gestures: a personal gift, a helping hand, or even a heartfelt “thank you.” Thoughtful gifting isn’t just about presents — it’s about honoring the people who bring the holiday season to life. 

 

We’d love to hear from you! What are your favorite stocking stuffer traditions? Do you have a perfect stocking stuffer in your cart already? Drop your favorite recommendations in the comments!