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1、How America Celebrates Holidays&Traditions:Black Americans2023 Black History Month EditionTotal Market:2000Blacks:500Non-Blacks:1500ThinkNow conducted a nationwide online survey of U.S.adults to understand Black Americans attitudes and behaviors towards celebrations and traditions.Survey MethodField

2、 TimingOnline:ThinkNow Research Omnibus Study 12/1/22-12/13/22MethodologyRegional CoverageNationalScreening Criteria18 to 75+years of ageBase SizeBackground/Methodology2I N D E XCONTENTSCelebration Overview Patriotic HolidaysBlack Civil Rights HolidaysReligious HolidaysThanksgivingHalloween&Dia De L

3、os MuertosNew Years04071317242832.4Celebration overviewCelebration OverviewBase:All RespondentsBlack Americans are more likely than Non-Black Americans to celebrate holidays such as MLK Day,Memorial Day and Labor Day.Holiday celebration rates are similar for the top 5 most celebrated holidays.5Which

4、 of the following holidays/cultural traditions do you typically celebrate each year?82%79%68%67%62%50%45%44%44%83%79%73%70%64%12%35%35%41%ChristmasThanksgivingNew Years EveNew Years4th of JulyMLK DayMemorial DayLabor DayGood Friday(Easter)BlacksNon-BlacksBox indicates significant difference at 95%co

5、nfidence level.Base Sizes:Blacks:500Non-Blacks:150040%39%29%28%24%18%13%10%3%49%7%25%20%25%18%7%7%12%HalloweenJuneteenthVeterans Day Presidents DaySt PatricksDayCinco de MayoMardi GrasIndigenousPeoples DayDia De LosMuertosBlacksNon-BlacksBlack respondents celebrate Juneteenth,Presidents Day,Mardi Gr

6、as,and Indigenous Peoples Day at higher rates than Non-Black respondents.Black Americans are less likely to celebrate Halloween and Dia De Los Muertos.6Which of the following holidays/cultural traditions do you typically celebrate each year?Box indicates significant difference at 95%confidence level

7、.Base Sizes:Blacks:500Non-Blacks:1500Celebration OverviewBase:All Respondents7Patriotic HolidaysVeterans DayBlack Americans are celebrating Memorial Day and Presidents Day more than Non-Black Americans.While not statistically different,Black respondents celebrate Veterans Day at higher rates than No

8、n-Black respondents.8Patriotic CelebrationsBase:All Respondents29%25%BlacksNon-BlacksMemorial Day45%35%BlacksNon-Blacks4thof July62%64%BlacksNon-BlacksWhich of the following holidays/cultural traditions do you typically celebrate each year?Presidents Day28%20%BlacksNon-BlacksArrow indicates signific

9、ant difference at 95%confidence level.Base Sizes:Blacks:500Non-Blacks:1500Black Americans spend more time by themselves on 4thof July than Non-Black Americans but are also more likely to celebrate with extended family.Non-Blacks are celebrating more with their children and partners for Presidents Da

10、y.9With whom do you spend time for these celebrations/traditions?Base:All Respondents Celebrating This Holiday21%29%44%41%59%43%7%4%10%31%61%44%45%44%7%4%Just myselfMy parentsSpouse or partnerMy childrenOther family membersFriendsCoworkersFaith communityBlacksNon-BlacksWith whom do you spend time fo

11、r these celebrations/traditions?4th of JulyBox&arrow indicate significant difference at 95%confidence level.39%24%40%24%21%13%8%3%29%19%59%41%24%20%10%6%Just myselfMy parentsSpouse or partnerMy childrenOther family membersFriendsCoworkersFaith communityBlacksNon-BlacksPresidents Day10The majority of

12、 Black Americans who celebrate 4thof July gather with friends and family.On Presidents Day,a quarter of Black respondents post greetings on social media.There are no significant differences in how Blacks vs.Non-Blacks celebrate.68%33%26%19%22%11%9%7%73%40%29%22%18%10%10%7%Gather withfriends andfamil

13、yPrepare aspecial mealGo to a park/beach/campingPostgreetings onsocial mediaAttend aparadeGo to a bar/restaurantGo shoppingAttend achurchservice/eventNon-BlacksBlacksHow do you typically celebrate?How do you typically celebrate?Base:All Respondents Celebrating This Holiday38%26%19%29%19%12%14%15%37%

14、19%13%25%12%19%16%8%Gather withfriends andfamilyPrepare aspecial mealGo to a park/beach/campingPostgreetings onsocial mediaAttend aparadeGo to a bar/restaurantGo shoppingAttend achurchservice/eventNon-BlacksBlacks4thof JulyPresidents DayBlack Americans celebrate with their spouses at lower rates tha

