The holiday season is in full swing, so we checked in with 13-36-year-olds to find out how they’re getting festive…
It’s beginning to look a lot like the winter holiday season, and Gen Z & Millennials are anything but Scrooges when it comes to celebrating. Thanks to young viewers seeking sappy content, cheesy Hallmark holiday movies are having their heyday, reports the Wall Street Journal. And our winter holidays survey confirms that 13-36-year-olds are contributing to the movies’ popularity: 60% of Gen Z & Millennials told us they like watching made-for-TV holiday movies, and we’ve seen Netflix follow in Hallmark’s saccharine holiday content footsteps (ahem, A Christmas Prince). Fifty-one percent of 13-36-year-olds even went so far as to tell us they can’t get enough of holiday music and movies.
But they’re not just celebrating by cozying up with hot cocoa and Home Alone (or Google’s remake of the ‘90s classic). We asked all about Gen Z & Millennials’ top holiday activities and found that they also like to open presents (of course), play games, cook, and bake.
In addition, we found that Instagrammability is ever-important with three in five saying they plan to post pics to social media during the winter holiday season. And we have good news for alcohol brands like Maker’s Mark (remember their recent experiential campaign to make it onto young shoppers’ wish lists?) and Captain Morgan (they were one of many brands to come out with a line of festive merchandise to ring in the season with their Brandom): Over two in five 21-36-year-old Millennials plan to drink during the winter holidays. We might know one reason they’re boozing: when it comes to who they want to spend the holidays with the least, Refinery29 reports that one in ten go so far as to wish that their in-laws don’t have enough space for them at their holiday gatherings.
To find out more about how young generations will be celebrating the holiday season, check out our Winter Holidays Infographic Snapshot:
To download the PDF version of this insight article, click here.