US Non-Winter Holiday Shopping Market Report 2022

Overview

• What you need to know
• This Report looks at the following areas
• Definition
• Market context

Executive Summary

• Top takeaways
• Market overview
  • Figure 1: Anticipated Holiday expenditures, in current dollars, 2009-22
• • Figure 2: Non-winter holiday shopping outlook, 2022-27
• Opportunities and challenges
• Address consumers’ concerns and help them celebrate
• Make gifting easy
  • Figure 3: W&P gives gifting ideas based on love language
• Let consumers get creative
  • Figure 4: Michael’s inspires consumers to get creative for Easter
• Key consumer insights

Market Size

• Consumers may prioritize celebrating non-winter holidays despite of the turbulent times
  • Figure 5: Anticipated holiday expenditures, in current dollars, 2009-22

Segment Performance

• Spending on Valentine’s Day may take a downturn
  • Figure 6: Anticipated Valentine’s Day expenditures, in current dollars, 2017-22
• Easter spending remains vulnerable
  • Figure 7: Anticipated Easter expenditures, in current dollars, 2017-22
• Consumers go the extra mile to honor their moms
  • Figure 8: Anticipated Mother’s Day expenditures, in current dollars, 2017-22

Market Factors

• Consumers pull back on spending due to rising prices and interest rates
  • Figure 9: Consumer Price Index change from previous year, 2020-2022
  • Figure 10: Consumer Sentiment Index, 2010-2022
• Transparency is critical to supply chain
• Empower underserved communities and groups through non-winter holidays
  • Figure 11: Population by race and Hispanic origin, 2016-26
  • Figure 12: Glamnetic celebrates the AAPI Heritage month
• Support consumers in achieving more sustainable lifestyles
  • Figure 13: W&P leverages Earth Month to drive awareness about sustainability
• Leverage technology to enhance the shopping experience
  • Figure 14: Cadbury leverages technology for a safe Easter celebration

Competitive Strategies and Market Opportunities

• Reimagine non-winter holiday celebrations to address consumers’ concerns
  • Figure 15: Fresh Market unveils a Valentine’s Day menu of prepared meals
• Empower underserved and overlooked communities
  • Figure 16: Brooklinen celebrates Pride
• Leverage the holidays to reach new audiences
  • Figure 17: Mejuri focuses on a redefined approach to dadhood in email communication
  • Figure 18: Mejuri focuses on father’s day gift ideas on social media
• Niche and cultural celebrations represent multifaceted opportunities
  • Figure 19: Hero Cosmetics celebrates Asian American consumers
• Show appreciation and help consumers do the same
  • Figure 20: Figs on the National Nurses day

The Non-Winter Holiday Consumer – Fast Facts

The Importance of Non-Winter Holidays

• Non-Winter Holidays keep consumers in good spirits
  • Figure 21: Importance of Non-winter holidays, 2022
• Some consumers are more enthusiastic about non-winter holidays than others
  • Figure 22: Target spotlights a family celebrating Halloween
  • Figure 23: Approach to non-winter holidays, by age and parental status, 2022
• • Figure 24: Nordstrom takes the streets to celebrate Pride

Non-Winter Holidays Expectations

• Consumers may need to alter their shopping and celebration approaches
• • Figure 25: Approach to non-winter holidays, 2022
• Hispanics spending on non-winter holiday may be impacted moving forward
  • Figure 26: Approach to non-winter holidays, by Hispanic origin, 2022
• Parents look to make holidays exciting for their kids
  • Figure 27: Approach to non-winter holidays by, parental status, 2022

Holidays Celebrated

• Nearly all consumers celebrate at least one non-winter holiday
• • Figure 28: Holidays celebrated, 2022
  • Figure 29: Sephora observes Juneteenth
• Younger generations are the most likely to celebrate
  • Figure 30: Holidays celebrated, by generation, 2022
• • Figure 31: Morphe released a limited-edition makeup collection for St. Patrick’s Day
• Holidays important to Asian Americans need to be more recognized
  • Figure 32: Holidays celebrated, by race and Hispanic origin, 2022
• • Figure 33: Nordstrom celebrates the lunar new year

