Do You Want to Build a Snowman? Popularity of Winter Activities

Winter is here, and with it comes a variety of seasonal activities to brighten the colder months. From baking sweet treats to sledding down snowy hills, everyone has their favorite way to enjoy the season—or skip it altogether! Results from our recent wave of research-on-research revealed some fascinating insights on which activities people plan to partake in during the cold months. Whether you’re curious about the most popular winter activities or intrigued by the contrasts among different groups, let’s dive into how people are embracing (or avoiding) the chill of winter.

Overall

We found that baking cookies and desserts is the most popular winter activity, with 58% of respondents planning to indulge in this cozy pastime. Attending a winter festival comes in a distant second at 26%, tied with those who plan to skip winter activities entirely. Building snowmen or forts follows closely at 23%, while more active pursuits like sledding (14%), skiing or snowboarding (11%), and ice skating (11%) appeal to smaller segments of the population.

The data highlights a clear preference for indoor or low-effort activities, with baking leading by a wide margin. Meanwhile, a significant proportion of respondents choosing “none of the above” suggests that winter fun may involve other unlisted options—or perhaps none at all for many.

Gender

Regarding gender differences in winter activity participation, baking cookies or desserts stands out, where 65% of women plan to participate compared to 51% of men. Attending a winter festival shows a slight preference among men (27%) over women (25%), though the difference is minimal. Building snowmen or forts is equally popular among both genders at 23%, while sledding remains similarly low for men (15%) and women (14%).

Interestingly, more men (28%) than women (23%) indicated they don’t plan to participate in any of the listed activities.

Age

Baking cookies or desserts remains a favorite across all age groups, though participation declines with age, from 62% among 18-34-year-olds to just 50% for those 65 and older. Younger adults are also the most likely to attend winter festivals (30-32%) or engage in building snowmen and forts (29-31%). These outdoor activities drop sharply with age, with only 9% of those 65+ building snowmen and just 3% sledding.

Older adults are far more likely to skip winter activities altogether, with 42% of those 65+ selecting “none of the above,” compared to only 13% of 18-24-year-olds.

Income

Similar to what we found with age and gender, baking cookies or desserts is consistently popular across all income levels, with participation increasing slightly from 50% among those earning under $20,000 to 62% for households making $60,000 or more annually. Attending winter festivals also sees higher participation among higher-income groups, peaking at 32% for those earning $60,000-$99,999 compared to just 20% for those under $20,000.

Lower-income groups are the most likely to skip all listed activities, with 33% selecting “none of the above,” compared to 21-25% for other income brackets. While sledding and building snowmen or forts see relatively stable interest across income levels, higher-income households appear slightly more inclined toward festive events and holiday traditions.

Political Affiliation

Baking cookies or desserts is a bipartisan favorite, with participation rates remaining high among Republicans (59%), Democrats (61%), and Independents (58%). Attending winter festivals follows a similar pattern, with Democrats (28%) slightly leading Republicans (26%) and Independents (25%).

Notably, those identifying as “Other” are the most likely to choose “none of the above” at 39%, compared to 25% of Republicans, 23% of Democrats, and 26% of Independents. These numbers suggest that while some activities have universal appeal, political affiliation might influence whether people participate in winter traditions—or sit them out entirely.

Ethnicity

Baking cookies or desserts is the most popular winter activity across all ethnic groups, though participation varies from 62% among Hispanic/Latino respondents to just 42% among those identifying as “Other.” Hispanic/Latino respondents also show the highest interest in attending winter festivals (31%), compared to 25-28% for other groups.

Sledding sees a stark difference, with Caucasian (16%) and Hispanic/Latino (17%) respondents engaging more frequently than African American (9%) and Asian/South Asian (9%) participants.

Region

Across all regions, baking cookies or desserts is the top choice, with participation rates hovering around 58-61%, showing its universal appeal. However, regional differences emerge with outdoor activities. The Midwest leads in building snowmen or forts (29%) and sledding (22%), followed closely by the Northeast (28% and 20%, respectively). In a surprise to no one, the South shows much lower enthusiasm for these snow-based activities, with only 19% building snowmen and just 9% sledding. This is probably because of this region’s limited amount of snow annually.

Panel

The most striking differences in winter activity preferences appear between Panel F and the other groups. Panel F leads in baking cookies or desserts (66%), attending winter festivals (30%), and building snowmen or forts (34%). This panel also shows the highest interest in sledding (22%) and the lowest percentage opting for “none of the above” (17%).

In contrast, Panels A and M report the highest “none of the above” rates at 31%, suggesting a lower overall interest in winter activities. Baking is notably less popular in these panels, with participation at 53% for Panel A and just 48% for Panel M. These differences suggest that Panel F is the most engaged in festive and outdoor winter traditions. In contrast, Panels A and M are likelier to sit out the season’s activities.

Winter means something different to everyone, from the warmth of baking cookies at home to the thrill of outdoor activities like sledding and snowman building. The survey reveals the shared joy in certain traditions and the ways preferences vary across demographics and regions. Whether you’re diving into festive fun or taking it easy this season, these insights highlight the diversity of how we all embrace—or escape—the magic of winter. So, how will you make the most of the season?

Download The Sample Landscape: 2024 Edition to better understand how panels differ from one another and how they impact your data.