Winter Holidays: Key Insights and What Brands Need To Know

Learn how American consumers across racial and ethnic segments prepare for and celebrate the winter holiday season. 

Reading Time: 3 minutes

October 24, 2022
Elizandra Granillo – Analyst

Holidays and occasions are focal points for many Americans. These events afford people the opportunity to express their cultural traditions and individual preferences through decorations, food and beverage, entertainment, and activities.

Read on and fill out the form for an excerpt from our Multicultural Holidays & Occasions presentation.

Holidays and occasions are also important for brands and organizations as they present an opportunity to deepen connection with consumer segments. Day of the Dead, Thanksgiving, Christmas and Kwanzaa are some of the key winter holidays brands need to understand to fully capture diverse America’s attention. Collage Group helps marketers and insights leaders connect around this holiday by providing insights that clarify the similarities and differences in how American consumers across diverse segments prepare for and celebrate these holidays. These insights allow for more efficient and effective activations that capture greater mind and market share.

Key Insight #1:

Half of Hispanic Americans celebrate Día de los Muertos, and Bicultural and Unacculturated Hispanic Americans are most comfortable with brands activating on this holiday.

Bicultural and Unaccelerated Hispanics reward Day of the Dead branding 

Key Insight #2:

Most Americans celebrate Thanksgiving, and most Multicultural consumers incorporate non-traditional foods into their Thanksgiving celebrations.

Multicultural consumers are more likely to include non-traditional food in Thanksgiving

Key Insight #3:

 Hispanic and Asian American segments are more likely to say their Christmas celebrations go beyond “typical” American traditions.

Asian and Hispanic consumers go beyond traditional Christmas traditions

Key Insight #4:

Kwanzaa is a popular holiday, celebrated by many Black Americans.

1 in 5 Black Americans celebrate Kwanzaa

Key Insight #5:

Black Friday and Cyber Monday are popular for Black and Asian Americans as a kick-off to holiday shopping.

Asian and Black consumers are more likely to shop on Black Friday

What can my brand do to activate on a winter holiday?

    • Focus on authenticity, particularly if you are activating on a holiday that is celebrated by a specific racial or ethnic segment like Dia de los Muertos and Kwanzaa. Depending on your brand, this can include a simple celebratory message on social media pages, helping to educate the broader community about the holiday, or partnering with in-segment content creators to tell their own personal stories related to the holiday.
    • Highlight what is non-traditional about traditional American holidays. Thanksgiving and Christmas are celebrated across racial and ethnic segments, but many Multicultural Americans have their own traditions based on their heritage and upbringing. Showing the range of how Americans celebrate will appeal to many Americans, particularly those who are Multicultural, and who have different ways of celebrating.

Other Holidays & Occasions Research Articles and Insights from Collage Group

Elizandra Granillo

Elizandra Granillo

Elizandra is an Analyst on Collage Group’s Product & Content team. She is a 2020 graduate from San Diego State University where she studied Anthropology. Her previous experience includes ethnographic research across the Tijuana-San Diego Border Region.

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