That’s according to Nielsen IQ which found 55% will be decorating the inside of my home, 38% will prepare a meal at home for household members only, 38% will decorate the outside of their house, 32% will go to someone else’s home to celebrate with a small gathering, and 31% will serve or consume alcoholic beverages.
Since 2018, total alcoholic has experienced growth during the year-end holiday season. For Thanksgiving 2021, spirits led (up 5.4% vs. a year earlier) followed by wine (up 1.1%). Beer declined slightly, dipping 1.8%. “Based on Thanksgiving Day performance, we expect that year-end holiday total alcohol sales for 2021 will be in line with the levels of 2020 and will exceed 2020 among top performing categories,” Nielsen said.
Sixty-two percent of consumers said they would be visiting on-premise outlets during the holiday season, and 47% of consumers said they would be visiting on-premise for New Year’s Eve.
Nielsen IQ noted that “the holidays are a merry opportunity to influence new alcohol purchases.” Some 43% of bev/al consumers plan to drink more, and one in three are like to change their alcohol purchases. Nielsen’s surveys suggest those who typically buy Hard Seltzeer, RTDs and Spirits are most likely to make a change, exploring new categories and brands. Why? Largely to please holiday guests. Shoppers, Nielsen found, are seeking new product types to create festive at-home cocktails and premium offerings.
So, what impels purchase of a different alcohol beverage? 53% say price promotion or discount, Nielsen says. We suspect that will inflation surging, price will be a more important factor. Second on the list is in-store displays (41%). Brand familiarity is third (37%), holiday-themed flavors is fourth, gift-giving is fifth (32%, and holiday-themed packaging is sixth at 31%.