Brands and businesses will have to adapt to a rapidly growing diverse and multicultural consumer base across the United States. Consumers now expect brands to approach religious and cultural celebrations with deep understanding and sensitivity. This requires thorough research to ensure that marketing accurately reflects these traditions and values, avoiding stereotypes.
Cultural Celebrations – Current Trends
Consumers believe brands must adapt to the evolving mainstream by inclusively acknowledging diverse observances in an informed and respectful manner. Understanding the relative importance and participation in different cultural holidays by various consumer groups will help brands identify which types of celebrations to engage with to build relationships and which ones can be leveraged to focus on growing revenue.
Attitudes and behaviors towards traditions prove multicultural consumers are open to some change, and brands have opportunities to support new traditions and adaptations. Shifting norms around family also presents opportunities for brands, particularly for personal events such as birthdays and celebrating relationships with pets.
Ultimately, Americans love to have a reason to celebrate. Apart from major holidays and cultural celebrations, personal events offer brands the chance to meet consumers’ wishes to craft moments of joy and treat their loved ones. Creating inclusive offers that recognize the nuances in what multicultural consumers value can inspire discretionary spending to make these occasions more memorable.
Cultural Celebrations – Consumer Statistics
- Multicultural individuals are forecasted to account for 25.1% of the United States population in 2028.
- 20% of US consumers celebrate the cultural holiday of Cinco de Mayo.
- 60% of Black consumers celebrate Martin Luther King Jr. Day.
- 35% of East and 36% of Southeast Asian consumers are engaged with Alternative New Year’s celebrations.
Cultural Celebrations and Holidays Report – What’s Inside?
Key Topics Analyzed in the Report
- Overview of multicultural Americans and their increasing influence on cultural holidays and celebrations
- Market dynamics, including immigration trends in the US, religion and psychology of celebrations and gifting
- Religious and cultural holidays celebrated and ways of celebrating
- Multicultural consumer sentiment and discretionary spending for cultural celebrations and holidays
- Non-holiday celebrations and ways of celebrating
- Attitudes and behaviors towards religious and cultural holidays
- New and old traditions and priorities during celebrations
- Multicultural consumers’ perceptions of multicultural marketing during cultural and spiritual/religious holidays
Report Scope
For the purposes of this Report, cultural celebrations and holidays include:
- Martin Luther King Jr. Day
- Juneteenth
- Kwanzaa
- Three Kings Day (i.e. Día de los Reyes Magos or Día de los Santos Reyes)
- Día De los Muertos (i.e. Day of the Dead)
- Cinco de Mayo
- Heritage month celebrations (e.g. Black History Month, Hispanic Heritage Month)
- Hindu celebrations (eg Holi, Diwali/Festival of Light)
- Alternative New Year’s celebrations (ie celebrating the start of a new year in calendar systems other than the standard Gregorian calendar, eg Chinese New Year, the Islamic New Year)
- Mardi Gras/Carnival
Readers of this report may also be interested in our US Expressions of Identity Consumer Report, or our range of Consumer Behaviour Market Research.
Meet the Expert Behind the Analysis
Stefanie Kundakjian develops multicultural insights. She has over five years of experience carrying out custom research on diverse demographics in the Americas, Europe, and Eurasia. She holds an MA in International Affairs from the American University of Paris and a BA in Spanish and History from Grinnell College.
Foster relationships and build trust with multicultural audiences by thoughtfully engaging with cultural/religious holidays and other occasions to celebrate.
Stefanie Kundakjian
Research Analyst
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Executive Summary
- What you need to know
- What consumers want and why
- Market predictions
- Opportunities
- Lean into personalization as a right that everyone deserves
- Lead with integrity and show accountability
- Extend your brand towards pet offerings
- Graph 1: pet related celebrations, by race/Hispanic origin, 2024
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Multicultural America: An Overview
- An increasingly diverse population with a growing influence on holiday and cultural celebrations
- Key variances among different ethnic groups
- Hispanic, Black and Other race populations skew younger
- Graph 2: population – race/Hispanic origin, by generation, 2023
- Asian and Hispanic adults most likely to live in family households
- Graph 3: households – family vs non-family type, by race/Hispanic origin, 2021
- Graph 4: households – family vs non-family – detailed type, by race/Hispanic origin, 2021
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Market Dynamics
- Market context
- Consumer sentiment remains down, but shows signs of improvement
- Graph 5: consumer sentiment index, 2022-24
- Contradictions in consumer sentiment and spending
- Graph 6: current consumer behavior, by race/Hispanic origin, 2024
- Nearly 40% of consumers have seen their financial situations change for the better in the past year
- Graph 7: change in financial situation over the past 12 months, 2023-24
- Market drivers
- Greater access to information, heightened awareness
- Number of immigrants in the US is at an all-time high
- Graph 8: number of immigrants (thousands) and immigrants as share of the US population (%), 1850-2023
- Notes on immigration and data collection
- Fast-growing Asian population – Chinese and Indian, in particular – will drive demand for products/traditions associated with these cultures
