40% of Americans will get an "experience" gift this Christmas

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(NBC News Channel) - 40% plan to give an intangible gift such as an experience or service this holiday.

According to the NPD Group, those 40% will be gifting experiences like concert tickets, spa treatments and wine tastings.

About 7% will purchase a subscription box or service as a gift this holiday season.

The purchase intent for experiential gifts and subscription services is the strongest in Gen-Z and Millennial holiday shoppers.