The holiday season is in full swing with gifts and parties galore. Branded’s research has found that 1 in 2 consumers set a pre-planning budget for holiday spending on gifts, food, and entertainment. Analysis of holiday spending is typically focused on gifts, but holiday gatherings also mean big spending for consumers. The average consumer spends $172 to entertain at home during the holiday season, including food and liquor.  

At Branded, we were curious if our users are planning to host a gathering during the holiday season. We polled our users to find out on November 23, 2018 and 14,363, users responded.

Overall our poll found that about 1 in 4 users are planning to host a gathering and an additional 24 percent say they might host a party. About half of consumers do not plan to host a gathering or party at their home during the holiday season.

Our research found that younger consumers are slightly more likely than their older counterparts to say they plan to host a holiday gathering this season. Approximately 27 percent of Millennials (age 22-38) and 26 percent of Gen X (age 39-50) are planning a party, compared to 24 percent of Baby Boomers (age 51-69) and 23 percent of the Silent Generation (age 70+).

The poll also found that men are more likely than women to say they are hosting a gathering this holiday season. Roughly 29 percent of men told us they are hosting a gathering compared to 23 percent of women. This distinction is even more pronounced among the Millennial generation. About 33 percent of Millennial men are planning a holiday party compared to 24 percent of Millennial women.

Hosting holiday gatherings is also popular among Hispanic users. Our poll found that Hispanic users are more likely than those of other racial and ethnic backgrounds to say they are planning a holiday gathering. Approximately 29 percent of Hispanics are planning a holiday party compared to 24 percent of Asian users, 23 percent of Caucasian users and 21 percent of African American users.