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December 3, 2024Thanksgiving is a time for gratitude, connection, and cherished traditions. At EMI, we analyzed how different groups celebrate the holiday, uncovering trends that highlight what matters most to people. Whether it’s spending time with family, enjoying a large meal, or tuning in to a football game, Thanksgiving traditions reflect shared values and unique preferences across demographics. Understanding these patterns offers valuable insights into how traditions shape our celebrations and bring communities together.
General
When it comes to Thanksgiving, the heart of the holiday shines through in the top response: 41% of people cherish spending time with family and friends, making it the most beloved tradition by far. Sharing a large meal comes in second at 24%, highlighting the importance of food in bringing people together. Far fewer people tie their Thanksgiving joy to specific activities like watching football (11%) or the iconic Thanksgiving parade (7%). Interestingly, shopping or hunting for Black Friday deals ties with parade watching, also at 7%. Smaller traditions like breaking the wishbone or participating in a Turkey Trot barely register at 2% each. Meanwhile, 6% say they skip traditions altogether.
The results reveal a clear theme: connection and togetherness top the list, while niche activities play a much smaller role in the holiday spirit.
Gender
Thanksgiving traditions vary significantly by gender, with 48% of women highlighting time with family and friends as their favorite, compared to just 34% of men. Men, on the other hand, are more likely to focus on watching football (18% vs. 6%) and indulging in a large meal (26% vs. 22%). Interestingly, watching the Thanksgiving parade and shopping for Black Friday deals show minimal differences, hovering around 6-7% for both genders.
These insights suggest women prioritize social connection, while men are more drawn to food and sports, reflecting differing ways of celebrating the holiday spirit.
Age
Thanksgiving traditions evolve with age, particularly the importance of spending time with family and friends, which steadily rises from 32% among 18-24-year-olds to a notable 58% for those 65 and older. Younger age groups, however, show more interest in activities like eating a large meal (27% for 18-34) and shopping for Black Friday deals, which peaks at 9% for those under 44 before dropping sharply to just 2% for seniors.
Football watching sees moderate engagement across most age groups, ranging from 7% in the youngest group to 13% among 35-44-year-olds, before declining slightly among older adults. Watching the Thanksgiving parade has limited appeal across all ages but is most common among 18-34-year-olds at 8%. These trends highlight a growing focus on togetherness as people age, while younger generations embrace a broader mix of traditions.
Income
Spending time with family and friends is the top Thanksgiving tradition across all income levels, with higher earners ($100,000+) embracing it the most at 47%, compared to 34% for those earning under $20,000. Eating a large meal, while the second most popular tradition, shows a slight decline as income rises, from 25% among lower-income groups to 20% for higher earners.Watching football and the Thanksgiving parade maintain steady popularity across income levels, with football slightly more favored among those earning $100,000+ (13%) compared to lower brackets (10-12%). Shopping for Black Friday deals fluctuates minimally, peaking at 8% for the $40,000-$59,999 group. These insights suggest that regardless of financial status, the Thanksgiving spirit is firmly rooted in family connections.
Ethnicity
Spending time with family and friends is the most valued Thanksgiving tradition across all ethnic groups, but its importance varies. Caucasian respondents lead at 45%, while African-American (31%) and Hispanic/Latino participants (34%) report lower emphasis. Eating a large meal ranks second, particularly among Hispanic/Latino (27%) and African-American (26%) respondents, compared to 18% for Asian/South Asian individuals.
Watching football resonates most with African-Americans (14%) and Hispanics/Latinos (13%), while parade watching holds consistent, ranging from 4% (Other) to 8% (Asian/South Asian and Hispanic/Latino). Shopping for Black Friday deals is particularly popular among Asian/South Asian respondents (13%), doubling the rate for Caucasians (5%). These findings showcase how Thanksgiving traditions reflect shared values of togetherness while incorporating unique cultural preferences.
Panels
Spending time with family and friends is the leading Thanksgiving tradition across all panels but varies widely, from a high of 50% in Panel A to just 29% in Panel I. Conversely, eating a large meal sees its strongest support in Panel I (28%) and Panel O (26%), compared to just 19% in Panels A and B. Watching football shows consistent popularity across most panels at 11-12%, but jumps to 18% in Panel I. Shopping for Black Friday deals peaks in Panel D at 11%, nearly triple Panel A’s 4%. Parade watching is a niche tradition, highest in Panels D and I (8-9%) but lowest in Panels A and O (5%). These differences suggest that while family remains central, secondary traditions vary significantly across panels.
This is an excellent representation of where quality data sampling matters. At EMI, we prioritize strategically blending sample sources to balance demographics as well as behaviors and attitudes to ensure that we provide the most representative and accurate data. Download The Sample Landscape: 2024 Edition to better understand how panels differ from one another and how they impact your data.