15、n Non-Black Americans for Veterans Day and Memorial Day.11With whom do you spend time for these celebrations/traditions?Base:All Respondents Celebrating This Holiday28%14%38%26%34%19%9%7%24%18%50%32%29%27%7%4%Just myselfMy parentsSpouse or partnerMy childrenOther family membersFriendsCoworkersFaith

16、communityBlacksNon-BlacksWith whom do you spend time for these celebrations/traditions?Veterans DayArrow indicates significant difference at 95%confidence level.23%23%47%39%43%35%5%5%17%22%58%45%39%31%6%3%Just myselfMy parentsSpouse or partnerMy childrenOther family membersFriendsCoworkersFaith comm

17、unityBlacksNon-BlacksMemorial Day12Gathering with family and friends is the most popular way to celebrate Veterans Day and Memorial Day for Black Americans.There are no significant differences in how Blacks vs.Non-Blacks celebrate.45%28%23%22%13%13%14%4%40%28%24%22%13%12%9%5%Gather withfriends andfa

18、milyPostgreetings onsocial mediaPrepare aspecial mealAttend aparadeGo to a park/beach/campingGo to a bar/restaurantAttend achurchservice/eventGo shoppingNon-BlacksBlacksHow do you typically celebrate?How do you typically celebrate?Base:All Respondents Celebrating This Holiday56%18%30%17%22%10%10%8%5

19、6%20%33%13%20%12%10%8%Gather withfriends andfamilyPostgreetings onsocial mediaPrepare aspecial mealAttend aparadeGo to a park/beach/campingGo to a bar/restaurantAttend achurchservice/eventGo shoppingNon-BlacksBlacksVeterans DayMemorial Day13civil rights Holidays17%10%ACD50%AD19%8%Total MarketWhitesB

20、lacksHispanicsAsiansBlack Civil Rights holidays exhibit more pronounced differences amongst Non-Blacks and Blacks.14Civil Rights HolidaysBase:All RespondentsWhich of the following holidays/cultural traditions do you typically celebrate each year?12%7%ACD39%D10%5%Total MarketWhitesBlacksHispanicsAsia

21、nsMLKJuneteenth(A)(B)(C)(D)(A)(B)(C)(D)Letter indicates significant difference at 95%confidence level.Base Sizes:Total Market:(n=2000)Each race:(n=500)Black Americans spend more time with their family members on Civil Rights holidays.Non-Black Americans are celebrating more with their spouse or part

22、ner.15With whom do you spend time for these celebrations/traditions?Base:All Respondents Celebrating This Holiday30%20%38%29%38%28%5%7%31%22%50%37%25%30%16%9%Just myselfMy parentsSpouse or partnerMy childrenOther family membersFriendsCoworkersFaith communityBlacksNon-Blacks27%22%40%34%48%38%9%10%28%

23、27%43%37%17%28%16%8%Just myselfMy parentsSpouse or partnerMy childrenOther family membersFriendsCoworkersFaith communityBlacksNon-BlacksWith whom do you spend time for these celebrations/traditions?MLK DayJuneteenth Box&arrow indicate significant difference at 95%confidence level.16Black Americans g

24、ather more with family and friends on Juneteenth than on MLK Day.To celebrate MLK Day,they attend a parade more often than on Juneteenth.On MLK Day,Non-Blacks are more likely to prepare a special meal than Blacks,whereas,on Juneteenth,Blacks are more likely to be around their friends and family.39%2

25、0%32%24%30%20%12%12%47%22%21%21%18%8%7%5%Gather withfriends andfamilyAttend aparadePost greetingson socialmediaAttend achurchservice/eventPrepare aspecial mealGo to a park/beach/campingGo shoppingGo to a bar/restaurantNon-BlacksBlacksHow do you typically celebrate?How do you typically celebrate?Base

26、:All Respondents Celebrating This Holiday43%17%36%24%26%19%8%11%59%16%22%11%26%16%6%11%Gather withfriends andfamilyAttend aparadePost greetingson socialmediaAttend achurchservice/eventPrepare aspecial mealGo to a park/beach/campingGo shoppingGo to a bar/restaurantNon-BlacksBlacksMLK DayJuneteenth17R

27、eligious HolidaysMardi GrasBlack Americans are twice as likely as Non-Black Americans to celebrate Mardi Gras.18Religious CelebrationsBase:All Respondents13%7%BlacksNon-BlacksChristmas82%83%BlacksNon-BlacksGood Friday/Easter44%41%BlacksNon-BlacksWhich of the following holidays/cultural traditions do

