HOLIDAY CONSUMER INTENTIONS STUDY

Know More About Consumers’ Shifting Holiday Expectations

Survey: 2021 Holiday Intentions

Numerator's Q2 2021 Holiday Survey. To help brands, retailers and agencies inform their strategies for key holidays & events, we’ve surveyed nearly 4,000 consumers to understand how they expect to celebrate— and shop for— upcoming 2021 holidays. Explore the interactive charts below for a high-level view of intended consumer celebration, shopping and spending habits for Cinco de Mayo, Mother's Day, Memorial Day and Father's Day. 

For further insights and a more in-depth analysis on how consumers are thinking about upcoming holidays, download the full report with additional views including:

  • How holiday expectations differ based on COVID-19 vaccination status
  • Which foods & drinks consumers will buy for their holiday celebrations
  • What the top gifts will be for Mother's Day and Father's Day
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Cinco de Mayo 2021

  • The pandemic’s influence will still be strong this Cinco de Mayo, with only 1 in 4 consumers expecting to be able to celebrate the holiday normally, free of COVID restrictions.
  • Consumers will replace eating out with ordering in this Cinco de Mayo. They are 49% less likely to go out to eat or out for drinks this year vs. previous years, and are 38% more likely to order takeout or delivery. 
  • Despite the reduced likelihood of celebrating outside the home or in large groups, nearly 7 in 10 consumers expect to spend about the same or slightly more on this year’s holiday vs. previous years. 
 

Mother's Day 2021

  • 1 in 3 consumers expect to celebrate Mother’s Day normally this year, but most still expect a COVID impact.
  • Pandemic-stye celebrations will continue this Mother’s Day as consumers are 29% less likely to see their mothers in person and 23% more likely to call or video chat.
  • Gift-giving intentions are lower than previous years, but 3 in 4 gift givers expect to spend the same on gifts this year vs. previous years.
 

Memorial Day 2021

  • Similar to past Memorial Days, grilling & BBQs will be the #1 way to celebrate, though intentions to do so are down slightly from past years, along with intentions to gather with friends and family.
  • As seen with other COVID-era holidays, consumers have an increased likelihood of ordering food & drinks for pickup or delivery, up 30% this year vs. prior years. 
  • While travel might be picking up across the country, consumers are still 51% less likely to travel on the first long weekend of the summer than they have in years past.  
 

Father's Day 2021

  • 40% of consumers expect their Father’s Day plans to be unaffected by COVID restrictions, the highest of any spring or summer holiday to-date.
  • Celebrating in-person with dad tops the chart for this year’s Father's Day plans. Though down from previous years, more than 1 in 3 plan to celebrate in-person this Father’s Day.
  • While intention to give gifts this year is down from 47% to 36%, more than 9 in 10 plan to spend the same or more on gifts this year vs. prior years.
 
Holiday Intentions Study

For further insights and a more in-depth analysis on how consumers are thinking about upcoming holidays, download the full report with additional views including:

  • How holiday expectations differ based on COVID-19 vaccination status
  • Which foods & drinks consumers will buy for their holiday celebrations
  • What the top gifts will be for Mother's Day and Father's Day

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