Friendsgiving celebrations are as popular among young adults as the Millennials who invented them. An ASK Italian survey of U.K. consumers found 45% of Gen Z plan to celebrate—almost double the rate of older generations. Overall, 30% of Brits now celebrate Friendmas, and a third put it on par with Christmas Day itself. (Even 11% of those same Gen Z consumers say they actually prefer it over their traditional family Christmas!) For some, Friendmas is an escape from family stress (16%), but for most, it’s simply about good food (48%) and time with friends (49%). It mirrors what YPulse is seeing stateside, where Friendsgiving celebrations among young adults is up +2pts from since 2024 (42% vs 44%). Whether it’s turkey or Christmas dinner, YPulse is seeing young people worldwide building holiday traditions around chosen family. (London Daily News)
đź‘€ Read more from YPulse: Where Are Gen Z Shopping for Christmas in the U.K., France, Germany, Spain, and Italy?