- Graph 9: Asian population, by country of origin/heritage, 2022
- Chinese consumers in America
- Indian consumers in America
- Speak to different groups’ dominant culture to create authentic messaging
- Graph 10: dominant culture, by race, Asian ethnic region and Hispanic origin, 2024
- The majority of consumers identify as Christian; younger adults are deviating from tradition and spearheading the shift towards spirituality
- Graph 11: religious/spiritual identification, 2024
- Generational shifts point to changing value systems
- Graph 12: religious/spiritual identification, by generation, 2024
- Major holidays, cultural celebrations/holidays, personal events celebrated
- Major US holidays have the strongest engagement, but brands shouldn’t neglect more niche occasions for celebration
- Graph 13: major holidays^, cultural celebrations/holidays^^ typically celebrated and personal events^^^ celebrated in the past three years, 2023-24
- How consumers celebrate major holidays provides insight into holiday traditions in a new post-lockdown normal
- Graph 14: ways of celebrating select major holidays, 2023
- Psychology of celebrating and gifting
- Understand why consumers choose to engage with and find meaning in specific occasions
- Celebrations and ceremonies as ways to “remember to remember”
- Warm glow of giving
- Reciprocal altruism
- Psychology of dress
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Consumer Insights
- Consumer fast facts
- Consumer fast facts, continued
- Cultural celebrations/holidays celebrated
- Cultural celebrations and holidays offer occasions to show continued commitment to specific multicultural groups
- Graph 15: cultural celebrations/holidays observed, by race/Hispanic origin, 2024
- If not consistently interacting with participants of specific cultural and spiritual holidays, it may be best to avoid engagement
- Brands have an opportunity to signal shared values with Black consumers
- Graph 16: top cultural celebrations/holidays observed by Black consumers, by race/ethnicity, 2024
- Black consumers are highly engaged in celebrations, but they are not a monolith
- Graph 17: top cultural celebrations/holidays observed by Black consumers, by age, 2024
- Juneteenth, an evolving celebration
- LGBTQ+ consumers show greater commitment to cultural celebrations/holidays
- Graph 18: cultural celebrations/holidays observed, by LGBTQ+, 2024
- Parents want children to learn about cultures and see themselves in mainstream, creating opportunities during heritage month celebrations
- Graph 19: heritage month celebrations observed, by parental status and race/ethnicity, 2024
- Growing opportunities with Hispanic holidays
- Graph 20: top cultural celebrations/holidays observed by Hispanic consumers, by race/ethnicity, 2024
- Millennials drive Cinco de Mayo engagement
- Graph 21: Cindo de Mayo and St. Patrick’s Day celebrated/observed, by generation, 2024
- Institutionalization of Cinco de Mayo presents opportunities for an authentic refresh
- Holidays important to Asian Americans need greater recognition, offering significant opportunities for food brands and retailers
- Graph 22: top cultural celebrations/holidays observed by AAPI consumers, by race/ethnicity, 2024
- Chance to forge stronger relationships with consumers from East and Southeast Asia
- Graph 23: East Asian and Southeast Asian-centric celebrations, by Asian race and ethnicity, 2024
- Alternative New Year’s are opportunities to help maintain customs
- Integrate multicultural marketing efforts into long-term strategies to build trust, avoid backlash
- How consumers celebrate cultural and religious celebrations/holidays
- Cultural/religious occasions encompass a variety of categories, offering opportunities for engagement and growth across multiple sectors
- Graph 24: how consumers celebrate cultural holidays, by holiday – index to average*, 2024
- Dining out, preparing special meals and hosting/attending gatherings are top ways consumers celebrate cultural holidays
- Brands can enhance the festive spirit by helping hosts and guests create memorable moments; contribute to the joy of togetherness
- Cater to LGBTQ+ consumer’s desire for experiences and help them express affection towards their loved ones
- Graph 25: how consumers celebrate cultural holidays – specific holidays & specific methods, by LGBTQ+, 2024
- Consumers – especially Asian American or Pacific Islanders – adapt their traditions to match their lifestyle and pace
- Graph 26: “I’ve adapted/modified traditional cultural celebrations or rituals to fit my lifestyle”, by race or ethnicity, 2024
- During Lunar New Year, brands can help consumers remember the past, honor ancestors and prepare for a successful year to come
- Graph 27: ways of celebrating alternative New Years, by Asian or Pacific Islander, 2024
- Potential to inspire overnight travel by helping Hispanic and White consumers hack their PTO
- Graph 28: overnight trips during Civil Rights observances, by race/Hispanic origin, 2024
- Connect with Black consumers at local holiday events and assist them in supporting their community
- Accurate representation can encourage word-of-mouth endorsements from Southeast Asian, Black/African American and Hispanic consumers
- Graph 29: how brands’ treatment of cultural sensitivity and representation impacts recommendations and avoidance, by race/ethnicity, 2024
- Inspire consumers with outreach and engagement opportunities
- Discretionary spending priorities
- Cultural celebrations offer unique opportunities for food
- Food serves as the foundational element in cultural holiday festivities
- Graph 30: priorities for spending $500 on a cultural celebration (top three ways*), by race/Hispanic origin, 2024
- Religious celebrations offer opportunities for food, retail and travel
