WEST LONG BRANCH, NJ – A Monmouth University Poll reveals a significant number of Americans are reducing holiday spending due to inflation. Despite these cutbacks, traditional holiday activities remain popular, excluding carol singing. The poll also indicates a widespread belief in making Santa’s “nice list” and a preference for frosted sugar cookies as the favorite holiday treat.
The survey shows 55% of Americans have scaled back holiday shopping, a notable increase from 46% in 2022 and 40% in 2021. This trend spans all demographics, with the most considerable impact on those earning under $50,000 annually. In this group, 67% have reduced spending, compared to 48% last year.
Patrick Murray, director of the Monmouth University Polling Institute, comments on the situation. He suggests various reasons for the reduction, including the long-term effects of inflation and altered spending habits post-pandemic.
Despite financial constraints, Americans enthusiastically engage in holiday activities. These include playing Christmas music (76%), decorating (75%), and baking (69%). Charitable volunteering is planned by 43% of respondents. These figures show an increase compared to a similar poll conducted in 1996. However, the interest in caroling has declined, with only 9% planning to participate, down from 22% in 1996.
Regarding holiday baking, frosted sugar cookies top the list of favorites at 32%, followed by gingerbread and chocolate chip cookies. Other popular choices include snickerdoodles, butter, peanut butter, and chocolate cookies.
The poll also reveals a strong belief in making Santa’s “nice list,” with 79% of Americans confident of their inclusion. The sentiment is stronger among women (87%) compared to men (72%). Women are also more engaged in baking and identifying a favorite Christmas cookie. Additionally, more women (82%) than men (71%) enjoy Christmas music. Among younger adults, those with children are more likely to decorate their homes and participate in volunteering activities.
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The Monmouth University Poll, conducted between November 30 and December 4, 2023, surveyed 803 adults across the United States. The results have a margin of error of +/- 4.8 percentage points. The poll was carried out by the Monmouth University Polling Institute located in West Long Branch, NJ.