Why was the research conducted?The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior during the pandemic.
How was the research conducted?New results will now be released every other Thursday based on the previous week’s polling of U.S.-based general population of primary purchasers age 21+.
What are the key findings of the research?-Projected alcohol purchasing for the holiday season is projected to be down, with 44% of study participants predicting purchasing less spirits, 41% less wine and 36% less beer.
-Holiday food purchases will also be down, with 33% predicting purchasing less desserts, 31% less appetizers, 30% less snacks and 30% less meat.
-Many are less likely to attend holiday gatherings, parties or dinners, with only 45% of respondents planning on Thanksgiving events compared to 70% in 2019; 41% planning on Christmas or Hanukkah events compared to 67% in 2019.
-There is uncertainty about holiday plans as well, with 13% of participants reporting they do not know what their plans will be for Halloween, 18% don’t know for Thanksgiving, and 23% don’t know for Christmas, Hanukkah or New Year’s.
Contributor's Name: Michelle Andre