Weeks before Black Friday, more than a million early wishes point to the season’s themes: cozy comfort, small-luxury beauty and the everyday water bottle.
SCOTTSDALE, AZ, UNITED STATES, October 26, 2026 /EINPresswire.com/ — Owala’s FreeSip water bottle is the most-wanted gift of the 2026 holidays so far, according to the first GiftList Holiday Wish Report, which looked at more than 1 million gifts people added to GiftList wishlists in the 30 days ending October 22.
The early wishes point to three themes: cozy comfort, small-luxury beauty and the water bottle as an everyday must-have. HydroJug’s Traveler joins the FreeSip in the top three, alongside Sol de Janeiro’s Cheirosa perfume mists.
The top 10, ranked by the number of different people who added each product themselves and counted across every store that sells it, are Owala’s FreeSip water bottle; Sol de Janeiro’s Cheirosa Hair & Body Perfume Mists (all scents); HydroJug’s Traveler water bottle; Summer Fridays’ Lip Butter Balm; rhode’s Pocket Blush; Comfrt’s Dreamer Blanket; Birkenstock’s Boston clog; Kendra Scott’s Elisa necklaces, including the Mini Elisa; rhode’s Peptide Lip Tint; and Coach’s Teri Shoulder Bag.
Owala’s FreeSip was saved by 1.6 times as many people as the next gift. Cozy staples take five of the top 20 spots, from Comfrt’s Dreamer Blanket and Birkenstock’s Boston clog to UGG’s Classic Ultra Mini, and beauty takes six, led by Sol de Janeiro, Summer Fridays and rhode. Eighteen brands make the top 20.
The fastest-rising gifts over the past month include rhode’s Peptide Eye Prep eye patches (+92%), medicube’s PDRN Pink Collagen Jelly Gel Mask (+91%), HydroJug’s Traveler water bottle (+90%) and Garage’s UltraFleece Hoodie (+88%), measured as the change in each product’s share of savers.
Amazon remains the default wishlist store: 64% of people adding gifts saved an Amazon product, up from 54% a year ago. Compared with last year, DSW, Urban Outfitters and Jellycat roughly tripled their share of savers.
The lists skew young: 79% of people adding gifts were under 35, and about a third of the wishlists started in the 30 days were Christmas lists.
“Wishlist and registry platforms like GiftList get an early read on holiday demand, because people write down what they want weeks before anyone shops,” said Jon Jaklitsch, founder of GiftList. “In our data, there’s typically a gap of about four weeks between someone saving a gift in October and a friend or family member reserving or buying it. So far this season, the lists point to cozy comfort, small-luxury beauty and the humble water bottle.”
The wishes arrive well ahead of gifts. In last year’s GiftList data, gifts saved October 5–31 that were later claimed waited a median of 27 days for a claim, compared with 11 days for November saves.
The scale is new for GiftList. The more than 1 million additions are the first time the platform has passed that mark in any 30-day period and more than five times the total for the same period last year. More than 120,000 wishlists were active during the month, and more than four times as many people signed up as in the same 30 days last year.
The full report, with the complete top 20, store rankings, age breakdowns and methodology, is available at giftlist.com/newsroom/reports/holiday-2026.
Methodology
Totals count all gifts added to GiftList from September 23 to October 22, 2026; they are saved ideas, not purchases. Product rankings count each person once per product among people who added gifts themselves (from a store’s site, the GiftList app or extension, search, an import or a friend’s list), matching the same product across stores and listing at most two products per brand. Adds from GiftList’s own Gift Ideas feed, sponsored adds, giveaway prizes and entries are excluded, and products saved by fewer than 20 people are omitted. GiftList members are a self-selected group, not a representative survey.
About GiftList
GiftList is a free wishlist, gift registry and Secret Santa app. Add gifts from any store, share one link, and let family reserve gifts so you avoid duplicates and keep the surprise. GiftList is available on the web, iOS and Android, with a Chrome extension. Visit giftlist.com.
Jon Jaklitsch
GiftList
jon@giftlist.com
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