Indulging Over the Holidays

“No one said it would be easy, no one said it would be this hard…” sums up how things have been feeling over the past few years. Right as things began to return to normal, with the worst of the pandemic behind us, the country faces out-of-control inflation and threats of a potential economic recession.  So, we at Atomik Research, decided to have some fun and share survey stats that are not only playful, but also a bit seasonally specific, if not a little indulgent to lighten the mood.

Letting Go:

In another blog post, 30% of consumers indicate they are willing to use inflation as an excuse to eat less healthy. With inflation still affecting many of us as we close-in on the holiday season, a time already synonymous with indulgent festivities, this holiday season may be a time of extra indulgence. Atomik Research conducted an online survey of 2,004 adults throughout the U.S. that found more than 1 in 4 (27%) adults plan on letting themselves go this holiday season.

Younger generations more often than older generations indicated they plan to “let themselves go” during the upcoming holiday season. Forty-four percent (44%) of Gen Z (N=269) and more than a third of millennials (35%; N=556) plan on letting themselves go this holiday season. Among older generational cohorts, fewer Gen Xers (27%; N=525) say they plan to let themselves go, and just 12% of those within the baby boomer and silent generation (N=654) indicate they plan on letting themselves go over the holidays.

Indulging More:

While not all Americans plan on letting themselves go (73% do not plan to do so), more than half (52%) do plan on eating more candy/sweets or drinking more alcohol. Food and drink aren’t the only things Americans plan on indulging in more often this holiday season. Over 1 in 3 (34%) plan to indulge in purchasing more gifts for themselves.

When it comes to ways in which respondents anticipate indulging themselves this coming holiday season versus the 2021 holidays, 48% of Gen Z and 41% of millennials plan to purchase gifts for themselves. Zoomers and Gen Xers anticipate eating more sweets or candy, 41% and 43% respectively. Our researchers learned of another notable way younger adults plan to indulge around the holidays — more dates. Thirty-six percent (36%) of Gen Z wants to go on more dates in time for cuffing season, while a collective 30% of millennials and zoomers (N=825) are looking for partnerships in the fall and winter months. 

Spicy Attitudes Toward PSL Season:

 We hoped to end the survey by fleshing out the truth behind pumpkin spice lattes and how respondents answer when no one was looking. Older generational cohorts more frequently declaim that PSLs are one of the worst drinks of the holiday season, but younger consumers more often show their love for the drink.

Atomik Research unearthed several data points surrounding millennials and Gen Z consumers’ (N=825) affinity for the seasonal drink, revealing 36% love them, 24% look forward to their arrival and 1 in 7 (14%) admit tardiness to work due to PSL cravings. On the other hand, nearly 2 in 5 of those who fall into the baby boomer and silent generations (37%; N=654) think pumpkin spice lattes are one of the worst drinks of the holiday season.

As a creative market research agency, we specialize in discovering unique data points among specific target audiences as well as tracking polarizing trends. Quantitative research proves a versatile storytelling tool that can stand alone or work in tandem with larger communication strategies. Learn how insights can support key messaging and add a little spice to your next story.