As High-End Goods Grow Out of Reach, Cost-Conscious Consumers Make Luxury Style Accessible to All

With inflation and higher prices changing how people shop for the holidays, a new trend is emerging: the "Ralph Lauren Christmas." Popular among Gen Z and shoppers watching their budgets, this movement mixes a longing for the lavish style of the 1990s with creative thriftiness. Social media platforms such as TikTok and Instagram have seen searches for the term soar by 600%, and Etsy has reported a 180% increase in related decor searches compared to last year, according to

.

The heart of this trend is recreating the brand’s iconic look—think plaid patterns, velvet textures, and brass details—without the hefty price tag. Shoppers are turning to thrift shops, dollar stores, and discount outlets for imitation brass candle holders, plastic nutcrackers, and generic tartan throws. “This search pattern shows the trend has shifted from a niche interest to a widespread approach to holiday planning,” said Chase Varga, Marketing Director at ListenFirst, as cited by Fortune.

This change mirrors larger financial worries. The 2025 Deloitte Holiday Retail Survey predicts average holiday spending will be $1,595, a 10% drop from 2024, while Visa’s data reveals people expect to spend $736 on gifts—a 10% rise from last year, but mainly due to increased prices, according to

. Adding to the strain, LendingTree projects tariffs will cost shoppers an extra $28.6 billion this holiday season, averaging $132 per person, as reported by .

For many, the "Ralph Lauren Christmas" is less about the brand itself and more about the feelings it inspires. The style brings back memories of “grandparents’ homes” and “classic holiday movies,” providing comfort during uncertain times, according to Fortune. Retailers are tapping into the trend by pairing luxury-inspired products with budget-friendly options in their holiday promotions.

At the same time, the brand is enjoying a financial upswing. In the third quarter of 2025,

posted earnings of $3.77 per share, beating forecasts by $0.27 and achieving a 13.7% increase in revenue year-over-year, according to a . Major investors have taken note: AlphaStar Capital Management LLC and Envestnet Asset Management Inc. increased their holdings in the first half of 2025, with Envestnet adding $52.4 million in shares, per the same MarketBeat report.

Experts remain optimistic. Needham & Company has raised its price target to $350, and the stock now holds a “Moderate Buy” rating with an average target of $336.12, according to an

. Despite economic challenges, the company’s 1.1% dividend yield and robust 33.72% return on equity have drawn in long-term investors, as noted in a .

This movement highlights a contradiction: as luxury becomes harder to afford, its style is kept alive through more accessible means. For Gen Z, putting together a "Ralph Lauren Christmas" is a sincere effort to revive warmth and tradition in tough times, not a tongue-in-cheek gesture. As one social media commenter said, “It’s about making magic, not just purchasing it,” a sentiment Fortune featured.

Though some critics say the trend simply recycles old customs, its popularity shows the lasting charm of carefully crafted nostalgia. For Ralph Lauren, the challenge is to maintain its luxury image while appealing to a generation that values affordability—one that is now redefining the spirit of the holidays in new ways.