New Traditions? How Gen Z, millennials celebrate the holidays

This story version has been formatted as an on-air script for broadcast outlets. See the original research story here.

IT’S OFFICIAL: DECORATING YOUR HOME FOR THE HOLIDAYS TRANSCENDS ALL GENERATIONS! 

THREE IN FIVE MILLENNIALS AND 41% OF GEN Z SAID IT’S “IMPORTANT” THEY HAVE THE BEST HOLIDAY DECOR IN THEIR NEIGHBORHOOD, ACCORDING TO A NEW SURVEY.

A POLL OF 2,000 GEN Z AND MILLENNIALS FOUND WHEN IT COMES TO HOLIDAY DECOR, A THIRD (32%) PREFER THE CLASSIC, TRADITIONAL DECOR — LOTS OF REDS AND GREENS OR BLUES AND SILVER. 

TWENTY PERCENT PREFER TO KEEP EVERYTHING WINTERY AND WHITE, WHILE 14% LIKE TO EMBRACE TRENDY, ARTISTIC DECOR FOR THE HOLIDAYS.

CONDUCTED BY ONEPOLL ON BEHALF OF MICHAELS, 46% FROM BOTH GENERATIONS LIKE THEIR GIFTS TO FOLLOW A SPECIFIC THEME AND 52% ARE WILLING TO SPEND AT LEAST $100 ON WRAPPING MATERIALS.

BOTH MILLENNIALS AND GEN ZERS STILL LOVE CLASSIC TRADITIONS LIKE WATCHING THEIR FAVORITE HOLIDAY MOVIES (59%), COOKING (56%) AND BAKING (53%).

TOP 5 HOLIDAY DECOR STYLES

• Classic, traditional decor (reds and greens or blues and silver) - 32%
• Wintery and white (whites and silvers, shiny and metallic pieces) - 20%
• Trendy/artistic (unexpected twists on classic holiday décor) - 14%
• Modern/monochromatic (everything is decorated to fit a certain color palette) - 14%
• Rustic (natural wood, earthy tones, plaids) - 9%

Survey methodology:

This random double-opt-in survey of 2,000 American Gen Z and millennial adults who celebrate a winter holiday was commissioned by Michaels between October 31 and November 3, 2023. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).