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Festive facts from Mintel for the holidays

CHICAGO, US: As the final countdown begins, Mintel gets into the holiday spirit with a variety of festive stats and figures covering food and drink, health, alcohol, shopping, household goods and personal care.

Food, spirits and baking habits

• More than nine in 10 (91%) Americans made some sort of festive-related purchase last year (2011) whether it was holiday food (61%), decorations (35%) or alcoholic beverages (27%).
• More than a third (36%) of dark spirit drinkers in the US has a sip of whisky/bourbon during winter holidays.
• Festive taste: 35% of US milk-drinkers say that eggnog is their favourite/a flavour they like. 46% of dark spirits drinkers in the US say they consume them to socialise with friends; 32% have a sip when spending time with family.
• Over one in five (22%) primary household shoppers says they only bake for special occasions like winter holidays or birthdays.
• 21% of US young adults (those aged 18-24) frequently eat turkey at home versus 7% of seniors (55-64 year old).

Shopping and socialising

• Ready to party: 41% of Americans attended a party or event at a friend's house last year during Christmas.
• Three in ten (30%) US consumers took advantage of day after Christmas sales and deals last holiday season.
• Not everyone is so keen on catching the big bargains - 47% of US shoppers say they avoid going to stores the day after Christmas because of the long lines and crowds.
• Who's on your gift list? It seems 16% of Americans bought themselves a present last Christmas, while 62% picked up a gift for someone else.
• Prefer to shop on the go? 19% of US consumers agree that making holiday purchases with a smartphone is more convenient than visiting a brick-and-mortar store.
• Homemade gifts are appreciated too - 22% of folks in the US made a gift for a loved one last Christmas.
• Say it with flowers - 18% of Americans who purchased flowers in the past year for someone else did so to celebrate a winter holiday like Christmas or Hanukkah.
• 20% of US gamers spent more than US$250 last year during the holiday season on consoles, games and hardware for themselves.
• 20% of Americans booked their latest travel for a holiday vacation (e.g., Thanksgiving, Christmas, Easter).
• Calendar holidays are the realm of senior party planners: 68% of hosts aged 65+ hosted an event for calendar holidays in 2011.
• Who's the party planner? Women are nearly twice as likely as men to indicate being solely or mostly responsible for the planning of an at-home event, 81% versus 44%.

Household and personal care

• Watch the overeating - more than half (55%) of Americans suffered from indigestion or an upset stomach in the last year.
• No room at the relatives? 9% of Americans stayed at a hotel during Christmas break in the last year.
• Make your home smell like the holidays-in the US 52% of candle buyers prefer spice or scents like vanilla or cinnamon.

Source: Mintel Oxygen Reports
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Mintel is an independent award-winning provider of world-leading market intelligence, delivering robust information, analysis and critical recommendations. Mintel's trusted portfolio of proprietary industry solutions and products has been supporting high profile clients in key sectors such as FMCG, financial services, media, retail, leisure and education for over 38 years.
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