28、 you typically celebrate each year?Box indicates significant difference at 95%confidence level.Blacks and Non-Blacks celebrate Christmas and Easter at similar rates.Base Sizes:Blacks:500Non-Blacks:1500During Christmas,Black Americans are less likely to spend the holiday with their spouse than Non-Bl

29、ack Americans.1964%56%62%43%36%11%9%9%63%52%49%40%35%14%14%7%Other familymembersMy childrenSpouse orpartnerMy parentsFriendsFaithcommunityJust myselfCoworkersNon-BlacksBlacksWith whom do you typically spend time for these celebrations/traditions?With whom do you spend time for these celebrations?Bas

30、e:All Respondents Celebrating This HolidayChristmasBox indicates significant difference at 95%confidence level.19%23%27%15%35%35%MyselfSpouse/PartnerChildrenBlacksNon-Blacks24%48%49%19%60%57%MyselfSpouse/PartnerChildrenBlacksNon-Blacks46%21%16%24%52%44%MyselfSpouse/PartnerChildrenBlacksNon-BlacksMar

31、di GrasOn religious holidays,while Black Americans make more purchases for just themselves,Non-Black Americans spend their money on their partners and children.20For whom,if anyone,do you make purchases for these celebrations/traditions?Base:All Respondents Celebrating This HolidayChristmasGood Frid

32、ay/EasterFor whom,if anyone,do you make purchases for these celebrations/traditions?Arrow indicates significant difference at 95%confidence level.21Black Americans typically gather with friends and family for Christmas.For both Easter and Christmas,they prepare special meals.Non-Blacks celebrate Chr

33、istmas more often by attending a church service or event.82%65%37%28%17%9%9%6%81%65%27%24%17%11%7%4%Gather withfriends andfamilyPrepare aspecial mealAttend achurchservice/eventPostgreetings onsocial mediaGo shoppingAttend aparadeGo to a bar/restaurantGo to a park/beach/campingNon-BlacksBlacksHow do

34、you typically celebrate?How do you typically celebrate?Base:All Respondents Celebrating This Holiday50%39%62%14%8%5%11%9%47%32%55%19%12%5%5%7%Gather withfriends andfamilyPrepare aspecial mealAttend achurchservice/eventPostgreetings onsocial mediaGo shoppingAttend aparadeGo to a bar/restaurantGo to a

35、 park/beach/campingNon-BlacksBlacksChristmasGood Friday/EasterArrow indicates significant difference at 95%confidence level.2254%37%36%32%38%10%9%32%58%42%39%31%31%14%11%10%Gather withfriends andfamilyAttend aparadePrepare aspecial mealPost greetingson social mediaGo to a bar/restaurantGo shoppingGo

36、 to a park/beach/campingAttend a churchservice/eventNon-BlacksBlacksHow do you typically celebrate?How do you typically celebrate?Base:All Respondents Celebrating This HolidayMardi GrasOver 40%of Black Americans who celebrate Mardi Gras choose to attend a parade.Non-Blacks celebrate Mardi Gras more

37、often by attending a church service or event.23$439.00$167.00$160.00$469.00$298.00$175.00ChristmasMardi GrasGood Friday/EasterBlacksNon-BlacksSpending AveragesBase:All Respondents Celebrating This HolidayBlack Americans spend the most money for Christmas at an average of$439,compared to Non-Black Am

38、ericans,who spend about$469.Non-Blacks spend more money on average for Christmas,Mardi Gras and Easter than Blacks.How much money do you typically spend,if any,when celebrating these holidays/traditions?24ThanksgivingDuring Thanksgiving,Non-Blacks spend more time with their spouse/partner than Black

39、s.Black Americans are more likely to spend the holiday alone than Non-Black Americans.252%31%17%15%27%39%35%35%1%29%19%23%25%29%33%34%OtherNoneFriendsJust myselfMy parentsSpouse orpartnerMy childrenOther familymembersNon-BlacksBlacksFor whom,if anyone,do you make purchases for these celebrations/tra

40、ditions?For whom,if anyone,do you make purchases for these celebrations/traditions?Base:All Respondents Celebrating This HolidayThanksgivingBox indicates significant difference at 95%confidence level.26On Thanksgiving Day,most Black Americans celebrate with family and friends alongside preparing a s

41、pecial meal.There are no significant differences in how Blacks vs Non-Blacks celebrate.81%66%21%12%16%6%6%8%80%67%20%12%12%8%6%5%Gather withfriends andfamilyPrepare aspecial mealPost greetingson social mediaGo shoppingAttend a churchservice/eventGo to a park/beach/campingAttend a paradeGo to a bar/r

