“Consumers are reverting to old routines with a renewed excitement for and appreciation around non-winter holidays. These occasions will continue to be important for consumers across generations and backgrounds, with an increased focus on shared moments and values. Moving forward, brands and retailers can look to connect with consumers through more meaningful ways around these holidays.”

– Marisa Ortega, Cross-category analyst

This report covers the following issues:

  • The impact of COVID-19 on consumer behavior and non-winter holiday shopping.
  • Non-winter holidays consumers shop for, and what they buy.
  • Consumer behavior when shopping for non-winter holidays.
  • Attitudes toward non-winter holiday shopping.

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US Anticipated spending on non-winter holidays, in billions, 2014-25
    • Impact of COVID-19 on non-winter holiday shopping
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on non-winter holiday shopping, July 2021
    • Opportunities and challenges
    • Maintain focus on wellbeing in celebrations and gift ideas
    • Celebrate diversity amongst consumers and cultures
    • Make value a focal point
    • Adopt social commerce offerings and experiences
  3. The Market – Key Takeaways

    • Consumers are emerging from the pandemic with a renewed excitement around holidays
    • Moving beyond the one size fits all
    • The sustainable appeal opens the door to innovation
  4. Market Size

    • Mother’s Day continues to lead non-winter holiday spending
      • Figure 3: Total US anticipated spending on non-winter holidays, in billions, 2014-25
    • Impact of COVID-19 on non-winter holiday shopping
  5. Market Factors

    • Unemployment and consumer confidence are improving; still room to grow
      • Figure 4: Consumer confidence and unemployment, 2000-2021
    • Steady decline in households with children could lead to slow growth in years to come
      • Figure 5: Households, by presence of children, 2010-20
    • The US is becoming more racially and ethnically diverse
      • Figure 6: Population by race and Hispanic origin, 2016-26
      • Figure 7: Martin Luther King Day by West Elm
    • The sustainability-minded consumer looks to celebrate responsibly
      • Figure 8: Martha Stewart offers sustainable Easter basket ideas
  6. Companies and Brands – Key Takeaways

    • Easy celebrations keep consumers engaged
    • Address consumer needs and expectations through partnerships
    • Lift up the BIPOC and LGBTQ+ communities
  7. Competitive Strategies

    • Hello Fresh taps into the power and potential of food
      • Figure 9: Hello Fresh connects over Father’s Day
    • Williams-Sonoma promotes Pride Month through non-profit partnership
      • Figure 10: Williams Sonoma x The Trevor Project
    • Crate & Barrel leverages influencer support to celebrate diversity
      • Figure 11: Real Delicious for Cinco de Mayo by Crate and Barrel
    • Make holidays celebrations easier
      • Figure 12: Social Studies elevates table setting for various occasions
  8. Market Opportunities

    • Focus on sustainability and help consumers to do the same
      • Figure 13: ThredUP highlights sustainable Halloween ideas
    • Take accountability and help consumers to be and feel seen
      • Figure 14: Target offers education on Black History Month
    • Adopt social commerce offerings and experiences
      • Figure 15: Shoppable 4th of July post from Pottery Barn
  9. The Consumer – Key Takeaways

    • Consumers want to honor their background
    • Ominchannel is the way to go
    • Every category has an opportunity during holiday shopping
    • Non-winter holidays offer opportunities to connect with various consumer groups
  10. What to Expect for Non-Winter Holidays

    • Consumers plan on taking a more conservative approach
      • Figure 16: Attitudes and behaviors toward non-winter holidays, 2021
    • Heritage influences the relevance of non-winter holidays
      • Figure 17: Attitudes and behaviors toward non-winter holidays by parents origin, 2021
      • Figure 18: 4th of July by Our Place
  11. Non-Winter Holidays Shopped For

