Halloween Not Cancelled by Covid: Barcardi Survey

Despite the continued rampages of Covid-19, 53% of Americans still plan to dress up in costume for Halloween.  That’s one of several fascinating findings in a just-released survey conducted for Bacardi Ltd.

But this year, get-togethers are primarily online as nearly 30% said that their top Halloween essential was a strong WiFi connection or a themed background for their video call. When it comes to Thanksgiving, more than 50% of Americans don’t think that turkey should take center stage at the table, and with traditions upended anyway, they’re no longer shy about admitting it! The country does have a great fondness for pie and fruitcake, though, with a staggering 70% saying that the sweet treats are essentials for the holidays.

Spiced cocktails and eggnog also made the cut with close to 40% claiming they’ll be drinking more of these festive libations this year. Vodka continues to hold its crown as the most popular category in the United States, with 23% of respondents saying it will be their spirit of choice this winter, followed by whisky (18%) and tequila (11%).

While Holiday Punch, Espresso Martini, and the Old Fashioned are top cocktail choices this season, people are showing a more mindful approach to drinking – over 60% plan to enjoy a low ABV option this season. The spirits premiumization trend appears to be  unstoppable, with 47% saying that a premium spirit is crucial for a fabulous holiday cocktail.

Having spent lockdown sharpening their cocktail-making skills, many are making drinks at home versus going out on the town. Cocktails are getting a shakeup, with nearly 20% planning to challenge themselves to use Sriracha, olive oil (15%), and maple syrup (24%), showing that ingredients from the cupboard won’t cramp your style. People also have strong opinions on who they’d choose to enjoy cocktails with – holiday entertaining guru Martha Stewart came out on top over Ina Garten, with 78% of Americans voting for her.

“The holiday season is certainly poised to be quite different this year, yet the survey data reveals people still want to find ways to enjoy the festivities and we believe that cocktails can elevate any moments of celebration,” says Brenda Fiala, Global VP Strategy Insights and Analytics for Bacardi. “Now more than ever, people are craving connection, and our family of brands and holiday gifting solutions are perfectly tailored to these moments that matter, both virtually and in-person.”

We may have hit ‘peak boredom’ during the lockdown with close to half the respondents getting their holiday decorations up earlier than usual. 2020 is definitely a year of firsts. One in four American adults will be spending Thanksgiving or Christmas Day apart from their parents for the first time, and close to a fifth intend to celebrate Friendsgiving or Friendsmas instead. While they’ll miss spending time with their families, they’re also not totally bummed about some of the changes 2020 has wrought. Good riddance to awkward conversations at the office Christmas party (40%), family feuds (37%), and the craziness of going out to stores for holiday shopping (40%).

Sixty percent (60%) will be buying presents from an e-commerce site, with nearly 70% of them hunting for a Black Friday bargain online or on Cyber Monday. But 67% plan to buy a gift for themselves this holiday, many of whom for the first time (29%) as it’s been a rough year and they want to treat themselves (57%). ‘Tis the season for meaningful gifts (50%) as research shows 35% of the nation are handmaking gifts for others this year. Spirits continue to make for great gifts with whisky, vodka, and tequila topping the lists. Bacardi has added “shop” buttons to brand websites and partnered with platforms like www.drinkbacardi.com, Cocktail Courier, and Reserve Bar to ensure your holiday gifts are available in a click.

Americans will round out the holiday season by hanging out with friends in small groups for New Year’s Eve. It’s a low bar this year for New Year’s resolutions. 32% of Americans are just hoping to get out of their sweatpants. Many others, though, are looking to shake things up, with 55% planning to partake in Dry January.

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