Christmas is a widely celebrated and much-loved holiday across racial and ethnic segments. And the associated spend is massive—more than 1 trillion dollars in 2018! Brands should go big during this festive season to ensure they capture their share of America’s increasingly diverse population.

Our latest research on Holidays and Occasions identifies where segments differ in their Thanksgiving attitudes and behaviors. Commonly associated with family time and eating turkey, this holiday actually has segment-specific nuances that brands must understand in order to win multicultural consumers. 

THANKSGIVING: the classic foodie holiday everyone knows and loves. Make Thanksgiving stand out by activating on these generational insights that reveal some untraditional perspectives on ways consumers celebrate Turkey Day.

With Halloween a little over a month away, brands are starting to roll out their creepy (or festive!) campaigns. Keep the following generation-specific insights in mind while you finalize your campaign or consider a quick social media activation.