CELEBRATING
WILL YOU CELEBRATE?
HAVE YOU STARTED PLANNING?
Numerator 2022 Holiday Preview Survey 01/26/22 n=11,578
DO YOU EXPECT TO CELEBRATE THE FOLLOWING 2022 HOLIDAYS?
While most consumers expect to celebrate a variety of holidays throughout the year, only about a third are thinking beyond February for their holiday planning at this time. Christmas, Easter and Thanksgiving have the highest likelihood of advanced planning, with nearly a fifth of consumers already thinking through their plans as of late January.
Celebrating holidays in 2022.
Gathering with family and friends is the most popular way to celebrate holidays across the board, with half (49%) of consumers planning to gather for any given holiday. The top holidays for gathering are Christmas (77%), Thanksgiving (21%) and Easter (66%).
How will consumers celebrate?
HAVE YOU STARTED PLANNING FOR / THINKING ABOUT HOW YOU WILL CELEBRATE?
Which 2022 holidays are consumers planning to celebrate, and what are their plans for celebrating?
Celebrating
2022 HOLIDAY PREVIEW
What will consumers purchase for their 2022 holiday celebrations and where will they do their shopping?
Shopping
How much will be spent on holiday 2022 celebrations and how might inflation impact that spending?
Spending
Numerator’s 2022 Holiday Preview leverages survey intel from over 11,000 consumers gathered in late January 2022. It highlights celebration, shopping and spending plans for 14 key holidays through the end of the year. The survey will be updated periodically throughout the year as holidays get closer to monitor any changes in planning or intentions.
GATHERING
Top 5 holidays for gathering with friends & family
Cooking / Baking
Grilling / BBQ
Going Out
Attending a Party
Ordering In
Traveling
Giving Gifts
Decorating
SELECT OPTION BELOW
SHOPPING
For any given holiday, roughly 95% of consumers intend to purchase something for their celebrations. The most popular items are food & beverages, but products such as gifts, decorations, party supplies, apparel and games & activities are also popular for select holidays.
Shopping for 2022 holidays.
Valentine's Day
St. Patrick's Day
Easter
Cinco de Mayo
Mother's Day
Memorial Day
Father's Day
Independence Day
Labor Day
Halloween
Thanksgiving
Hanukkah
Christmas
New Year's Eve
Valentine's Day
St. Patrick's Day
Easter
Cinco de Mayo
Mother's Day
Memorial Day
Father's Day
Independence Day
Labor Day
Halloween
Thanksgiving
Hanukkah
Christmas
New Year's Eve
In-store shopping is the most popular option for all holidays except Christmas, which has a slight skew towards online shopping. Consumers have a higher intention to shop online in general for holidays with a focus on gift-giving such as Christmas, Mother’s & Father’s Day.
Where will consumers shop?
SPENDING
For most holidays, the largest segment of consumers expect to spend $25-50 on their purchases. Shoppers think they’ll spend closer to
$100-150 on Thanksgiving purchases and significantly more on Christmas– over half (59%) think they’ll spend over $200.
2022 holiday spending intentions.
Gathering
Gathering
Cooking / Baking
Giving Gifts
Grilling / BBQ
Ordering In
Going Out
Attending a Party
Traveling
Decorating
Christmas
Thanksgiving
Easter
New Year's Eve
Independence Day
77%
66%
71%
56%
59%
Christmas
Thanksgiving
Easter
Valentine's Day Father's Day
Consumers turn to cooking & baking on a variety of holidays, but Christmas (57%), Thanksgiving (51%) and Easter (42%) are by far the most cooking-centric holidays.
Top 5 holidays for cooking & baking
COOKING / BAKING
Christmas
Halloween
Easter
St. Patrick's Day
Valentine's Day
Christmas and Halloween are by far the most popular holidays for decorating the house (62%, 48%) though about a quarter do so for Easter (28%), St. Patrick’s Day (27%) and Valentine’s Day (24%) as well.
Top 5 holidays for decorating
DECORATING
Christmas
Thanksgiving
Labor Day
Memorial Day
Independence Day
Consumers are most likely to travel for Christmas (24%) followed by Thanksgiving (15%) and Labor Day (15%).
