While 93 per cent said they still celebrated Christmas, the majority did so with an artificial Christmas tree, and said they would prefer gift cards to actual presents.
Colmar Brunton chief executive Jacqueline Ireland said Kiwis were not becoming a nation of Christmas grinches, but the idea of a traditional Christmas was definitely changing.
"We're still into Christmas as a nation. Our survey shows 75 per cent either like or love Christmas and only 8 per cent aren't fussed or hate it.
"But we are seeing some broader trends affecting the way we approach Christmas."
Almost two thirds of Kiwis will go with a convenient and reusable artificial Christmas tree, Ms Ireland said. Fifteen per cent would not bother with a tree at all.
Giving and receiving gift vouchers makes 54 per cent of those surveyed happy, and even 28 per cent of those who do not like giving gift vouchers are happy to receive them.
"With an unlimited range of gift vouchers available today, many of which can be purchased online, and the possibility of bargains in post-Christmas sales, gift vouchers have become an option that most of us are happy to give or receive."
Ms Ireland said two out of five Kiwis would not send Christmas cards or messages this year.
However, cards or messages were still preferred over email or Facebook and those living in the upper North Island and older people without children were those most likely to send them.
Parents and partners were rated as the best Christmas present givers.
However, parents also topped the worst present givers list alongside in-laws.
Christmas traditions may be changing -- but what hasn't changed was the desire to spend time with family and enjoy a Christmas feast, Ms Ireland said.
Kiwis would most like to have to company of John Key, Richie McCaw and Stephen Fry at the Christmas dinner table.
"Not surprisingly it was a different story under the mistletoe," Ms Ireland said.
"Johnny Depp, Channing Tatum and George Clooney were the male celebrities Kiwis would most like to encounter under the mistletoe, and Jennifer Lawrence the most popular female choice."
