Cocooning Is the New Trend to Watch This Holiday Season

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The holiday season traditionally calls for hustle, bustle, and excess. Whether it’s an overflow of gift buying, party planning, or even social obligations, this time of year is often synonymous with “go big or go home.” However, in a year marked by global uncertainty, political exhaustion, and a cultural pivot towards simplicity, the trend of “cocooning” has emerged as the movement to watch. Driven largely by Gen Z and millennial consumers, cocooning is reshaping how people approach the holidays at home and in the retail world. 

What is Cocooning? 

Cocooning is all about retreating into a comforting, intentional space—moving away from chaos and complexity to fully embrace cozy, meaningful moments. Think weighted blankets instead of holiday parties, cozy gaming instead of lavish events, and nostalgic hobbies over endless shopping marathons. 

“Cocooning doesn’t mean opting out of holiday joy—it’s a refocus. It’s about slowing down, taking a breath, and creating atmospheres where comfort and authenticity shine,” says Quynh Mai, CEO and Founder of Qulture. Her insights into younger generations’ cultural leanings reveal that this movement is both a reaction to the world’s noise and a dramatic shift in consumer priorities.

On social platforms like TikTok and Instagram, hashtags such as #CozyChristmas, #SlowLife, and #Wholesome have exploded, reflecting a growing focus on creating intentional, warm spaces. Videos under these trends feature everything from serene cooking at home to crafting felt ornaments for the tree—redefining what it means to savor the holiday season.

Why Cocooning Is Gaining Traction 

Cocooning is not just a fleeting trend—it’s a response to seismic societal shifts. 

A Break from Overwhelm 

With news cycles filled with divisive elections, AI advancements, and world events, not to mention endless ads from Black Friday to Cyber Monday, many consumers are feeling burnt out. Cocooning is a collective exhale. It reflects the desire to step away from the external noise and make time for self-care, mental health, and simpler, more wholesome joys. 

Younger Generations Leading the Way 

Gen Z and millennials have redefined consumption by prioritizing experiences over extravagance. Their wish lists don’t heavily feature the latest tech or designer bags; instead, they lean towards home goods and activities that offer a mental escape from the stress of modern life. 

Some trending “cocooning-approved” gift ideas include:

• Weighted Blankets – Providing comfort and relaxation, they’re a must-have for cozy evenings in. 

• Retro Video Games – Titles like Animal Crossing and Minecraft bring an immersive, feel-good escape (#CozyGaming). 

• Art Supplies – Watercolors, scrapbooking kits, or embroidery for a creative outlet. 

• Hotel-Style Aromatherapy Diffusers – Bringing mindfulness and relaxation to daily life. 

• Specialty Coffee Machines – Encouraging slow mornings with personalized at-home creations. 

• Plush Socks and Robes – Practical and indulgent, a simple way to surround yourself with comfort. 

This shift goes deeper than just products. It’s a realignment of priorities—choosing authenticity, comfort, and experiences over flash and overindulgence.

How Cocooning is Changing Holiday Spending 

For businesses, the rise of cocooning creates opportunities to pivot strategies and better align with shifting consumer values. Quynh Mai explains that in this environment, marketing authenticity becomes key. Rather than flashy ads or high-pressure campaigns, brands should focus on messaging that resonates with deliberate, personal, and meaningful experiences. 

Retailers are taking notice and adapting their offerings: 

• Home Experiences – From cooking kits to at-home craft bundles, companies like Cozy Earth and Hatch are curating products that emphasize relaxation and creativity. 

• Wholesome Hobbies – Craft stores and local artisan shops are seeing an uptick as people return to hands-on, screen-free activities. 

• Personalized Comfort – Subscription services providing everything from teas to aromatherapy candles are redefining how consumers shop for relaxation. 

The Cultural Reset for Holiday 2024 and into 2025 

“DIY Holiday—Do It Yourself, For Yourself,” is this season’s mantra. For many, this means going back to wholesome traditions like decorating cookies, playing board games with family, or simply spending time with loved ones, in person or virtually. Cocooning represents a chance for a cultural reset—one where small moments take precedence over grand gestures. 

Even corporate giants are taking notes, ramping up branding around personalization and slowing down. Whether through user-friendly product bundles or intimate marketing campaigns, businesses now realize relevance is no longer about scale—it’s about substance. 

What Does This Mean for Entrepreneurs and Businesses? 

If you’re a brand or business navigating the holiday landscape, the cocooning trend holds crucial lessons for staying culturally relevant:

• Authenticity Over All Else – Ditch loud, over-the-top messaging in favor of relatable, human-centered stories. 

• Support Wholesome Living – Showcase products that enrich everyday moments or encourage creativity and mental well-being. 

• Tap Into #CozyCore – Leverage the hashtags and visual aesthetics that dominate Gen Z and millennial platforms to become part of their seasonal experience. 

Quynh Mai encourages entrepreneurs to view this transformation not as a challenge but as an opportunity to connect. “Cocooning opens a new door—where brands can step into consumers’ homes as trusted providers of comfort, warmth, and authenticity,” she says. 

Looking Ahead 

As consumers increasingly gravitate towards a slower, more intentional way of celebrating, cocooning is poised to extend beyond the holidays and influence culture year-round. From self-care Sundays to mindfulness-driven shopping, the trend has bigger implications for how businesses position themselves in an evolving landscape.

For forward-thinking retailers and entrepreneurs, the path forward is clear—embrace this cultural shift or risk being left behind. It’s time to huddle, cuddle, and meet your customers exactly where they are.

Businesses interested in exploring how cocooning can shape their 2024 holiday strategies are encouraged to connect with Quynh Mai for tailored insights via Qulture.agency.

Published by Martha R.