Canonical URL: https://giftcard.news/research-trends/mastercard-survey-reveals-european-gen-z-s-preference-for-experiential-g-f367c52061f0/ --- description: Mastercard’s November 2024 research examines experience spending and gift preferences among younger European consumers. title: Mastercard 2024 Survey Examines European Gen Z Demand for Experiential Gifts image: https://giftcard.news/images/social/v1/mastercard-2024-survey-examines-european-gen-z-demand-experiential-gifts-c3fab4dba2f29569e6b3ce31f2f2812b.jpg --- 1. [Home](https://giftcard.news/) 2. [Research & Trends](https://giftcard.news/research-trends/) 3. Mastercard 2024 Survey Examines European Gen Z Demand for Experiential Gifts [Research & Trends](https://giftcard.news/research-trends/) News # Mastercard 2024 Survey Examines European Gen Z Demand for Experiential Gifts Mastercard’s November 2024 research examines experience spending and gift preferences among younger European consumers. By [Emma Carter](https://giftcard.news/author/emma-carter/) Published: November 26, 2024 at 12:00 AM 2 min read Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmastercard-survey-reveals-european-gen-z-s-preference-for-experiential-g-f367c52061f0%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Mastercard%202024%20Survey%20Examines%20European%20Gen%20Z%20Demand%20for%20Experiential%20Gifts "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmastercard-survey-reveals-european-gen-z-s-preference-for-experiential-g-f367c52061f0%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Mastercard%202024%20Survey%20Examines%20European%20Gen%20Z%20Demand%20for%20Experiential%20Gifts%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmastercard-survey-reveals-european-gen-z-s-preference-for-experiential-g-f367c52061f0%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Mastercard infographic showing European Gen Z preferences for travel, music, dining and other experiences.](https://giftcard.news/images/variants/v1/mastercard-2024-survey-examines-european-gen-z-demand-experiential-gifts-infographic-showing-w1280.webp) Photo: Source: Mastercard According to an announcement by [Mastercard](https://giftcard.news/company/mastercard/) on November 26, 2024, a new survey exploring the preferences of Europe's Gen Z reveals that experiential gifts are gaining popularity among younger Europeans. The survey found that almost two thirds of 18- to 24-year-olds are increasing their spend on experiences this year, more than any other age group in Europe. The experiences that are having the biggest impact on Gen Z are visiting a bucket-list destination, seeing a live performance of their favorite artist, eating at a dream restaurant, and staying at a unique or world-famous hotel. Nearly half of the Gen Z respondents cite personal connections as their primary reason for investing in an experience. [Beatrice Cornacchia](https://giftcard.news/person/beatrice-cornacchia/), executive vice president of Marketing and Communications for Asia Pacific, Middle East & Africa, Europe at Mastercard, stated that this holiday season is the perfect time for European shoppers to rethink what truly brings joy, especially when choosing gifts for teenagers and young adults. Cornacchia added that experiential gifts resonate powerfully with Gen Z, giving them opportunities to share special moments with friends and family. The survey also found that younger generations are seeking both grand and more intimate, local experiences. Travel and tourism rank as the most sought-after experiences among Gen Z, with 50% wanting to try more of them. The survey was conducted by Mastercard with its research partner [Vitreous Worldwide](https://giftcard.news/company/vitreous-worldwide/), sampling 16,141 respondents from 20 markets across Europe and other countries. The findings of the survey suggest that Gen Z wants gifts that bring adventure, connection, and lasting memories, rather than just physical products. This shift in consumer preferences towards prioritizing experiences could have implications for the gift-giving industry and businesses that cater to Gen Z consumers. ## Sources and documents ExpandCollapse * [Stockings full of memories: European Gen Z's love for experiential gifts](https://newsroom.mastercard.com/news/europe/en/newsroom/press-releases/en/2024/stockings-full-of-memories-european-gen-z-s-love-for-experiential-gifts/?utm%5Fsource=giftcard.news) — newsroom.mastercard.com ## In this article ### Companies * [Mastercard](https://giftcard.news/company/mastercard/) * [Vitreous Worldwide](https://giftcard.news/company/vitreous-worldwide/) ### People * [Beatrice Cornacchia](https://giftcard.news/person/beatrice-cornacchia/) Share [ ](https://x.com/intent/post?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmastercard-survey-reveals-european-gen-z-s-preference-for-experiential-g-f367c52061f0%2F%3Futm%5Fsource%3Dx%26utm%5Fmedium%3Dsocial&text=Mastercard%202024%20Survey%20Examines%20European%20Gen%20Z%20Demand%20for%20Experiential%20Gifts "X") [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmastercard-survey-reveals-european-gen-z-s-preference-for-experiential-g-f367c52061f0%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial "LinkedIn") [ ](https://wa.me/?text=Mastercard%202024%20Survey%20Examines%20European%20Gen%20Z%20Demand%20for%20Experiential%20Gifts%20https%3A%2F%2Fgiftcard.news%2Fresearch-trends%2Fmastercard-survey-reveals-european-gen-z-s-preference-for-experiential-g-f367c52061f0%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial "WhatsApp") ![Portrait of Emma Carter](https://giftcard.news/images/variants/v1/emma-carter-editorial-portrait-w320.webp) About the author ## [Emma Carter](https://giftcard.news/author/emma-carter/) Journalist — Retail & E-commerce Emma Carter covers retail, e-commerce and the gift card shopping experience for Gift Card News. 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