São Paulo, December 16, 2025 – As the end-of-year holidays approach, new data from Nubank, one of the world’s largest digital financial services platforms, reveals a shift in the spending habits of its customers under 18, who belong to Generations Z and Alpha.
An analysis of consumption patterns from November to December shows a 33% growth in clothing expenditures and 25% in electronics. Meanwhile, leisure spending increased by 35%. This growth occurs alongside a 10% to 14% decrease in categories such as restaurants and supermarkets among under-18-year-olds.
The “Caixinhas” (Money Boxes) feature also shows usage peaks at the end of the year. In 2024, the average amount saved in December was 28% higher than in November, with an average of R$334 deposited. Preliminary data for 2025 suggests the same trend. Customers are also proactively naming their Money Boxes with festive goals; thousands are titled 'Christmas Gifts,' 'Secret Santa,' 'New Year’s Installments,' 'Christmas Raffle,' 'Christmas Box,' and 'Christmas and New Year.'
The act of gifting is also digital and personalized, with a significant increase in Pix transfers sent with themed messages such as 'a Christmas gift for u' and 'happy new yearrr!' The number of these messages sent by users more than tripled between October and November 2025.