VIRALIFY: November shoppers decided to craft their own holidays
Shoppers want holidays that feel handmade—and bought the gear to match
VIRALFY is our monthly read on what’s moving across independent brands—categories, products, and shopper intent that’s spiking right now. Uncover what the hottest trends mean for consumers and businesses.
November shoppers sent a clear message: this year’s holidays would be handmade, not ready-made. From-scratch cooking replaced takeout orders, cozy family moments beat rushed celebrations, and toys with staying power won over flashy gadgets. December’s celebrations are getting the full DIY treatment.
Holiday comfort vibes
The whole family is getting the cozy treatment—pets included.
Viral categories
Pet sweaters (+102% MoM): Four-legged family members are getting the festive treatment with sweaters that keep them warm and Instagram-ready. The Foggy Dog offers seasonal pet wear that’s built for comfort, not just cute photos.
Robes (+110% MoM) and nightgowns (+41%): Elevated loungewear is replacing regular PJs as families are investing in pieces that feel special throughout the winter season. Brooklinen designs luxe-feeling robes that make every day feel like a spa day.
Onesies (+136% MoM): Adult onesies are making matching family moments effortless, from Christmas photos to movie nights. MeUndies creates his and hers cozy designs.
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The bigger picture
Matching family energy meets social media aesthetics as comfort becomes a coordinated effort. The 2025 holiday season is about creating those “golden hour Christmas morning” vibes—think less rushed gift-opening, more intentional cozy moments that look as good as they feel.
Festive kitchen takeover
Home cooks and bakers are going all-in on elevated holiday hosting and from-scratch treats.
Viral categories
Roasting pans (+256% MoM) and sauté pans (+237% MoM): Serious cookware is replacing basic pots as home chefs invest in restaurant-quality gear for holiday feasts. Our Place creates professional-grade pans that make cooking that turkey or ham actually manageable.
Marshmallows (+123% MoM), hot chocolate mixes (+20% MoM), and cocoa powder (+17% MoM): Cozy drink stations are becoming holiday staples as families create Instagram-worthy hot chocolate bars. The Marshmallow Co. offers premium cocoa blends that turn simple drinks into special moments.
Cookie decorating kits (+118% MoM) and pie crusts (+63% MoM): DIY dessert projects are replacing store-bought sweets as families choose baking experiences over convenience. Deerfields Bakery sells fool-proof kits that make holiday baking accessible for beginners.
And that’s not all that’s trending: Casserole dishes (+111%), Dutch ovens (+96%), baking sheets (+157%), saucepans (+142%), quiche pans (+45%), bread pans (+41%), and cookie dough (+61%) are all climbing as home kitchens transform into holiday headquarters.
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The bigger picture
Holiday hosting has gone full production mode as home kitchens transform into command centers for elevated entertaining. Social media’s “that girl who hosts” aesthetic meets practical reality. People want their gatherings to feel restaurant-quality but homemade-special, driving demand for tools that deliver both performance and photo-worthy results.
Timeless toys for joy
Nostalgia is driving gift lists as parents choose toys that spark creativity over the latest gadgets.
Viral categories
Dollhouses (+177% MoM): Miniature worlds are making a major comeback after the Barbie movie phenomenon. Meri Meri creates thoughtfully designed, wooden dollhouses that can be passed on through the years.
Wooden blocks (+123% MoM) and play dough sets (+76% MoM): Tactile, screen-free play is winning over electronics as families prioritize hands-on learning. Coco Village offers wooden toys that grow with kids.
Musical boxes (+111% MoM) and yo-yos (+93% MoM): Vintage-inspired toys are capturing hearts as parents remember the simple joy of analog play. The Little Marvin brings classic designs into modern playrooms.
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The bigger picture
Toy aisles are having a throwback moment as parents rebel against disposable, digital-first play. Social media’s “slow living” movements are driving demand for toys that encourage patience, creativity, and real-world skills: think less beeping and flashing, more building and imagining.
Coming up next
Winter reality is about to hit hard. Here are our predictions for the season’s next act:
Winter prep essentials: Snow shovels, ice scrapers, and winter sports gear will dominate December carts as the novelty of the first snow wears off and people need equipment that really works.
Holiday hosting panic: Last-minute serving platters, cocktail supplies, and entertaining essentials will surge as December party season hits.
New year reset gear: Fitness equipment and organization systems will climb as people prep for their 2026 transformations.
*All data is based on sales by hundreds of thousands of Shopify merchants in the US from November 2025 compared to October 2025. Percentages are month over month (MoM) changes in sales.