US Non-Winter Holiday Shopping Market Report 2025
Traditional holidays like Mother's Day, Easter, and Valentine's Day see the highest participation rates.
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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MARKET DYNAMICS
- Market context
- Market drivers
- Economic progress has stalled; annual inflation rises and consumer sentiment falls
- The global cocoa market is facing significant challenges, leading to increased prices for chocolate
- The socio-political environment presents a dual challenge
- Graph 1: distribution of US generations by race, 2023
- Declining birth rates in the US could impact non-winter holidays
- Anticipated spending
- Consumers adjust their spending on non-winter holidays due to lingering inflation
- Graph 2: anticipated total expenditures, in current dollars, 2014-24
- Holiday performance
- Valentine’s Day is evolving beyond romantic gifting
- Rising spending trend for Father’s Day
- Maximize Easter potential through seasonal offerings
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts (Continued)
- Spending approach
- Non-winter holidays are significant for consumers and companies alike
- Graph 3: attitudes toward non-winter holidays – NET – any agree, 2024
- Individuals in the 35-54 age group are a key target for non-winter holidays
- Holidays observed or celebrated
- Non-winter holidays are widely celebrated
- Graph 4: non-winter holidays observed or celebrated, 2024
- Younger consumers are drawn to occasions that celebrate relationships and foster a sense of community
- Graph 5: non-winter holidays typically observed or celebrated, by age, 2024
- Brands tap into sponsored events for St Patrick’s Day
- Connect with Hispanic consumers through cultural celebrations
- Graph 6: non-winter holidays typically observed or celebrated, by race and Hispanic origin, 2024
- Michaels appeals to Hispanic consumers through the Day of the Dead
- Non-winter holiday purchases
- Food, beverage and candy drive non-winter holiday spending
- Graph 7: non-winter holiday purchases, 2024
- These occasions present opportunities beyond the standard items
- Younger consumers spend big on non-winter holidays
- Graph 8: non-winter holiday purchases, by age, 2024
- Hispanic shoppers embrace joyful spending
- Graph 9: non-winter holiday purchases, by race and Hispanic origin, 2024
- Retailers shopped
- Shoppers stick to the retailers they know and trust for their non-winter holiday needs
- Graph 10: retailers shopped for non-winter holidays, 2024
- Amazon positions itself as a one-stop shopping destination
- Shopping behaviors
- Non-winter holidays inspire treat-yourself shopping moments
- Earn younger consumers through moral values, digital tools and experiential retail
- Graph 11: shopping behaviors for non-winter holidays, by age, 2024
- Unlock opportunities with Asian savvy shoppers
- Graph 12: shopping behaviors for non-winter holidays, by race and Hispanic origin, 2024
- Attitudes toward non-winter holidays
- Tap into the emotional component of the holidays to resonate with consumers
- Graph 13: attitudes toward non-winter holidays – NET – any agree, 2024
- Non-winter holidays are about creating meaningful moments with loved ones, new places, or oneself
- Graph 14: attitudes toward non-winter holidays – NET – any agree, 2024
- Holiday plans vary across demographics
- Multicultural holidays provide year-round engagement opportunities
- Graph 15: attitudes toward non-winter holidays – NET – any agree. 2024
- Individuals in the 18-44; and parents support cultural diversity in holiday celebrations
- Empower consumers through personalized communications
- Graph 16: attitudes toward non-winter holidays – NET – any agree, 2024
- Strengthen consumers’ connection to the brand through non-winter holiday specific offerings
- Graph 17: attitudes toward non-winter holidays – NET – any agree, 2024
- Brands’ holiday traditions and limited-edition, seasonal products get younger consumers attention
- Pepsi collaborated with chef Bobby Flay to create a unique fragrance for Father’s Day
- Approach to non-winter holidays
- Non-winter holidays are opportunities to expand customer reach
- Graph 18: approach to non-winter holidays, by gender and age, 2024
- Shopping early is convenient and advantageous for consumers
- Graph 19: approach to non-winter holidays, by age, 2024
- Home Depot launched a “halfway to Halloween” sale
- Leverage non-winter holidays to foster stronger connections with consumers
- Graph 20: approach to non-winter holidays, by age, 2024
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Mattel introduced a new Barbie to honor Diwali
- Ghia and Alice Mushrooms teamed up for a Valentine’s collab
- Marketing and advertising
- Amazon adds a “Get it by tomorrow” filter to its Valentine’s Day Shop
- Michaels promotes DIY Halloween Costumes
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Total anticipated spending
- Anticipated average expenditures per person
Traditional holidays like Mother’s Day, Easter, and Valentine’s Day see the highest participation rates. Yet, occasions like Halloween are gaining popularity, especially among younger consumers. This holiday appeals to a broad audience, offering family-friendly activities alongside events for adults, creating significant opportunities for brands and retailers to engage with consumers and drive sales.
While non-winter holidays hold emotional value for many, they are not immune to the effects of inflation. Economic pressures may lead consumers, particularly lower-income households and those managing debt, to prioritize more affordable ways to celebrate or skip celebrating. While others will continue to take advantage of sales and promotions during these periods to purchase big-ticket items.
Children and traditions are key motivators for celebrating non-winter holidays. However, the growing trend of individuals choosing not to have children poses a challenge to the longevity of these celebrations. To address this, businesses can position these holidays as inclusive for all ages and introduce modern, fresh interpretations to keep consumers engaged and connected to these celebrations.
This report looks at the following areas:
- Macroeconomic factors are impacting non-winter holidays
- Non-winter holidays consumers observed or celebrated
- Items shopped for during/around non-winter holidays
- Shopping behaviors during these occasions
- Attitudes toward non-winter holidays
Economic pressures continue to shape shopping habits. Budget-friendly, inclusive options that cater to diverse age groups drive engagement in these celebrations.
Marisa Ortega, Analyst – Retail & eCommerce
Market Definitions
This Report focuses on holidays such as Valentine’s Day, St. Patrick’s Day, Easter, Mother’s and Father’s Day, Halloween, and federal holidays, such as Martin Luther King Day, President’s Day, Memorial Day, Independence Day, Labor Day, Columbus Day, Veteran’s Day, as well as other religious and cultural celebrations separate from major winter holidays.
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