As America becomes increasingly diverse, our traditions are bound to change and adapt ÛÒ but thatÛªs not to say that old traditions are going the way of the dodo. Despite annual outcries about a supposed war on Christmas, itÛªs still AmericansÛª top pick (by a wide margin) when naming their favorite holiday from any point in the calendar year (with 46% naming it as their favorite). WhatÛªs more, Christmas is the top choice across generations and genders, among households with and without kids under 18, among all political persuasions, and across racial lines as well.
Thanksgiving (19%) is the second choice overall, followed by Halloween (9%), Fourth of July (5%), and Easter (3%). Though Thanksgiving holds the #2 spot among most groups, it doesnÛªt have a complete lock on the position, according to "Americans Weigh In on Their Favorite Holiday, Most Anticipated Eats, and How they Wash it All Down."
- Among Millennials, Halloween (17%) overtakes Thanksgiving (13%) for the second spot on the list.
- Thanksgiving holds onto second place among Hispanics (16%), but is closely followed by Fourth of July (15%). When looking at Hispanics by language dominance, though, results vary further still.
- Among English-dominant Hispanics, Halloween (20%) overshadows Thanksgiving (14%) as their second favorite holiday.
- Meanwhile, Fourth of July (16% Bilingual, 21% Spanish-dominant) tops turkey day (14% and 18%) as the second favorite among bilingual (16% 4th of July, 14% Thanksgiving) and Spanish-dominant (21%, 18%) Hispanics.
These are some of the results of The Harris Pollå¨ of 2,368 general population U.S. adults, along with representative oversamples of 511 Hispanic Americans (interviewed in English and Spanish) and 179 Asian Americans (interviewed in English), surveyed online between September 9 and 17, 2015.
When asked what one food or dish they most look forward to eating each year during this holiday season, turkey (32%) takes the cake (and the pie, for that matter), with more than three times the mentions of any other dish. Stuffing (9%) is a distant second, followed more closely by ham (8%) and that aforementioned pie (7%). Sweet potatoes/yams (3%) and mashed potatoes (also 3%) round out the top five.
- Turkey is tops across regions, generations, genders and races, but the number two spot varies among some groups:
- With 15% of total Hispanics naming tamales as the food they most look forward to eating during the holiday season, this dish is second only to turkey (28% among this group) on their holiday tables.
- Among Asians, beef (6%) ÛÒ while a distant second to turkey (34%) ÛÒ is second nonetheless.
Washing it all down
What to wash that holiday meal down with? Those 21 and older who celebrate (and drink alcohol during) each holiday were asked which alcoholic beverages theyÛªre most likely to drink on each:
- Nearly two-thirds say wine is among the beverages theyÛªre most likely to drink for Thanksgiving and Christmas (64% each), with over half (57% for Thanksgiving, 54% for Christmas) specifying table (still) wine.
- Nearly half consider at least one type of beer among their go-toÛªs on these holidays (47% Thanksgiving, 46% Christmas).
- Turning to New YearÛªs Eve, 54% of revelers each list wine (with sparkling exceeding still at 40% and 30%, respectively) and liquor/spirits/cocktails, while 43% say beer.
- Just over half say wine (51%) and over four in ten say beer (46%) for Hanukkah, while the inverse is true for Kwanzaa (55% beer, 43% wine).
Looking across the holidays, older Americans consistently lean more toward wine while their younger counterparts are more prone to pouring a beer or a cocktail, or enjoying a hard cider or flavored malt beverage.
Now that you know Christmas is the fave, use that to your advantage by promoting holiday light installation services! According to AudienceSCAN, 4.2% of U.S. adultsåÊintend to purchase holiday light installation/removal services for their houses or lawns in the next 12 months. You can find success in letting them know about these service providers through Internet banner ads because 45% of shoppers took action after seeing one in the past month! Also, utilize mobile smartphone app ads or text message ads because Holiday Light Installation/Removal Shoppers are 112% more likely than average consumers to take action after receiving them.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.