"Hey Google, what are the top gifts of 2025?" We have good news for everyone asking: the search engine has released their annual Holiday 100 list, showcasing trending items and categories with astronomically high search volumes, some even hitting an all-time peak throughout the last year.
A majority of these products have already earned the Shop TODAY stamp of approval, from Travel Gear and Sleep Award winners to editor-loved fitness rings, mascara, denim jeans and tons more.
Below, you'll find an editor-curated glimpse into the products we love most from Google's Holiday 100 list — see here for the full list of accessories, apparel, tech and more that make worthy gifts for anyone and everyone on your list (including yourself!).
Google Holiday 100 beauty
A celebrity makeup artist we previously spoke with named this affordable find her “holy grail” when it comes to waterproof mascara. Waterproof mascara searches reached an all-time high this year in the United States, and not only will this pick withstand smudges and tears, but they give off a “false lash effect,” according to experts.
"Bath soak" has been a trending topic every single December for the past 14 years. This award-winning nighttime essential earned the title of best overall bath soak during Shop TODAY's 2025 Sleep Awards for its calming and soothing properties, ease of use and natural key ingredients.
When looking for an affordable, easy way to do her nails without compromising on quality and style, associate editor Kamari Stewart-Jackson's search ended with Salon Perfect.
"Every time I wear a set of Salon Perfect press-ons, I get complimented!" she says. "Even my mom loved them so much that, after she saw my set, she ran to Walmart to get her own and did them the same day."
We love this lip solution for dry lips in need of rescuing, especially during the wintertime. Berry-colored lips, in specific, are on the rise compared to other makeup and beauty products like blushes and nail polishes.
This 3-in-1 serum is a Shop TODAY (and now Google Holiday 100) favorite, and a pick from Alicia Keys’ lifestyle beauty brand, Keys Soulcare. You can use it as the first or last step in your getting ready routine, as users say it works well and feels lightweight both underneath and on top of makeup.
Small but mighty, one of our writers relies on this hair oil to “combat hair despairs” such as frizz, dry strands and rough, tough tresses.
“My hair, usually dull and dry-looking, also appears much healthier,” she says. “There’s a sheen — glossy, not greasy — that I’ve never seen before, even when I’ve used other serums. Plus, the results lasted overnight! Somehow, I woke up with a fresh-from-the-salon look despite being fresh out of bed.”
We’ve been fans of Glow Recipe since 2021 when we first reported about their Watermelon line. This toner has several goals, but most prominently reducing pores while exfoliating and hydrating skin.
One of our writers said this left her skin feeling “supple and hydrated,” leaving her face feeling more than “prepped” for the rest of her morning routine.
This toothbrush is equipped with three speed settings you can tap through to ensure a thorough clean that even your dentist will be impressed with.
Searches for “electric toothbrush” surge every November and December, so either we’re all trying to erase cavities from Halloween, or toothbrushes truly make a great stocking stuffer.
An expert we previously interviewed loves this “cult favorite” and recommends it for anyone wanting a “light, fresh finish.” It’s also a Shop TODAY 2025 Beauty Award Winner, with editors loving its lightweight feel and hydrating, skin care-forward ingredients.
Gifts We Love 2025
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Gifts We Love on Amazon
Gifts We Love - Stocking stuffers
Award-Winning Stocking StuffersGoogle Holiday 100 fashion and accessories
Stash miniature essentials within this bag charm that functions as a petite pocket for earbuds, chapstick, a set of keys or even doggy bags! Bag charms saw an increased interest this year, hitting an all-time high.
These stackable rings are a #1 bestseller for "women's eternity rings" on Amazon's site — which is no surprise, considering search inquiries doubled this year for stackable rings.
You can opt for a set of up to three rings, which one of our editors loves due to its sturdiness and sleek look. "I’m not an expert in precious metals, but I like to think I can tell when something looks cheap — and this ring doesn’t look cheap," she says, adding that they're "good quality" rings at an affordable price point.
Shop TODAY editors have described Bombas socks as “soft, stretchy and comfortable,” further noting that they don’t lose their shape after countless cycles through the washer and dryer. This pair is perfect for colder weather, thanks to its fabric blend that’s primarily made up of merino wool.
When searching for "calf socks," Bombas were the topmost result this year.
“I was skeptical of Good American at first, but after trying them out, I totally understand the hype,” admits Stewart-Jackson of these straight leg jeans. They’re the brainchild of Khloe Kardashian, and have a good amount of stretch to them — which is what helps them be ultra-flattering.
Multiple editors are fans of Warby Parker, including Stewart-Jackson and production associate Audrey Ekman.
“I’ve had my oldest pair of Warby Parker glasses for over a decade now and have gone back to buy more frames in the years since!” says Ekman. “Not only are Warby Parker’s glasses durable and easy to bring into a store for adjustments as needed, but the frames are all really stylish.”
You can easily add prescription lenses to any of the sunglasses Warby Parker offers, including this pair that rose to the top when searching for “unisex sunglasses.”