Non-Winter Holidays Shopped for

• Celebration does not translate to spending
  • Figure 34: Ulta offers gift bags with minis to celebrate Galentine’s Day
  • Figure 35: Walmart encourages gifting for Easter
• • Figure 36: Non-winter holidays shopped for, 2022
• Children in the household make non-winter holidays more important
  • Figure 37: Non-winter holidays shopped for, by parental status, 2022
• • Figure 38: Walmart inspires party hosts
• Hispanic consumers are a key audience for non-winter holidays
  • Figure 39: Select non-winter holidays shopped for, by race and Hispanic origin, 2022
• • Figure 40: Dollar General offers gift ideas according to the recipient’s interests

Non-Winter Holidays Purchases

• Consumers look for items that help to celebrate the occasion
  • Figure 41: Non-Winter Holiday purchases, 2022
• • Figure 42: Trader Joe’s releases limited edition items for the holidays
  • Figure 43: Williams Sonoma engages consumers through food
• • Figure 44: Correspondence Analysis – Symmetrical map – Non-winter holiday purchases, 2022
• Younger generations make less-traditional purchases
  • Figure 45: Non-winter holiday purchases, by generation 2022
• • Figure 46: West elm engages consumers for Mother’s Day with sweepstakes
• Hispanic consumers go all out to celebrate
  • Figure 47: Target leverages UGC to inspire consumers
  • Figure 48: Non-winter holiday purchases, by race and Hispanic origin 2022
• • Figure 49: Ulta engages consumers for Valentine’s Day

Channel and Retailers Shopped

• Consumers are shopping across channels but there is a clear preference to shop in stores
  • Figure 50: Channel shopped, 2022
• • Figure 51: Gifts for everyone pop-up by Nordstrom
• Retailers that focus on value are consumers’ top choice
  • Figure 52: Publix as one-stop destination for Valentine’s Day
• • Figure 53: Retailers shopped, by generation 2022
• • Figure 54: Home Goods appeals to cost-conscious consumers
• Black and Hispanic consumers want affordability
  • Figure 55: Retailers shopped, by race and Hispanic origin 2022
• • Figure 56: Affirm spotlights its partners

Shopping Behavior

• Shopping approach
• Consumers want to shop efficiently
  • Figure 57: Shopping behavior – Shopping approach, 2022
• • Figure 58: Themed display table by Home Goods
• Younger generations are enthusiastic about non-winter holidays
  • Figure 59: Shopping behavior, by generation 2022
• • Figure 60: Depop encourages consumers to make their own Halloween costume
• Male Millennials want guidance when shopping for the holidays
  • Figure 61: Shopping behavior, by gender and generation 2022
• • Figure 62: Walmart goes live for Father’s Day
• The search for value
• Affordability is top of mind
  • Figure 63: Shopping behavior – The search for value, 2022
• • Figure 64: Gifts ideas for graduates by Honey
• Asian consumers keep an eye out for special deals and promotions during the holidays
  • Figure 65: Shopping behavior – The search for value, 2022

Attitudes toward Non-Winter Holidays

• Younger consumers turn to non-winter holidays to support things they care about
  • Figure 66: Dunkin’ offers shamrock macchiato for St. Patrick’s Day
• • Figure 67: Attitudes toward non-winter holidays, by generation 2022
  • Figure 68: Saks Fifth Avenue celebrates AAPI Heritage Month
• Multicultural consumers want diversity in the holidays celebrated
  • Figure 69: Attitudes toward non-winter holidays, by generation 2022
• • Figure 70: Dia de Muertos traditions by Target

Appendix – Data Sources and Abbreviations

• Data sources
• Sales data
• Consumer survey data
• Consumer qualitative research
• Marketing creative
• Abbreviations and terms
• Abbreviations

Appendix – The Market

• • Figure 71: Percent of respondents who anticipate purchasing specific Valentine’s Day gifts, by category, in current dollars, 2017-22
  • Figure 72: percent of respondents who anticipate purchasing specific Easter items, by category, in current dollars, 2017-22
• • Figure 73: percent of respondents who anticipate purchasing specific Mother’s Day gifts, by category, in current dollars, 2017-22
  • Figure 74: Anticipated Father’s Day expenditures, in current dollars, 2017-22
• • Figure 75: Anticipated Halloween expenditures, in current dollars, 2017-21
  • Figure 76: Anticipated Independence Day food items expenditures, in current dollars, 2016-21
• • Figure 77: Anticipated St Patrick’s Day expenditures, in current dollars, 2017-22

Appendix – The Consumer

• • Figure 78: Births, by age of mother, 2021*
• • Figure 79: Median household income, by race and Hispanic origin of householder, 2020