Consumer Research | Holidays & Occasions

Make the best decisions for your brand with real-time holiday consumer insights.

Holidays and occasions afford consumers the opportunity to express their cultural traditions and individuality through decorations, food and beverage, entertainment, celebratory activities and more. This annual report, updated each summer, allows brands to explore how consumer attitudes and behaviors toward holidays and occasions are evolving across race, ethnicity, generation, sexuality and gender. Read on to learn how consumers are changing the ways in which they celebrate holidays—the cultural touchpoints that represent billions of dollars in consumer expenditure each year.

Collage Group Holidays & Occasions report covers: Post-COVID & General Attitudes, Halloween, Thanksgiving, Christmas, Cookouts/Barbeques, Weddings, The Olympics, Birthdays, Quinceañera, Back to School Season, Mother’s and Father’s Day, Black History Month, Asian American Pacific Islander Month, Hispanic Heritage Month, Cinco de Mayo, Día de los Muertos, Juneteenth, Lunar New Year and Diwali


Despite the ongoing pandemic, consumer spend on Christmas is projected to continue increasing. Get the insights you need on this critical holiday to connect with diverse America.


Discover how consumers interact with the second largest commercial holiday of the year.  


After over a year of social distancing, Americans plan on gathering to celebrate Thanksgiving. Learn how they’re choosing to interact with this festive holiday.


Do you know how your audience prepares for and celebrates birthdays? Our in-depth analysis on this topic will help shape your marketing strategy. 

Post-Covid and General Attitudes

After more than a year of social distancing, consumers are ready to begin gathering for special occasions again. Download a sample of our study that explores the attitudes and behaviors around socializing and communicating in this Post-COVID era.

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America Now: Economic Inequality

This research is part of a series that expands on our 2021 Roundtable Presentation, America Now. Read on to learn how Americans feel about income inequality in the United States today.

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Friendsgiving 2021: How Should My Brand Celebrate?

It’s not too late to activate! With over 30% of Americans (and 40% of Gen Z and Millennials) celebrating “Friendsgiving,” brands will want to make their mark on this growing tradition. Keep reading to learn what consumers expect from brands like yours this Friendsgiving.

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Diwali Celebration

Diwali 2021: What Should My Brand Do?

It’s not too late to activate! With two thirds of Indian Americans celebrating Diwali, brands will want to make their mark on this important holiday. Keep reading to learn what Asian consumers expect from brands like yours on this festival of lights.

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