More holiday insights,
for more growth.

Access deep, omnichannel consumer and competitive insights during the 2021 holiday season. 

The Numerator Holiday Hub is your resource for real-time, comprehensive holiday insights that will help you drive end-of-year growth. Check back for continued updates and fresh perspective into holiday consumer and marketing trends throughout the season.

consumer insights stats

Q4 2021 Holiday Intentions Survey

Overall, plans to celebrate and engage in normal holiday-related activities are down across all upcoming holidays.


fewer households expect to go trick-or-treating this year than in previous years


fewer households expect to gather with family or friends for Thanksgiving


fewer households expect to give Christmas gifts this year

Latest Resources

cyber weekend share recap

Cyber Weekend Recap

Market Share Insights

Our Cyber Weekend Recap provides a complete omnichannel view of where consumers shopped on Black Friday and Cyber Weekend 2021. Visit the page for market share insights at top retailers— both in total, and broken out by generation, income level and race & ethnicity— and online vs. in-store share splits.

cyber weekend shopper survey

Cyber Weekend Shopper Survey

Survey Insights

In our 2021 Cyber Weekend Survey, we asked +10K Cyber Weekend shoppers about their experiences. Download the report to find out where and how consumers made their purchases; how inflation & product shortages impacted Cyber Weekend shopping; and how much holiday shopping consumers have left to finish this year,

Black Friday 2021 Promotions Review

Black Friday 2021 Promotions Review

Promo Intel

Connect the dots between Black Friday consumer behavior and the omnichannel promotional activity that influenced it with our Black Friday 2021 Promotions Review. Download the report to learn how promotions compared to 2020, which brands & categories were promoted most, and how deep discounts were overall and by category.

gifting insights

The Numerator Holiday Gifting Tracker

Weekly Survey Insights

See weekly updates on purchasing trends & promotional activity in popular gifting categories— including Beauty, Electronics, Gift Cards, Home Goods, Power & Hand Tools, and Toys. Visit the tracker for real-time insights to guide your holiday strategies.

product shortages holiday 2021

Product Shortages & Holiday Shopping

Survey Insights

Holiday shoppers know that it doesn’t matter who was naughty or nice this year— with widespread product shortages continuing into the holiday season, many expect to have trouble checking off their lists either way. Read on to find out how consumers expect supply chain disruptions to affect holiday shopping this year, and how they’ll adjust their plans to minimize the impact.

cyber weekend survey

Cyber Weekend Preview Report

Celebration & Shopping Intentions

In this follow-up to our Q4 Holiday Intentions Report, we combine a look forward at consumer shopping intentions for Black Friday/Cyber Weekend 2021— broken out by region and vaccination status—  with a look back at sales, promotions and advertising data from prior years, for a comprehensive preview of what you can expect this year.

holiday candy insights

2021 Candy Tracker

Weekly Insights

Our newly launched Candy Tracker provides weekly insight into consumer candy buying behavior through the holiday season, as well as monthly insights into candy advertising & promotional activity. Insights for purchase and promo activities are broken out by seasonal vs. non-seasonal candy, for a granular look at both holiday-related and everyday candy trends.

Learn how your brand or category will be affected this holiday season

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