Good news for Coach, Burberry and more as Lyst Gift Index shows high demand

Lyst has released its 2025 Gift Index — its predictions for the most popular fashion gifts this holiday season — and while there are a few fun pieces in there, in general, consumers seem to be focusing on items that are ultra-functional as well as attractive.

Drawing from the real-time shopping behaviour of over 160 million users across 27,000 brands and stores, it has identified the items that have figured most of people’s wishlist this year, all of which it expects to remain in demand over the Black Friday period.

At the fun end of the scale, Coach’s Cherry Charm is a key product. The “micro-accessory turned macro trend” regularly sells out and has dominated Gen Z’s wishlists throughout the year. It’s now back in stock and has seen demand rising 99% month-on-month, so Lyst is predicting “a festive surge”.

The next items on the list is a whole lot more practical and will be good news for recovering luxury brand Burberry. The popularity of the Burberry scarf will go a long way to justifying the current strategy under its chief executive Joshua Schulman (coincidentally a former Coach CEO) who has focused heavily on the brand’s scarf offer. 

Lyst said its data shows year-on-year demand for the brand up 239% overall, while searches for the classic Nova Check scarf have risen 179% week-on-week. “It’s shaping up to be one of the most-gifted luxury products of the year,” it said.

Meanwhile, Heaven Mayhem jewellery may not be as well known as either Coach or Burberry but the “sculptural, statement, and Hailey Bieber-approved” three-year-old brand “continues its ascent as Gen Z’s jewellery brand of choice”. Demand is up 86% week-on-week as we move into peak gifting season.

Skims is also doing well with its new pyjama set having appeared on many more wishlists following the label’s viral holiday campaign launch last week. It’s now the number one trending product in the nightwear category on Lyst.

And Ugg slippers are seeing their regular festive season spike with demand for them up 46% week-on-week.

Other popular items at present include the grey mohair check scarf from Acne Studios that’s actually out of stock; Longchamp’s Le Pliage cosmetics case in brown; Missoma 18ct-plated Sculptural Chubby Dome medium hoop earrings; Adidas Original Samba Og leather and suede trainers in pink; Max Mara’s Hilde logo jacquard wool cape in grey; Gucci brown Jordan leather loafers; Ray-Ban’s folding Wayfarers; Rains’ Hilo rubberised holdall in black; and Barbour’s patchwork Os Bedale wax jacket.

As mentioned at the start, what’s remarkable about most of those is how very practical they are — the wishlists they’re on seem to be focused on practical seasonal colours, ultra-useful items, keeping warm and other eminently practical considerations.

Of course, there’s still room for a little indulgence on current wishlists with Bottega Veneta’s Intreccio Head Crown (costing over £2,300), Olympia Le-Tan’s Fondue Fromag embroidered and appliqué clutch, Dries Van Noten’s blue sequinned shorts, and Rabanne’s fringed crystal embellished chainmail hat also in demand.