“Non-winter holidays are just as meaningful, if not more than they were prior to the pandemic. Consumers look forward to celebrating these joyous occasions and connecting with others. However, rising costs and supply chain issues are getting in the way. Brands must focus on providing value in various forms to appeal to and engage consumers during these special occasions.”

– Marisa Ortega, Retail & eCommerce Analyst

This report covers the following issues:

  • How various macroeconomic factors are impacting non-winter holidays
  • Non-winter holidays consumers shop for, and what they buy
  • How and where consumers shop 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
    • Market context
  2. 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
  3. Market Size

    • Consumers may prioritize celebrating non-winter holidays despite of the turbulent times
      • Figure 5: Anticipated holiday expenditures, in current dollars, 2009-22
  4. 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
  5. 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
  6. 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
  7. The Non-Winter Holiday Consumer – Fast Facts

  8. 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
  9. 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
  10. 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
  11. 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
  12. 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
  13. 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
  14. 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
  15. 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
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Consumer survey data
    • Consumer qualitative research
    • Marketing creative
    • Abbreviations and terms
    • Abbreviations
  17. 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
  18. Appendix – The Consumer

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

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