Mintel Celebrates The Holidays With Statistics

Festive stats ring in the new year.

Chicago-based research firm Mintel presents a number of interesting holiday stats in categories ranging from food to shopping to personal care.

Food, Spirits and Baking Habits
• More than nine in 10 (91%) Americans made some sort of festive-related purchase last year (2011) whether it was holiday food (61%), decorations (35%) or alcoholic beverages (27%).

• More than a third (36%) of dark spirit drinkers in the U.S. have a sip of whisky/bourbon during winter holidays.

• Festive taste: 35% of U.S. milk-drinkers say that egg nog is their favorite/a flavor they like.

• 46% of dark spirits drinkers in the U.S. say they consume them to socialize with friends; 32% have a sip when spending time with family.

• Over one in five (22%) primary household shoppers say they only bake for special occasions like winter holidays or birthdays.

• 21% of US young adults (those aged 18-24) frequently eat turkey at home versus 7% of seniors (55-64 year old).

Shopping and Socializing
• Some 41% of Americans attended a party or event at a friend’s house last year during Christmas.

• Three in ten (30%) 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. Some 47% 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% of Americans bought themselves a present last Christmas, while 62% picked up a gift for someone else.

• Prefer to shop on the go? About 19% 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, as 22% of folks in the U.S. made a gift for a loved one last Christmas.

• Say it with flowers. Some 18% of Americans who purchased flowers in the past year for someone else did so to celebrate a winter holiday like Christmas or Hanukkah.

• 20% of U.S. gamers spent more than $250 last year during the holiday season on consoles, games and hardware for themselves.

• 20% 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% 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% versus 44%.

Household and Personal Care
• Watch the overeating: More than half (55%) of Americans suffered from indigestion or an upset stomach in the last year.

• No room at the relatives? 9% 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% of candle buyers prefer spice or scents like vanilla or cinnamon.






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