Christmas- in December 2022, eighty-five percent of Americans report celebrating Christmas. While the overall percentage of Americans celebrating Christmas remains high, fewer today (71%) than a decade ago (82%) say it is a strongly or somewhat religious holiday for them. The role of religion in Christmas celebrations appear to be declining. Today, 46% of Americans say they celebrate Christmas as primarily a religious (rather than cultural) holiday, down from 51% who said this in 2017. In 2021, total holiday retail sales were projected to have reached new highs of almost 850 billion U.S. dollars. Right after Christmas comes New Year's Eve. New Year's Eve is a major social holiday for many people in the United States. Many people hold parties at home or attend special celebrations to celebrate the upcoming New Year. In many cities, large-scale public events are held. These often attract thousands of people.
Families- People mostly expect to be with their kids and partners (69%), their parents (36%), and other family members (35%). Therefore, those users will look for fun traditional activities which are decorating a Christmas tree, making a gingerbread house, watching a Christmas movie, decorating their home and yard, and exchanging gifts. Some parents might look for a Santa costume especially if they have young children. In addition, in 2020, holiday retail sales of $936.3 billion, with U.S. households spending an average of $826 during the season. Therefore, Marketing can operate through department store chains like Target, Walmart, Costco, and others.
Community and Charity Event Planners- November and December make up what is commonly called the giving season for the nonprofit community. Near the holidays, people feel encouraged to give more generously than during the rest of the year. These users might look for a private or a public place to throw the charity events, they could also look for catering/food services, surround sound systems, or live music. Furthermore, charity event planners might organize champions that can collect donations from new people and find new volunteers.
College Students- A 2020 College survey of 950 undergraduates found that a majority (56%) of those who will buy Christmas presents this year expect to spend more than $100, while almost one-quarter (23%) expected to spend more than $200. Among those who are Christmas shopping, a majority will buy gifts for their parents (67%) and/or siblings (59%). Almost half will buy gifts for a friend, while nearly one-quarter (23%) plan to shop for themselves. Fewer students will shop for a grandparent (15%), and 3% will buy presents for their own children. Male students are more likely than female students to do all their shopping online (60% vs. 52%). These users in this age range will be most interested in the new year's celebration and will look for parties in their area Marketing can be mostly on social media such as Facebook and Instagram and could include commercials for traditional or unique presents and for new year’s festivities.
Seniors- More than 58 million adults are 65 and older live in the United States today (17.3% of the nation’s population). As of 2020 The states with the largest elderly age group were Maine (21.8%), Florida (21.3%), and West Virginia (20.9%). However, the states with the smallest elderly age group are Utah (11.7%), Alaska (13.1%), and Texas (13.2%). These users would like to get into the holiday spirit; therefore, they will make an effort to celebrate these holidays with their families. Gifts are a big part of Christmas so they will also search for presents and gifts for their beloveds. Marketing can operate through toy stores and should include simple language and a very centered advertisement of the most common and trendy gadgets and toys. It is also important to use multi-channel marketing (like a catalog).
Supermarkets Consumers- Consequently within the last few years, many consumers expected to spend more on groceries during the Christmas season in order to fuel the family gatherings and holiday parties they were unable to enjoy last year because of the pandemic. In the 4th edition of the large scale North-American survey, 94% of all respondents listed in-store shopping among their preferred methods of purchasing groceries. 60% of consumers reported having used alternative shopping methods with curbside pickup proving to be the most popular. Based on behavioral research, marketing can be done by advertising for older consumers earlier than younger consumers. For young adults, effective advertising can be mostly online and on social media, in order to promote new products and brands. Supermarket consumers will be interested in coupons and big box chain stores.
Big Sale Days- Black Friday is on the day after Thanksgiving. It is one of the busiest shopping days in the USA, and many stores have special offers and lower their prices. During this day many shoppers buy Christmas presents, clothes, electronics, toys, etc. The Monday after, known as Cyber Monday, is hailed as a marketing effort for online retailers, their equivalent to Black Friday. Near these big sale events, many chain stores will come out with new clothes collections, toy models, or new gadgets. Marketing can be in multi-channel marketing, online for the younger audience, and by catalog or billboard.
Jewish Community- Hanukkah- Considering that Jews comprise only about 1.8% of the population, Hanukkah’s presence in America’s public square is remarkable. The ratio of Americans who celebrate Hanukkah compared to those who celebrate Christmas is 1 to 14. 68% of American Jews think Hanukkah is one of the three most important Jewish holidays. Most American Jews celebrate Hanukkah with a family dinner or the lighting of a menorah. Consumer goods and advertising companies saw a great opportunity in marketing Hanukkah as a Jewish alternative to Christmas, manufacturing new ritual objects, promoting special holiday foods, and encouraging parents to shower their children with gifts.
Travelers- Winter travel in the United States offers a variety of destinations and experiences. Domestically, options range from skiing in Colorado and Utah's snow-covered mountains to enjoying the festive ambiance of New York and Chicago. For those seeking warmer weather, Florida, California, and Hawaii are popular for their sunny beaches. Internationally, American travelers often choose beach destinations like the Caribbean and Mexico, or cultural experiences in European cities with their Christmas markets. Adventure-seekers might head to places like Iceland for the Northern Lights or Canada for winter sports. Advertisers should be willing to promote travel bundles and discounts to cater to both the more adventurous travelers and the more family oriented ones.