Connect with Americans across Generations through Holidays & Occasions

Holidays and occasions are focal points for many Americans—opportunities to connect with loved ones, maintain cultural and family traditions, and express themselves through decorations, food, entertainment, and more.

Reading Time: 3 minutes

May 16, 2023
Natalie Griffith – Director, Product & Content

These celebrations are also key inroads for brands to deepen connection with American consumers. 

But as consumers age into new life stages, and as our society evolves, so do the ways Americans approach holidays and occasions. Brands must keep up with the latest shifts and trends to maintain relevance. 

Read on and fill out the form for an excerpt from our
Activate on Meaningful Moments to Capture Consumers Across Generations presentation.

Activate on Meaningful Moments to Capture Consumers Across Generations - Slide Deck Example

The Big Picture:

    1. The conveyor belt of life is shifting the generations in charge of holiday celebrations. Nowadays, Millennials and Gen Xers are stepping up while Boomers’ lead role subsides. 
    2. It’s party time. The pandemic, burnout culture, and loneliness epidemic culminate in an intense desire for connection and Americans are looking for reasons to gather and celebrate. 

This study explores a broad selection of the most important holidays and occasions across generations to help your brand connect with your target audience. Download the attached presentation and watch the webinar replay for more.  

Find dedicated presentations for each individual holiday and occasion below and even more insights in our member data tools: 

Holidays and Occasions research shows how Americans celebrate

In the meantime, take a look at a few key insights and action steps that encompass our Holidays & Occasions research at large: 

Key Insight #1: Emerging into Adulthood

As Gen Z and Millennials emerge into adulthood and parenthood, they’re invested in creating their own traditions when celebrating holidays and occasions. They’re tapping into their creativity and self-expression in order to evolve celebrations and do things their own way.

Food is still king at Thanksgiving but Millennials are incorporating new activities

Do This: 

Offer younger generations ways to customize their celebrations, tying together traditions with new elements to make it feel individualized. 

Key Insight #2: New Leading Roles

The middle generations—Millennials and Gen Xers—are taking more of a leading role in executing family holiday celebrations, while Boomers’ leading role subsides.

Millennials and Gen X are now leading holiday celebrations

Do This: 

Shift your target audience to these middle generations  who are the core decision-makers at the holidays. 

Evolve your messaging value proposition to align with the attitudes and behaviors of Millennials and Gen Xers.     

Other Generational Research Articles and Insights from Collage Group

Natalie Griffith

Natalie Griffith
Director, Product & Content

Natalie has over 10 years of experience in consumer insights and brand strategy, including 3+ years as lead researcher in Gartner Iconoculture’s Gen Z practice. Natalie has managed research projects across industries, including extensive work in financial services, media, technology, and food and beverage. Natalie holds a B.S. in Psychology from Tulane University.

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