- Graph 31: priorities for spending $500 on a religious celebration (top three ways*), by race/Hispanic origin, 2024
- Food is particularly important among those for whom both their heritage culture and American culture have influence
- Graph 32: priorities for spending $500 on a cultural celebration (top three ways*) – food at home and dining out, by dominant culture, 2024
- Older generations are looking to bring loved ones together around the same table
- Graph 33: priorities for spending $500 on cultural and spiritual celebration (top three ways*) – food at home and dining out, by age, 2024
- Parents are drawn to spend on beauty, self-care and personal care for both cultural and spiritual celebrations/holidays
- Graph 34: priorities for spending $500 on cultural and spiritual celebration (top three ways*) – self-care and beauty or personal care products, by parent status, 2024
- Personal event and occasion celebrations
- Birthdays are the ultimate excuse to celebrate, and offer year-round opportunities for brands
- Graph 35: personal events and occasions celebrated in the last three years, by race/ethnicity, 2024
- Help White and Hispanic consumers celebrate their romantic relationships
- Graph 36: celebration of romantic anniversary in the past three years, by race/Hispanic origin, 2024
- Graduation celebrations bridge the gap between generations, presenting retailers with the opportunity to engage customers across all age groups
- Graph 37: graduation party celebration in the past three years, by generation, 2024
- The high rate of pet-ownership in the LGBTQ+ segment makes them a key target for pet-related celebration products and services
- Graph 38: pet-related celebrations in the past three years, by LGBTQ+, 2024
- With family pet ownership on the rise, pet-celebrations represent an opportunity with parents
- Graph 39: pet-related celebrations in the past three years, by parent status and race/ethnicity, 2024
- How consumers celebrate personal events and occasions
- Food and clothing categories have ample opportunities to capitalize on birthdays and life event celebrations
- Graph 40: ways consumers celebrate birthdays and life events – index to average, 2024
- Tap into the positive emotions from those in both the giving and receiving end of celebrations
- Graph 41: how consumers celebrate birthdays and life event celebrations, 2024
- Lean into the joy of being able to celebrate together
- Graph 42: hosting/attending a gathering or party to celebrate birthdays and life event celebrations, 2024
- Utilize birthday freebies to draw in the entire friend group
- Help consumers strengthen their relationships through gifting
- Multicultural consumers seek gifts that convey a meaningful message
- Graph 43: gift preferences, by race/Hispanic origin, 2024
- Asian consumers most likely to celebrate life events by dining out and wearing festive clothing
- Graph 44: ways of celebrating life event celebrations – dining out and wearing festive clothing, by race/Hispanic origin, 2024
- Asian or Pacific Islanders are most likely to want to spend discretionary dollars dining out
- Graph 45: dining out at a restaurant – top three priority* for spending $500 on a birthday/life event celebration, by race or ethnicity, 2024
- Parents are key for birthday celebrations as they look to create moments of joy and memories for their children
- Graph 46: ways of celebrating birthdays – host a gathering and put up decorations, by parental status, 2024
- Gender dynamics of shopping for birthday gifts present opportunities to lead with monetary and non-monetary value
- Graph 47: ways of celebrating birthdays – select items, by gender, 2024
- Older generations often buy greeting cards for birthdays, enabling growth by enabling them to express themselves on more occasions
- Graph 48: ways of celebrating birthdays – send or give greeting cards, by age and race/ethnicity, 2024
- Traditions and priorities
- Transmission is important for multicultural consumers, but there’s room for reinvention if it brings more joy
- Graph 49: cultural/holiday celebrations priorities, by race/Hispanic origin, 2024
- Parents and would be parents pushing for wider knowledge of cultures and representation
- Graph 50: cultural/holiday celebrations priorities, by parental status, 2024
- Understanding holiday pain points and stressors leads to better relevant offerings
- Graph 51: attitudes towards cultural celebrations/holidays (any agree), 2024
- While traditions may mean continuity, brands can show parents there is room for adaptability and ease
- Graph 52: attitudes towards cultural celebrations/holidays (any agree), by parental status, 2024
- Showing support only during specific times of cultural observations evokes distrust
- Graph 53: “I distrust brands that only acknowledge and celebrate a specific culture/heritage during designated heritage months” (any agree), by race/Hispanic origin and age, 2024
- To misrepresent or perpetuate stereotypes can be costly
- Graph 54: attitudes towards cultural holiday celebrations – brand risks (any agree), by age, 2024
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Marketing and Advertising
- Cointreau’s credit with a twist for Cinco de Mayo
- Nike capitalizes on Chinese New Year with Year of the Dragon Air Force 1 Low
- Barbie leans into cultural transmission to tap into highly engaged parents
- Emphasizing culinary delights during food-centric celebrations such as Ramadan and Eid
- Consignment for “Desi” clothing
- Opportunities to expand onto new celebrations, like Eldest Daughter Day
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Appendix
- Market definition
- Lunar New Year and Chinese New Year
- Consumer research questions
- Consumer research methodology
- Consumer qualitative research methodology
- How to read indexes
- Generations
- Abbreviations and terms
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