Consumer Tastes Turn Traditional in the Holiday Season

A+E Networks research shows that consumers like to get in the spirit of the season with holiday movies and shop for decorations, holiday foods and gifts for their family.

For the holidays, consumers preferences turn very traditional. That’s what Lifetime® and A+E Networks® found in research that looked at last year’s holiday season.

Study participants said they tune in to holiday made-for-TV movies to get into the holiday spirit, lift their spirits and feel good. These movies remind them what the season is all about, provide escapism from all the craziness and help them reminisce about holidays past. The greatest number said they begin watching holiday movies around Thanksgiving, while many also start watching in early to mid-December.

The research found that 89 percent of Lifetime viewers like to decorate for Christmas, and 61 percent like to decorate a lot. Some 43 percent said they buy new decorations every year. During the holidays season, they like food products that taste good, are well priced and tap into holiday traditions. They also like holiday cocktails: 58 percent use alcohol in their holiday desserts and drinks.

Picture of festive holiday cocktails

Other A+E Networks research found that online shopping is the preferred method for holiday shopping: 43 percent said they’d shop mostly online, 20 percent said they’d shop equally online and in-store and only 17 percent said they’d shop mostly in-store. For their online shopping, 60 percent said they’ll use individual store apps. Nearly seven in 10 planned to take advantage of sales on either Black Friday or Cyber Monday, but 21 percent said they don’t start their holiday shopping until December.

The research found that 89 percent of Lifetime viewers like to decorate for Christmas, and 61 percent like to decorate a lot.

Also traditional: Some 66 percent said they’d be buying gifts for a spouse or significant other, and 63 percent said they’d be buying gifts for children, with only 31 percent planning to shop for themselves.

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