As the final countdown begins, Mintel gets into the holiday spirit with 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 spirit 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 spirit drinkers in the U.S. say they consume them to socialize with friends; 32 percent have a sip when spending time with family.
• More than 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 (age 18-24) frequently eat turkey at home vs. 7 percent of seniors (age 55-64).
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 10 (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? Nineteen 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 (e.g., Thanksgiving, Christmas, Easter).
• Calendar holidays are the realm of senior party planners: 68 percent of hosts age 65 and older 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 vs. 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’? Nine 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.