We’ve raved about Lululemon leggings many times before. The buttery-soft fabric blend paired with a variety of lengths and colors make them among our favorites when running errands or going on a run.
Athleisure leggings are on the rise, reaching an all-time high for searches this year. This specific pair also earned a Shop TODAY x Start TODAY Wellness Award in 2023 as a pair we’d splurge on time and time again.
Google Holiday 100 fitness and wellness
“Pilates rings” were a breakout term on Google Trends this year, serving as a must-have accessory to go with the wellness and exercise activity that’s also seen an increase in popularity in recent years.
Up the ante on your next walk with a weighted vest. Take it from editor Vivien Moon, who recently purchased one after seeing it on TODAY.
“When I take it off, I can immediately feel the difference and I love that it’s so easy to wear,” she says. “I don’t know if I can say that I’m stronger because of it, but I do feel an improvement in my physical being.”
The Oura ring is another Shop TODAY 2025 Sleep Awards winner for its ability to provide next-level sleep metrics. Beyond that, it tracks basic bodily trends and activities like heart rate, temperature, movement and more.
“While having an active lifestyle comes naturally to me, I have a hard time prioritizing sleep — and no other product has held me accountable to get those eight hours every night as well as my Oura ring,” says associate partnerships editor Lauren Witonsky. “I actually feel guilty if I don’t wind down when it sends me a reminder on my phone! It has also made me realize that if I want those solid eight hours, I need to be ready for bed about an hour early to factor in the time it takes to fall asleep and any disturbances in the middle of the night.”
Red light therapy has been increasing in popularity over recent years, however hit an all-time high this year in terms of search inquiries. Therabody’s take on the trending skin care product includes the use of red and blue light therapy to tackle goals of firming the skin, reducing fine lines and brightening dark spots.
Google Holiday 100 home and travel
The jetsetter in your life may think they know all the tips and tricks when it comes to traveling — however, even the most seasoned and well-traveled editors on our team were impressed with this “innovative” find.
It’s a passport cover with space to store an AirTag, making it easy to keep track of while you’re traveling internationally.
Talk about getting some bang for your buck! This packing cube set comes complete with four different packing cube sizes to fit sweaters, swimsuits and more, as well as a shoe bag and a clear toiletry case.
They earned the award for best value compression packing cubes during Shop TODAY’s 2025 Travel Gear Awards. It has dual-way zippers that we found zipped the easiest out of packing cubes tested, and managed to truly compress when fully closed.
Woobles alone had a search increase of 95% this year, but we could have told you that this beginner-friendly crochet kit would continue climbing up the ranks.
In 2024, we interviewed experts who said crocheting and knitting is one of the more affordable crafts or hobbies to start, thanks to its minimal equipment. “There’s so many different ways to learn and grow and give something a try,” they say. “A $5 skein of yarn, a $5 hook and you can make a scarf, a hat, you name it. It gives that sense of being able to approach it and jump into the category.”
Gift the newlyweds or hostess with the mostess with a custom charcuterie board — that reached an all-time high in searches this year. This version from Etsy can be customized with eight different fonts and you can even choose to purchase coasters, wine glasses, bowls and more to go with it.
Our Place says this duo can replace larger cookware sets — and online users agree, as this was the top trending brand across “cookware” categories this year.
They’re available in six different colors, including a limited-edition butter yellow, Our Place cookware is outfitted with a brand-specific Thermakind ceramic coating, that contains less toxins compared to other brands.
Turn your kitchen into an ice cream parlor with the use of this machine that hit an all-time high search peak this year. We love its counterpart, the Ninja Creami, for its ability to make custom recipes — adding a scoop of protein powder, a handful of berries, or even a fistful of chocolate chips.
This appliance allows you to do the same, with an end result of either frozen yogurt, sherbet, ice cream or milkshakes.
Google Holiday 100 toys
"Painting crafts" saw an uptick in searches this year, with a 125% increase compared to years past. This DIY craft utilizes a paint-by-number like model, but with puzzle pieces! Children can piece together a puppy or rainbow design using the numbered spaces to assist them.
Lovevery is parent-approved and keeps children off screens — its subscription model sends them new toys, games and more every three months or so, depending on the model you choose. Each kit helps them hone developmental skills, as it’s tailored to specific ages.
This kit in particular includes a play sink, faux flowers arranged on a wooden holder, routine flashcards and more, to encourage independent play as they evolve into “big kids.”
No golden ticket is required to start completing this set, that includes the iconic chocolate waterfall, Oompa Loompa's and even Snozzberries.
With over 2,000 pieces, this will keep beginner and intermediate builders alike busy for a few hours. Searches for this specific set were a breakout term on Google Trends before reaching an all-time high this year.
How we chose
The Shop TODAY editors and writers search the internet to find the best products out there. We interview expert sources, comb through customer reviews and even use our own personal experiences to make shopping easier for our readers.
For this story, we received an exclusive list from Google ahead of the launch, and combed through it to narrow down products that resonate with our audience.