Top 5 holidays for traveling
TRAVELING
Christmas
Independence Day
New Year's Eve
Thanksgiving
Halloween
Consumers are most likely to attend or host a party for particularly celebratory holidays such as Christmas (29%), Independence Day (23%) and New Year’s Eve (22%).
Top 5 holidays for attending / hosting a party
ATTEND / HOST A PARTY
Cinco de Mayo
Valentine's Day
Mother's Day
St. Patrick's Day
Father's Day
Going out to eat or out for drinks isn’t a top choice for holidays centered on larger gatherings, but is a key celebration method for smaller holidays such as Cinco de Mayo (40%), Valentine’s Day (37%), Mother’s Day (26%) and St. Patrick’s Day (25%).
Top 5 holidays for going out to eat / for drinks
GOING OUT TO EAT
Cinco de Mayo
Valentine's Day
New Year's Eve
Halloween
St. Patrick's Day
Ordering food & drinks for pickup or delivery coincides closely with holidays where consumers might otherwise opt to go out, such as Cinco de Mayo (19%) and Valentine’s Day (2/14).
Top 5 holidays for ordering food & drinks
ORDERING IN
Independence Day
Labor Day
Memorial Day
Father's Day
Cinco de Mayo
Grilling & barbecuing noticeably pops around summer holidays such as Independence Day (63%), Labor Day (60%), Memorial Day (59%) and Father’s Day (42%).
Top 5 holidays for grilling & BBQ's
GRILLING & BBQ
Christmas
Mother's Day
Father's Day
Valentine's Day Hanukkah
Giving Gifts is concentrated around key holidays such as Christmas (69%), Valentine’s Day (44%), Father’s Day (41%) and Mother’s Day (35%).
Top 5 holidays for giving gifts
GIVING GIFTS
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FOOD
Numerator 2022 Holiday Preview Survey 01/26/22 n=11,578
Valentine's Day
St. Patrick's Day
Easter
Cinco de Mayo
Mother's Day
Memorial Day
Father's Day
Independence Day
Labor Day
Halloween
Thanksgiving
Hanukkah
Christmas
New Year's Eve
ALCOHOL
OTHER BEVERAGES
CANDY
28%
30%
42%
51%
57%
34%
52%
55%
57%
84%
24%
42%
59%
60%
63%
12%
12%
16%
18%
19%
12%
13%
15%
15%
24%
16%
21%
22%
23%
29%
24%
27%
28%
48%
62%
17%
25%
26%
37%
40%
WHAT ITEMS WILL YOU PURCHASE FOR [HOLIDAY]?
Nearly three-fourths (73%) of consumers expect COVID-19 to impact their 2022 holiday celebrations– 38% expect the impact to be moderate or significant.
COVID-19's potential impact on 2022 holiday celebrations.
Grocery & Mass retailers are the top two locations consumers plan to shop for all major holidays, with food-focused holidays leaning grocery and gift-focused holidays leaning mass. Club retailers, bars & restaurants, and specialty retailers such as craft and costume stores round out the top five places consumers intend to purchase holiday goods.
Top channels for 2022 holiday shopping.
TOP HOLIDAYS FOR PURCHASING...
GIFTS
DECORATIONS
PARTY SUPPLIES
APPAREL
GAMES
Christmas
Mother's Day
Father's Day
Christmas
Halloween
St. Patrick's Day
New Year's Eve
Independence Day
Christmas
Christmas
Halloween
St. Patrick's Day
Christmas
New Year's Eve
Hanukkah
Nearly 9 in 10 (89%) of consumers expect inflation to impact their 2022 holiday shopping– 59% expect the impact to be moderate or significant.
Inflation's potential impact on 2022 holiday shopping.
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
ONLINE IN-PERSON
Valentine's Day
St. Patrick's Day
Easter
Cinco de Mayo
Mother's Day
Memorial Day
Father's Day
Independence Day
Labor Day
Halloween
Thanksgiving
Hanukkah
Christmas
New Year's Eve
$200+
$150 - 200
$100 - 150
$75 - 100
$50 - 75
$25 - 50
$10 - 25
< $10
HOW MUCH DO YOU EXPECT TO SPEND ON [HOLIDAY]?
Green section represents average range (50%+ of responses)
% "Definitely Will" or "Probably Will"
% Yes, limited to those who celebrate the holiday