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US Party Planning and Home Entertaining market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Party Planning and Home Entertaining market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

For the purposes of this Report, Mintel has used the following definitions:

Home entertaining involves any formal or informal special event inside the home that is planned in advance to which nonresident guests are invited, including:

  • holiday parties
  • dinner parties
  • religious celebrations
  • birthday parties
  • game-watches
  • informal get-togethers (such as poker nights or book club meetings)

Expert analysis from a specialist in the field

Written by Dana Macke, a leading analyst in the Lifestyles & Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Most adults say they enjoy entertaining people in their home—an attitude that has remained constant for more than a decade. In the last three years, a substantial 77% of adults have hosted a party in their home. Informal gatherings are far more prevalent than formal parties, with 44% participation compared to 17%. Lifestyle trends, technology and social media influences, demographic factors, and motivations to host parties support the prevalence of informal gatherings. Dana Macke
Associate Director - Lifestyles & Leisure

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Enjoyment of entertaining, 2004-17
          • Figure 2: Leading types of parties hosted, April 2018
        • The issues
          • The stress factor
            • Figure 3: Attitudes toward party planning and hosting, April 2018
          • Cost and cleanup also burden the party host
            • Figure 4: Party hosting challenges, April 2018
          • The opportunities
            • Motivate adults to unwind with informal gatherings
              • Figure 5: Motivations for hosting, April 2018
            • Parents are key to informal market
              • Figure 6: Profile of informal party hosts, April 2018
            • Party planning products and services
              • Figure 7: Attitudes toward party planning and hosting, April 2018
            • What it means
            • The Market – What You Need to Know

              • Party hosting remains popular, led by informal gatherings
                • Social media usage and party planning
                  • Favorable economic conditions offer positive and negative influence
                    • Married couples host more parties
                      • Aging population poses threat to market
                      • Who Are Party Hosts?

                        • Entertaining is an enduring social activity
                          • Figure 8: Enjoyment of entertaining, 2004-17
                        • Parents with young kids are key to the informal market
                          • Figure 9: Profile of informal party hosts, April 2018
                          • Figure 10: Households by presence and ages of own children, 2017
                        • Hispanics find more occasions for formality
                          • Figure 11: Profile of formal party hosts, April 2018
                          • Figure 12: Total population by Hispanic origin, 2013-23
                      • Market Perspective

                        • Pinterest may inspire parties, but Facebook informs everything else
                          • Figure 13: Social media usage, February 2018
                        • Dining and entertainment spending are top treats for consumers
                          • Figure 14: Where extra money is spent, February 2018
                        • Informal entertaining rules the outdoors
                          • Figure 15: Outdoor entertaining, November 2016
                      • Market Factors

                        • Positive DPI supports in-home entertaining
                          • Figure 16: Disposable Personal Income change from previous period, January 2007-March 2018
                        • High consumer confidence may spur more out-of-home spending
                          • Figure 17: Consumer Sentiment Index, January 2007-April 2018
                        • Employed adults more likely to entertain
                          • Figure 18: Unemployment and underemployment, January 2007-March 2018
                        • Share of married couples on the decline
                          • Figure 19: Married share of population, 2006-16
                        • Aging population leads to smaller households
                          • Figure 20: Population aged 18 or older, by age, 2013-23
                          • Figure 21: Households by number of members, 2017
                      • Key Trends – What You Need to Know

                        • Informal events are popular and easier for the host
                          • Pre-wedding celebrations and gender reveal parties are on trend
                            • Cleanup and cost are a pain for party hosts
                              • Balloon bans
                                • Integrating social media into home parties
                                  • A party at home with strangers
                                  • What’s Working?

                                    • Informal events—more reasons to gather
                                      • Figure 22: Types of parties hosted, April 2018
                                    • Making it easy for the host
                                      • As Millennials wait to wed, pre-wedding celebrations expand
                                        • Gender reveals continue to boom
                                          • Party City gets more inclusive
                                          • What’s Struggling?

                                            • Cleanup is a burden for party hosts
                                              • Figure 23: Party hosting challenges – Cleaning, April 2018
                                            • Concerns over cost may be reason why formal parties are fading out
                                              • Figure 24: Party hosting challenges – Cost, April 2018
                                            • Balloons continue to deflate
                                              • Figure 25: Types of parties hosted, April 2018
                                          • What’s Next?

                                            • Is group video chat the new iGen party option?
                                              • Experience a house party with strangers
                                              • The Consumer – What You Need to Know

                                                • Majority of adults are party hosts
                                                  • Motivations to host parties support prevalence of informal gatherings
                                                    • Pinterest provides party inspiration, particularly among women
                                                      • Food and beverages make the party
                                                        • Cleanup is the biggest challenge for party hosts
                                                          • Party hosting is stressful, but guest enjoyment is a big reward
                                                          • Types of Parties Hosted

                                                            • Three in four have hosted a party in their home
                                                              • Figure 26: Types of parties hosted, April 2018
                                                            • In their own words: types of parties hosted
                                                              • Social occasions seem to taper off for older adults
                                                                • Figure 27: Types of parties hosted – Select items, by age, April 2018
                                                              • Hispanic adults over index for nearly all types of parties
                                                                • Figure 28: Types of parties hosted – Select items, by Hispanic origin, April 2018
                                                              • Married adults hold more informal gatherings, but formal aren’t top of mind
                                                                • Figure 29: Types of parties hosted – Select items, by marital status, April 2018
                                                            • Motivations for Hosting Parties

                                                              • Although most plan event celebrations, motivations support informal gatherings
                                                                • Figure 30: Motivations for hosting, April 2018
                                                              • Men look at the social side of parties
                                                                • Figure 31: Motivations for hosting – Socializing, by gender, April 2018
                                                              • For young Millennials, parties are just another night in
                                                                • Figure 32: Motivations for hosting – Socializing, by generation, April 2018
                                                            • Sources of Party Inspiration

                                                              • Pinterest is the top social media source for planning
                                                                • Figure 33: Sources of party inspiration, April 2018
                                                              • Pinterest use driven by women
                                                                • Figure 34: Sources of party inspiration, by gender, April 2018
                                                              • Nearly all sources of inspiration are dominated by young party hosts
                                                                • Figure 35: Sources of party inspiration, by age, April 2018
                                                            • Retail Locations for Party Supplies

                                                              • It’s not a party without food
                                                                • Figure 36: Retail locations for party supplies, April 2018
                                                              • Partiers looking for snacks at mass merchandisers
                                                                • Figure 37: Retail locations for party supplies – Food items, by retailer, April 2018
                                                              • Party stores capture party goods, but mass merchandisers close behind
                                                                • Figure 38: Retail locations for party supplies – Party items, by retailer, April 2018
                                                              • In their own words: party décor
                                                                • Opportunities for mass merchandisers to tout beverage offerings
                                                                  • Figure 39: Retail locations for party supplies – Beverage items, by retailer April 2018
                                                              • Party Hosting Challenges

                                                                • Cleaning is a bigger concern than cost
                                                                  • Figure 40: Party hosting challenges, April 2018
                                                                • In their own words: the importance of food and music
                                                                  • Music curation could appeal to party hosts
                                                                    • Figure 41: Party hosting challenges – Select items, by race, April 2018
                                                                • Attitudes toward Party Planning and Hosting

                                                                  • Enjoyment is the ultimate reward
                                                                    • Figure 42: Attitudes toward party planning and hosting, April 2018
                                                                  • To plan, host, or attend? It’s a split decision.
                                                                    • Figure 43: Attitudes toward party planning and hosting, April 2018
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Consumer survey data
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                          • Terms