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.
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.