Screen-free play is having a moment in 2026. Newsweek reports that U.S. toy sales rose 17% in the first half of the year, and PwC found 64% of holiday shoppers are drawn to nostalgic, screen-free gifts, a shift the Toy Association calls “cozy culture.”
What’s trending
Americans are putting their phones down, and spending money to do it. According to Newsweek, toy sales rose 17% in the first six months of 2026, the strongest first-half growth in six years, citing Circana data. Much of that growth came from trading cards and collectibles aimed at teens and adults, not just kids.
The holiday data points the same way. PwC’s Holiday Outlook 2026 found that 64% of consumers are drawn to nostalgic, screen-free gifts, rising to nearly 8 in 10 among Gen Z, according to Retail TouchPoints. And on Shopify, analog sales are surging: vinyl was up 40% and CDs 137% year over year in June.
Why it’s resonating
The Toy Association has a name for it: “cozy culture,” describing screen-free play as a space for “emotional regulation, creativity, and connection,” as Newsweek reported. McKinsey’s State of the Consumer 2026 research, also cited by Newsweek, found that people choosing experiences prioritize spending quality time with others.
After years of screens at work, at school and at the dinner table, the appeal is obvious. A game everyone plays together, face to face, feels like a small luxury.
What it means for holiday parties
Expect the analog shift to show up at this year’s gatherings in the form of board games, card games and the kind of old-fashioned party games that get a whole room laughing. They’re cheap, inclusive, and they work for grandparents and teenagers at the same time.
The left right gift exchange is a perfect example: everyone sits in a circle, one person reads a story aloud, and gifts change hands every time LEFT or RIGHT comes up. Versions like this printable Christmas left right game with 5 stories keep it simple. Only the reader needs the page (it can even be read from a phone), and everyone else gets to put theirs away.
The bottom line
Cozy culture isn’t just a toy-aisle trend. It’s a sign that people want to spend the holidays connecting, not scrolling. The most memorable part of this year’s party might be the simplest one.