Connect with Black Americans 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

June 20th, 2023
Jenny Wolski – Analyst

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

But 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 with Black consumers.

Read on and fill out the form for an excerpt from ourActivate on Meaningful Moments to Engage Black Consumers presentation.
Activate on Meaningful Moments to Engage Black Consumers - Slide Deck Example

The Big Picture:

    1. Black cultural holidays are booming in the United States. Beyond Black History Month, Juneteenth and Kwanzaa are gaining momentum and providing fresh ways to honor and celebrate Black culture.
    2. Black Americans don’t shy away from acknowledging the hard realities of Black history, even as they celebrate. The segment’s group traits (Determined, Real, Believing) explain their ability to embrace complexity across the many holidays and occasions celebrated throughout the year.

This study explores a broad selection of the most important holidays and occasions for Black Americans to help your brand connect with this consumer segment. 

Key Insight #1: Juneteenth Celebration Rates Have Grown Since 2021

Since Juneteenth became a federal holiday in 2021, the popularity of the holiday has increased considerably. Black Americans drive the boom in celebration rates, but more Hispanics, Asian, and White Americans are celebrating too.

Six in ten Americans celebrate Juneteenth
Do This:
    • Ensure marking or advertising campaigns aligned to Juneteenth connect with Black history or culture authentically by:
      • Sponsoring ongoing community events honoring Juneteenth.
      • Donating any proceeds from Juneteenth-related products to help the Black community.
      • Amplifying voices within your organization who want to speak about the holiday’s meaning to them.

Key Insight #2: Women’s History Month Is Important to Black Americans across Gender

Both Black men and women are more likely to celebrate Women’s History Month than all others. Black women’s intersectional identity is unique in the U.S., given the race and gender-based challenges they have faced and the sisterhood they seek in response.

Which of the following do you believe about women's history month

Do This:

    • Develop a communications strategy that aligns Black History Month with Women’s History Month by showcasing important stories of Black women in the United States across the entire two-month period.

Contact us today to learn how you can gain access to the full research and more in our world-class Cultural Intelligence Platform.

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Jenny Wolski

Jenny Wolski

Jenny is an Analyst on Collage Group’s Product & Content team. She is a 2021 graduate from The George Washington University where she studied Statistics and Sociology. In her spare time, Jenny is often on a hike enjoying nature.

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