Festive facts from Mintel for the holidays

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 US has a sip of whisky/bourbon during winter holidays.
• Festive taste: 35% of US milk-drinkers say that eggnog is their favourite/a flavour they like. 46% of dark spirits drinkers in the US say they consume them to socialise with friends; 32% have a sip when spending time with family.
• Over one in five (22%) primary household shoppers says 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 socialising

• Ready to party: 41% of Americans attended a party or event at a friend's house last year during Christmas.
• Three in ten (30%) US consumers took advantage of day after Christmas sales and deals last holiday season.
• Not everyone is so keen on catching the big bargains - 47% of US 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? 19% of US 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% of folks in the US made a gift for a loved one last Christmas.
• Say it with flowers - 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 US gamers spent more than US$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 US 52% of candle buyers prefer spice or scents like vanilla or cinnamon.

Source: Mintel Oxygen Reports