As retailers prepare for a slower holiday shopping season, one California brand is curating a different kind of growth — meaningful, mindful gifting with intention.

As co-founder and CEO of eco-friendly apparel brand HYPEACH, I’m tuned into a growing consumer shift toward intentional purchases — gifts that are meaningful and do good for the planet. With a focus on consciously crafted materials and planet-friendly practices, I believe this new era of “intentional gifting” could redefine how we shop this holiday season.

People aren’t just shopping for things, they’re shopping for meaning. We’re finding that consumers want to give gifts that reflect their values and make a positive impact.

Here are three insights and strategies for brands hoping to connect with today’s conscious consumer:

Do Good … and Tell People About It

A brand’s mission now matters as much as its product. According to TheRoundup.org, nearly 75 percent of consumers consider a company’s environmental or social impact before making a purchase, and 85 percent report that climate change awareness influences their consumption habits.

Consumers want to support brands that support something bigger than themselves. Whether that’s through sustainable production, donations, or community initiatives, if you’re doing good, it will attract those looking for more.

The Unboxing Experience Matters

Unboxing is part of the emotional journey of gifting. According to Shopify’s 2025 Global Holiday Retail Report, 62 percent of shoppers say premium packaging makes a gift feel more valuable, and nearly half are willing to pay more for eco-conscious wrapping.

At HYPEACH, our mission is to do good and feel good in all that we do. We set out to provide our signature and luxe packaging made with recyclable materials. It feels special and it’s leaving a lighter footprint. It’s a moment for both the buyer and the recipient.

Quality Over Quantity

As trends like quiet luxury and conscious consumption dominate 2025, quality craftsmanship and timeless style are key. McKinsey’s State of Fashion 2025 report shows that consumers are 30 percent more likely to buy fewer, higher-quality items than they were pre-pandemic.

I encourage brands to invest in quality wherever they can. For us, that means eco-friendly, high-quality materials that are nontoxic — and to tell those product stories clearly.

Transparency builds trust. People want to know where it’s made, who made it, and why it lasts.

The Takeaway

As spending habits evolve, the future of holiday retail isn’t about more, it’s about meaning. Shoppers are embracing intentional gifting as a reflection of their values, focusing on sustainability, design, and emotional connection. When you give something thoughtful, you literally pay it forward in so many ways with the purchase.

Marlo Hovis is the founder and chief brand and product officer at HYPEACH, a Southern California-based apparel brand at the forefront of sustainable and purposeful fashion.