Over the past decade, the beautiful bond between grandparents and grandchildren has grown in new and meaningful ways, and along with it, the gift-giving habits of grandchildren have changed too. Today’s younger generation is more thoughtful about choosing presents that create memories and strengthen that special connection.
Today’s grandchildren—especially tech-savvy Millennials and Gen Z—are gravitating away from impulse “surprise” gifts and toward intentional, meaningful giving. They seek gifts that go beyond material value to ramp up emotional resonance, reflecting the priorities of both giver and recipient.
A 2025 analysis from New York Magazine’s The Strategist highlighted how new grandparents most appreciate items that foster bonding—like keepsake journals, memory books, customizable puzzles, and digital frames. Tech-enabled tools (e.g., Caribu for virtual reading sessions or Duolingo language apps for shared learning) have received special mention. New York Magazine
Generational research supports this: Baby Boomers, while prize in-person interactions, increasingly rely on technology to stay connected, and grandchildren are responding in kind—gift-sending both physical keepsakes and digitally-enabled experiences to bridge any distance. Parents Better Homes & Gardens
Your brand’s handcrafted photo and first-grandchild frames are beautifully aligned with this trend, offering tangible pieces that speak volumes of love and legacy.
The grandchild buyer is increasingly favoring experiential gifts—anything that creates memories over clutter.
Marketing insights reveal growing interest in grandparent–grandchild outings, educational subscriptions, or shared adventures. Small Business Trends Etsy’s 2024 gift-trend guide echoes this, spotlighting heirloom-style, personalized items—gifts that carry narrative weight and often double as décor. Better Homes & Gardens
Integrating these insights into your product storytelling—like pairing memory-keepsake albums with notes detailing planned visits, or encouraging shared experiences such as legacy storytelling sessions—can deepen the emotional resonance.
While the impulse to spoil is strong, there’s growing awareness from grandchildren and parents alike about boundaries and the value of moderation.
Content from MoreThanGrand and Scary Mommy stress how too much stuff can overwhelm, and that thoughtful coordination and communication matter. More Than GrandScary Mommy Reddit users echo this, suggesting gifts of experiences or even college-saving contributions as alternatives:
“Ask them to buy consumables and experiences. A little treat or something is nice and doesn’t clutter your house.” Reddit
Your offerings could align with this sentiment by suggesting complementary items—perhaps a “memory envelope” instead of multiple trinkets, or coordinated gifts that emphasize quality, not quantity.
There’s a rising trend among grandchildren—not just parents—toward frugal, sustainable giving. Even modest budgets are being used purposefully.
For instance, Kiplinger cites that grandparents spend an average of ~$4,000 annually, with 10% exceeding $10,000—mostly on big-ticket items like education or autos. KiplingerNew York Post While not directly about grandchildren’s spending habits, it underlines the awareness of financial impact within multigenerational giving. Your audience of grandchildren may appreciate suggestions that both honor grandparents and respect financial limits—e.g., combining framed keepsakes with personal notes or DIY memory albums instead of high-dollar items.
Gifts deeply rooted in personal history—photos, handprints, poems—are having a major moment. Etsy and other gifting platforms are reporting surges in requests for heirloom-style, customizable décor. Better Homes & Gardens
Your products—like the “First Grandchild Poem Frame” or the “Brag Book”—are emblematic of these meaningful trends. Grandchildren shopping at your store can feel empowered to offer grandparents something both beautiful and heartfelt—an object that doubles as a storybook of their relationship.
Consider encouraging buyers to personalize further; for example, add handwritten notes, match the frame to the grandparent’s home décor, or pair your frame with a small handwritten letter or shared photograph.
Even as personalized physical gifts soar, grandchildren increasingly pair them with tech-enabled tokens—especially when distance keeps them apart.
Strategist’s guide includes digital tools like Caribu and Duolingo; likewise, research on VR communication highlights how immersive tech can nurture long-distance grandparent bonds. New York Magazine
To reflect this dynamic, you might inspire customers to create hybrid gift packages: a printed brag book accompanied by a scheduled virtual story-time session, or a frame plus a digital photo slideshow delivered via email, reinforcing connection anywhere.
Beyond individuals, grandchildren are drawn to embracing broader values—like sustainability, minimalism, and social good. The Legacy Coalition encourages grandparents to invest in experiences, create subscriptions, and even give gifts in the grandchild’s name to those in need. Legacy Coalition Etsy’s heirloom trend also echoes eco-conscious, independent creation. Better Homes & Gardens
You can weave this forward-thinking tone into product messaging: pair each purchase with optional notes like “In honor of [Grandparent Name], a donation has been made to _” or “This keepsake is future-friendly—designed to last, not clutter.”
| Key Trend | How It Reflects Grandchild Buying Habits |
|---|---|
| Emotional resonance | Preference for gifts that foster connection (journals, frames, memory books) |
| Experience > Object | Focus on shared activities, storytelling, and meaningful encounters |
| Mindful Moderation | Avoiding over-gifting; favoring thoughtful, lasting tokens |
| Budget-Conscious | Sensible spending, balancing sentiment and value |
| Personalization | Custom keepsakes that honor shared history |
| Tech Integration | Combining tangible gifts with virtual experiences |
| Ethical Framing | Eco-conscious, socially-aware gifting that aligns with values |
Offering a curated collection of meaningful, and aligned with both emotional values and modern sensibilities.
In 2025, grandchildren’s buying habits for grandparents reflect a thoughtful generation—one that prizes connection, meaning, sustainability, and emotional depth over impulse or extravagance.
As busy online store owner and storyteller, you can lean into these themes by positioning your products not just as gifts, but as bridges across generations. Encourage buyers to pair personalization with presence—whether through shared words, tech experiences, or notes of intention.
Together, these trends point toward a future of gifting that’s not defined by things—but by love, legacy, and the moments we carry forward.
The Grandchildren Gift Co. August 22, 2025
If you have any questions, here are some useful links:
