This time of year, the holidays come one after another as the weeks go by in a flash. With so much to celebrate, it only makes sense that consumers each have their own preferences and favorites to carry them through the end of the year. However, Thanksgiving stands out as a favorite among the majority of respondents–83% say that the day is important to them.
While appreciation for the holiday is relatively evenly split, women, Millennials and high-income earners slightly edge out all others with their love of the day. With so many enjoying this celebration of gratitude, what does the data say about Thanksgiving fans?
From food and shopping preferences to the influence of social media, here is what sets Thanksgiving lovers apart from the rest:
Team Mashed Potato: Those for whom Thanksgiving is important are seven percentage points more likely than non-fans to rate mashed potatoes and gravy as their favorite Thanksgiving side dish.
Holiday Shopping: Thanksgiving fans are 10 percentage points more likely to have already started their holiday shopping than those who are not fans of the day (among holiday shoppers).
Social Media: While 13% of those who say Thanksgiving is important to them report that their food purchases are influenced by social media ‘a lot,’ just seven percent of those who do not place importance on Thanksgiving say the same.
Leaving the House: Those who say Thanksgiving is important are seven percentage points more likely to report that their desire to leave the house has increased in the last six months.
Word of Mouth: While nearly one half (43%) of those who believe Thanksgiving is important are ‘very likely’ to tell friends and family when they’re unhappy with a product, just one quarter (25%) of those who do not prioritize Thanksgiving say the same.
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Those who enjoy celebrating Thanksgiving are a special bunch. These festive consumers lead the way with holiday cheer, savoring mashed potatoes and getting a jump on holiday shopping. These, however, are just smaller aspects of a much larger behavior pattern, which is that Thanksgiving fans prioritize their community. From leaving the house more frequently to warning friends and family about a product they disliked, for this group, the sense of togetherness that is cultivated over Thanksgiving extends far beyond the holiday.
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This article’s data comes solely from CivicScience’s database, which contains nearly 700,000 poll questions and 5 billion consumer insights.