Holiday Season & New Year in the U.S. 2024

Topics of the survey

• Thanksgiving
• Black Friday & Cyber Monday
• Holiday traditions & celebration
• Christmas gifts & trees
• Christmas & Finances
• New Year's Eve
• Salary Bonus
• Characteristics & demographics

• Method: Online survey
• Survey name: Consumer Insights Christmas and Holiday Season in the U.S.
• Region: United States
• Number of respondents: 1050
• Age of respondents: 18 to 80 years old
• Type of respondents: residential online population
• Survey time period: 24 October 2024 to 03 November 2024

• Gender
• Age (life stages)
• Income (detailed) – U.S.

Thanksgiving

• How will you (mainly) be celebrating this year's Thanksgiving? (multi-pick)
• Where will you be celebrating this year’s Thanksgiving? Please check all that apply. (multi-pick)
• What does Thanksgiving mean to you personally? Please check all that apply. (multi-pick)

• How likely are you to shop on ...? (single-pick)
• If you keep thinking about Black Friday and Cyber Monday now: In which product categories do you expect the best deals while shopping? (multi-pick)
• What time do you plan to begin your shopping in a physical store on Black Friday? (single-pick)
• How will your total spending on Black Friday and Cyber Monday most likely compare with last year's spending? (single-pick)

• Which of the following statements do you agree with? (multi-pick)
• Do you celebrate Christmas / the holiday season this year? (single-pick)
• Are you looking forward to this year's Christmas / holiday season? (single-pick)
• When you think about Christmas / the holiday season: What are you looking forward to? (multi-pick)
• Where are you going to spend this year's holidays? (multi-pick)
• Who are you going to spend this year's holidays with? (multi-pick)
• How many days are you going to take off during this year's holiday season? (single-pick)
• Which of the following traditions are an essential part of the holiday season for you? (multi-pick)
• Where do you look for inspiration for Christmas decorations? (multi-pick)
• Where do you buy your Christmas decorations this year? (multi-pick)
• How much do you plan to spend on Christmas decoration this year? Please do not include advent calendars and Christmas trees here. If you don't know exactly, please estimate. (single-pick)
• Will you have an advent calendar for yourself this year? If you'll have several advent calendars, please choose all that apply. (multi-pick)
• What is your own advent calendar usually filled with? (multi-pick)
• Are you planning to give an advent calendar as a gift this year? (multi-pick)
• How much are you planning to spend on each one of your advent calendars? If you make the calendar yourself, please add up all the expected expenses. (single-pick)
• Who are you probably going to give an advent calendar to this year? (multi-pick)
• The following questions are again about the current Christmas holidays: Which dishes are you planning to have? (multi-pick)
• How will your dinner on Christmas day be prepared this year? (single-pick)
• What do you plan to do on Christmas day this year? (multi-pick)
• When is the (main) time to open gifts in your home? (single-pick)
• How does the gift-giving take place in your house? (single-pick)
• Will you go to parties over the Christmas holidays this year? (multi-pick)

• When do you plan to start shopping for Christmas gifts this year? (single-pick)
• Who are you going to give a Christmas gift to this year? (multi-pick)
• How many Christmas gifts (in number) are you planning to give this year? If you don't know exactly, please estimate. (single-pick)
• What kind of Christmas gift would you personally be happy about? (multi-pick)
• What are you probably going to give this year for Christmas? (multi-pick)
• How much do you plan to spend on Christmas gifts approximately? (single-pick)
• Compared to last year: Do you plan to spend more or less on Christmas gifts? (single-pick)
• Where do you buy your Christmas gifts? (multi-pick)
• When you buy gifts online, how do you prefer to buy them? (single-pick)
• Where do you prefer to buy Christmas presents? (single-pick)
• Are you going to put up a Christmas tree this year? If you put up several Christmas trees, please think of your 'main' one. (single-pick)
• Where do you usually buy your Christmas tree? (multi-pick)
• How much are you planning to spend on this year's Christmas tree? If you don't know exactly, please estimate. (single-pick)
• When do you usually put up your Christmas tree? (single-pick)
• And when do you usually take down your Christmas tree again? (single-pick)
• What kind of decorations do you usually decorate your Christmas tree with? (multi-pick)

• How will your holiday plans be affected by your current financial situation? (single-pick)
• How will the gift-giving be affected by your current financial situation this year? (multi-pick)
• What strategies are you implementing to manage your holiday expenses this year? (multi-pick)

• The following questions are about New Year's. Which of the following statements do you agree with? (multi-pick)
• What are the essential parts of a New Year's celebration for you? (multi-pick)
• Where do you plan to spend your New Year's Eve this year? (multi-pick)
• Which alcoholic drinks do you consume on New Year's Eve? (multi-pick)
• Do you plan to make New Year's resolutions? (single-pick)
• What are your New Year's resolutions? (multi-pick)

• Does your employer have a variable salary component or a bonus agreement? (single-pick)
• How high is your variable salary component or bonus this year compared to your (gross) monthly basic income? (single-pick)
• And what do you estimate, how high will your variable salary component or bonus this year compared to last year? (single-pick)
• Were you employed by a company last December? (single-pick)
• Did you receive a Christmas bonus last year? (single-pick)
• In your opinion, how likely are you to receive a Christmas bonus this year? (single-pick)
• What do you estimate, how much will your Christmas bonus be in relation to your (gross) monthly income? (single-pick)
• And what do you estimate, how high will your Christmas bonus be compared to last year? (single-pick)
• How satisfied are you with your employer regarding the handling of Christmas bonuses? (single-pick)
• What do you plan to do with your Christmas bonus? (multi-pick)

• What is you gender? (single-pick)
• How old are you? (single-pick)
• Recode based on "How old are you?" (single-pick)
• How old are you? (single-pick)
• What is your marital status? (single-pick)
• Which of the following best describes you? (single-pick)
• Are you of Hispanic or Latino origin? (single-pick)
• Do you consider yourself part of the LGBTQ+ community? (single-pick)
• What is your gender identity? (single-pick)
• Where do you currently live? (single-pick)
• What is your primary language? (single-pick)
• What is the highest level of education you have completed? (single-pick)
• Recode based on "What is the highest level of education you have completed?" (single-pick)
• Which of the following categories best describes your current employment status? (single-pick)
• Recode based on "Which of the following categories best describes your current employment status?" (single-pick)
• In what industry / sector do you currently work? (single-pick)
• What position do you hold in your company? (single-pick)
• If you add up everything: About how high is the annual gross income that your total household disposes of, before tax and contributions? (single-pick)
• How big is the town you live in? (single-pick)
• In what type of community do you live? (single-pick)
• What is your current living situation (main residence)? (single-pick)
• Recode based on "What is your current living situation (main residence)?" (single-pick)
• How many people – including yourself and all children – permanently live in your household? (single-pick)
• Typology based on "How many people – including yourself and all children – permanently live in your household?" and "How many children and teenagers below 14 years of age permanently live in your household, no matter if they are your natural children or not?" (single-pick)
• Who do you currently live with? (multi-pick)
• Recode based on "Who do you currently live with?" (multi-pick)
• How many children and teenagers below 14 years of age permanently live in your household, no matter if they are your natural children or not? (single-pick)
• How old are the children and teenagers under 14 years of age who permanently live in your household, no matter if they are your biological children or not? (multi-pick)
• Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3. (multi-pick)
• Where would you place yourself on a scale from left to right? (single-pick)
• What topics are you personally interested in? Please think of topics that you read about or watch / listen to. (multi-pick)