Mintel Releases Holiday Facts, Figures

As the final holiday countdown begins, Mintel offers a variety of festive stats and figures covering food and drink, health, alcohol, shopping, household goods and personal care.

Food, Spirits and Baking Habits

  • More than nine in 10 (91 percent) Americans made some sort of festive-related purchase last year (2011), whether it was holiday food (61 percent), decorations (35 percent) or alcoholic beverages (27 percent).
  • More than a third (36 percent) of dark spirits drinkers in the U.S. have a sip of whisky/bourbon during winter holidays.
  • Festive taste -- 35 percent of U.S. milk-drinkers say that eggnog is their favorite/a flavor they like.
  • Forty-six percent of dark spirits drinkers in the U.S. say they consume them while socializing with friends; 32 percent have a sip when spending time with family.
  • Over one in five (22 percent) primary household shoppers say they only bake for special occasions like winter holidays or birthdays.
  • Twenty-one percent of U.S. young adults (those aged 18-24) frequently eat turkey at home versus 7 percent of seniors (55-64 year old).

Shopping and Socializing

  • Ready to party – 41 percent of Americans attended a party or event at a friend’s house last year during Christmas.
  • Three in ten (30 percent) U.S. consumers took advantage of day-after-Christmas sales and deals last holiday season.
  • Not everyone is so keen on catching the big bargains – 47 percent of U.S. shoppers say they avoid going to stores the day after Christmas because of the long lines and crowds.
  • Who’s on your gift list? -- It seems 16 percent of Americans bought themselves a present last Christmas, while 62 percent picked up a gift for someone else.
  • Prefer to shop on the go? -- 19 percent of U.S. consumers agree that making holiday purchases with a smartphone is more convenient than visiting a brick-and-mortar store.
  • Homemade gifts are appreciated too – 22 percent of folks in the U.S. made a gift for a loved one last Christmas.
  • Say it with flowers – 18 percent of Americans who purchased flowers in the past year for someone else did so to celebrate a winter holiday like Christmas or Hanukkah.
  • Twenty percent of U.S. gamers spent more than $250 last year during the holiday season on consoles, games and hardware for themselves.
  • Twenty percent of Americans booked their latest travel for a holiday vacation (Thanksgiving, Christmas and Easter).
  • Calendar holidays are the realm of senior party planners -- 68 percent of hosts aged 65+ hosted an event for calendar holidays in 2011.
  • Who’s the party planner? -- Women are nearly twice as likely as men to indicate being solely or mostly responsible for the planning of an at-home event, 81 percent versus 44 percent.

Household and Personal Care

  • Watch the overeating -- more than half (55 percent) of Americans suffered from indigestion or an upset stomach in the last year.
  • No room at the relatives'? – 9 percent of Americans stayed at a hotel during Christmas break in the last year.
  • Make your home smell like the holidays -- in the U.S., 52 percent of candle buyers prefer spice or scents like vanilla or cinnamon.

Mintel is a leading global supplier of consumer, product and media intelligence.

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