HOLIDAY CONSUMER INTENTIONS STUDY

Know More About Consumers' Shifting
Holiday Expectations

Numerator's Quarterly 2021 Holiday Survey. To help brands, retailers and agencies inform their strategies for key holidays & events, we're surveying thousands of consumers on a quarterly basis 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 upcoming holidays or download the full report for a more in-depth analysis with additional views.

Upcoming Holidays Overview

  • 80% of consumers expect to celebrate one or more upcoming holidays– Halloween, Thanksgiving, Christmas and/or New Year’s– normally & free of COVID-19 restrictions.
  • 11% will be celebrating normally for the first time, while the remaining have already celebrated at least one 2021 holiday free of COVID-19 limitations.
  • 7% of consumers will scale back on celebrations despite having celebrated normally earlier this year, and another 14% have not and will not celebrate holidays normally until 2022 or later.

Halloween 2021 Consumer Plans

  • 71% of consumers expect COVID-19 to impact their halloween celebrations, though only 16% expect this impact to be significant.
  • Overall plans to celebrate Halloween are down this year, with specific activities like gathering with friends & family, going trick-or-treating, or attending / hosting a party all down at least 10 percentage points versus typical years.
  • About one-third of shoppers spend $25-50 on their Halloween items, while just over one-fourth spends $75+. This year, two-thirds expect to spend about the same as they typically do, while one-fifth expect to spend more.

Download the full report to learn what consumers will buy for Halloween, what candy & snack purchasing will look like, where they’ll shop, and how plans differ by US region and COVID-19 vaccination status. 

 

Thanksgiving 2021 Consumer Plans

  • 65% of consumers expect COVID-19 to impact their Thanksgiving celebrations, though only 15% expect this impact to be significant.
  • Thanksgiving celebration plans are expected to be muted this year, with travel intentions and party plans cut in half versus a typical year. Overall, 71% of consumers still plan to gather with friends and family to celebrate, down 13 points from previous years.
  • Over half of consumers spend $75+ on their Thanksgiving celebrations, with nearly a third spending $100+. This year, two-thirds of consumers expect to spend the same as they have in the past, while one-fifth expect to spend more.

Download the full report to learn what consumers will buy for Thanksgiving, where they’ll shop, and how plans differ by US region and COVID-19 vaccination status. 
 

 

Christmas 2021 Consumer Plans

  • 70% of consumers expect COVID-19 to impact their Christmas celebrations, though only 17% expect this impact to be significant.
  • Consumers will be less likely to gather this Christmas, with only 72% planning to get together with friends & family compared to 86% in past years. Intentions to travel, eat out, and order in are all down as well, pointing toward a simple Christmas for many.
  • Nearly two-fifths of consumers spend over $100 on their Christmas food & drinks in a typical year. This year, over two-thirds expect to spend roughly the same amount as they have in the past, with one-fifth expecting to spend more.

Download the full report to learn what consumers will buy for Christmas, where they’ll shop, what their plans are for gifting, and how plans differ by US region and COVID-19 vaccination status. 
 

 

New Year’s 2021 Consumer Plans

  • 69% of consumers expect COVID-19 to impact their New Year’s celebrations, though only 16% expect this impact to be significant.
  • Plans to celebrate New Year’s Eve are down significantly this year, with over 15 point drops for activities like gathering with friends & family, attending or hosting a party, and going out to eat or out for drinks. 6% will avoid celebrating altogether. 
  • New Year’s Eve spending is widely distributed, with most consumers spending anywhere from $25 to $100+. This year, nearly seven-tenths plan to spend the same as they have previously, and one-fifth expect to spend more. 

Download the full report to learn what consumers will buy for New Year’s Eve, where they’ll shop, and how plans differ by US region and COVID-19 vaccination status. 
 

 
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The Latest: 2021
Q4 Holiday Report

For further insights and a more in-depth analysis on how consumers are thinking about Halloween, Thanksgiving, Christmas & New Year’s, download the full report that includes:

  • How consumers feel about upcoming holidays & how they plan to celebrate
  • What shopping behaviors and spending habits are likely to look like this fall & winter
  • Where consumers plan to purchase supplies for upcoming holidays
  • PLUS: How holiday expectations differ based on COVID-19 vaccination status & US Region

Get quarterly updates with fresh insights for upcoming seasonal holidays.

2020 Subscription Form