    • Consumers appreciate their parents even more
      • Figure 19: Non-winter holidays shopped for, 2021
      • Figure 20: Mother’s Day by Outdoor Voices
    • Non-winter holiday shopping loses momentum as consumers age
      • Figure 21: Lucky Charms’ St. Patrick’s Day focus
      • Figure 22: Target highlights summer drink recipes
      • Figure 23: Non-winter holidays shopped for by generation, 2021
    • Consumers’ heritage influences their holiday participation
      • Figure 24: Non-winter holidays shopped for by ethnicity and race, 2021
      • Figure 25: Black History Month by Honey
  12. Items Purchased

    • Consumers shop across categories for non-winter holidays
      • Figure 26: Marshalls highlights hosting and outfit must-haves
      • Figure 27: 4th of July clearance by Wayfair
      • Figure 28: Items purchased, 2021
    • Women are the main shoppers on leading seasonal categories
      • Figure 29: Items purchased by gender, 2021
    • Children’s presence in the household influences consumers to actively participate in non-winter holidays
      • Figure 30: Items purchased by parental status, 2021
      • Figure 31: An at-home Easter activity for everyone
  13. Shopping Preferences

    • Stores are the most important touchpoint
      • Figure 32: Preferred channel, 2021
      • Figure 33: Preferred channel by generation, 2021
      • Figure 34: Halloween Party Supplies by Walmart
  14. Retailers Shopped

    • Consumers seek a convenient shopping experience
      • Figure 35: Retailers shopped, 2021
      • Figure 36: 4th of July offers from Crate and Barrel
    • Driving appeal through various forms of value
      • Figure 37: Dollar Tree promotes affordable Easter basket ideas
      • Figure 38: Retailers shopped by household income, 2021
      • Figure 39: Instacart; Nordstrom Local leverage non-winter holidays to connect with consumers
    • Cater to interests and shopping preferences across generations
      • Figure 40: Abercrombie & Fitch creates Pride Collection with The Trevor Project
      • Figure 41: Retailers shopped by generation, 2021
  15. Shopping Behaviors

    • Consumers prioritize effective shopping
      • Figure 42: Shopping behaviors, 2021
    • Consumers are looking for value
      • Figure 43: Shopping behaviors by ethnicity and race, 2021
    • Non-winter holidays are an opportunity to attract new customers
      • Figure 44: Shopping Behaviors by generation, 2021
  16. Attitudes toward Non-Winter Holiday Shopping

    • Non-winter holidays are opportunities for self-gifting
      • Figure 45: Attitudes toward non-winter holiday shopping, 2021
    • Fostering non-traditional celebrations could bring long lasting benefits
      • Figure 46: Attitudes toward non-winter holiday shopping by parental status, 2021
    • Cater to generational differences
      • Figure 47: Attitudes toward non-winter holiday shopping by generation, 2021
  17. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Consumer survey data
    • Consumer qualitative research
    • Marketing creative
    • Abbreviations and terms
    • Abbreviations
    • Terms
  18. Appendix – The Market

      • Figure 48: Anticipated Mother’s Day expenditures, in current dollars, 2016-21
      • Figure 49: Anticipated Valentine’s Day expenditures, in current dollars, 2016-21
      • Figure 50: Anticipated Easter expenditures, in current dollars, 2016-21
      • Figure 51: Anticipated Father’s Day expenditures, in current dollars, 2016-21
      • Figure 52: Anticipated Halloween expenditures, in current dollars, 2016-20
      • Figure 53: Anticipated Independence Day food items expenditures, in current dollars, 2016-21
      • Figure 54: Anticipated St Patrick’s Day expenditures, in current dollars, 2016-21
      • Figure 55: Births, by race and Hispanic origin of mother, 2017-19
  19. Appendix – The Consumer

    • Online discussion panel
    • Shifts in perceptions due to COVID-19
    • Non-winter holidays celebrations
    • Opportunities for improvement
    • Non-winter vs winter holidays
    • The favorite holidays

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


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