42、estaurantNon-BlacksBlacksHow do you typically celebrate?How do you typically celebrate?Base:All Respondents Celebrating This HolidayThanksgivingWhen celebrating Thanksgiving,Black Americans and Non-Black Americans spend about the same amount.Non-Blacks are more likely to spend within the$51-$100 ran

43、ge as compared to Blacks.272%5%18%28%26%12%4%2%4%20%31%18%16%4%$1,000 or more$500-$999$250-$499$101-$249$51-$100Less than$50NoneNon-BlacksBlacksSpending ThanksgivingBase:All Respondents Celebrating This HolidayArrow indicates significant difference at 95%confidence level.How much money do you typica

44、lly spend,if any,when celebrating these holidays/traditions?Average SpendingBlacks:$222Non-Blacks:$22128Halloween&Dia de los muertos52%BCD58%40%47%42%Total MarketWhitesBlacksHispanicsAsiansBlack Americans celebrate Halloween at similar rates as Non-Blacks,excluding Whites,who celebrate at the highes

45、t rate.Hispanics are the most likely to celebrate Dia De Los Muertos.29Celebration RatesBase:All RespondentsWhich of the following holidays/cultural traditions do you typically celebrate each year?7%3%3%ABD31%3%Total MarketWhitesBlacksHispanicsAsiansHalloween(A)(B)(C)(D)(A)(B)(C)(D)Letter indicates

46、significant difference at 95%confidence level.Dia De Los MuertosBase Sizes:Total Market:(n=2000)Each race:(n=500)30On Dia De Los Muertos and Halloween,Black Americans celebrate by gathering with loved ones and preparing a special meal.Over a third choose to go to a bar or restaurant on Dia De Los Mu

47、ertos.There are no significant differences in how Blacks vs Non-Blacks celebrate.63%22%23%14%11%13%9%7%59%21%20%19%12%11%8%7%Gather withfriends andfamilyPrepare aspecial mealPostgreetings onsocial mediaGo to a bar/restaurantGo shoppingAttend aparadeGo to a park/beach/campingAttend achurchservice/eve

48、ntNon-BlacksBlacksHow do you typically celebrate?How do you typically celebrate?Base:All Respondents Celebrating This Holiday59%46%26%15%4%13%8%29%69%62%27%35%0%26%22%12%Gather withfriends andfamilyPrepare aspecial mealPostgreetings onsocial mediaGo to a bar/restaurantGo shoppingAttend aparadeGo to

49、a park/beach/campingAttend achurchservice/eventNon-BlacksBlacksHalloweenDia De Los Muertos31$153.00$106.00$161.00$203.00HalloweenDia De Los MuertosBlacksNon-BlacksSpending AveragesBase:All Respondents Celebrating This HolidayTo celebrate Halloween,Black respondents spend around$153 and Non-Black res

50、pondents spend about$161.Non-Black Americans spend almost twice as much money on average on Dia De Los Muertos as compared to Black Americans.How much money do you typically spend,if any,when celebrating these holidays/traditions?32New YearsOn New Years Eve,Blacks attend church service events at hig

51、her rates than Non-Blacks.3373%47%24%25%15%12%8%7%71%41%32%21%19%13%8%5%Gather withfriends andfamilyPrepare aspecial mealAttend achurchservice/eventPost greetingson socialmediaGo to a bar/restaurantGo shoppingGo to a park/beach/campingAttend aparadeNon-BlacksBlacksHow do you typically celebrate New

52、Years Eve?How do you typically celebrate New Years Eve?Base:All Respondents Celebrating This HolidayBox indicates significant difference at 95%confidence level.Average spending for Black Americans on New Years Eve is about$175.Black respondents most often reported spending between the$51-$100 range.

53、3413%26%30%12%13%3%2%9%18%10%23%24%9%4%NoneLess than$50$51-$100$101-$249$250-$499$500-$999$1,000 or moreBlacksNon-BlacksSpending New Years EveBase:All Respondents Celebrating This HolidayArrow indicates significant difference at 95%confidence level.How much money do you typically spend,if any,when c

54、elebrating these holidays/traditions?Average SpendingBlacks:$175Non-Blacks:$22735Demographics36connectTotalBlacks(A)Non-Blacks(B)GenderMale49%47%49%Female50%52%50%Age18-2412%14%13%25-3418%21%20%35-4416%17%18%45-5416%16%17%55-6417%16%15%65-7413%10%12%75+8%6%6%Race/EthnicityAmerican Indian or Alaska Native3%1%3%Asian8%0%35%ABlack,African American15%100%B3%Pacific Islander1%0%3%White71%3%51%AOther6%0%10%ABase Size:(n=2000)(n=500)(n=1500)DemographicsLetter indicates significant difference at 95%confidence level.For inquires,please email or call 818-843-0220 x118