Which state has the best holiday bakers?

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

RESIDENTS OF KANSAS ARE THE NATION’S MOST PASSIONATE HOLIDAY BAKERS, RACKING UP OVER 18 HOURS OF BAKING TIME DURING THE FESTIVE SEASON. 

THIS IS ACCORDING TO A NEW SURVEY OF 5,000 AMERICANS SPLIT EVENLY ACROSS ALL 50 STATES, WHICH FOUND THAT KANSANS WILL SPEND OVER FOUR HOURS LONGER THAN THE NATIONAL AVERAGE OF 14 HOURS AND 12 MINUTES WHIPPING UP HOLIDAY TREATS. 

TENNESSEE BOASTS THE MOST CONFIDENT BAKERS, GIVING THEMSELVES AN AVERAGE OF SEVEN-POINT-FOUR OUT OF 10, THE HIGHEST SCORE IN THE COUNTRY. 

CONDUCTED BY TALKER RESEARCH ON BEHALF OF PILLSBURY BAKING, THE SURVEY FOUND THAT ON THE OTHER END, THE MOST HUMBLE BAKERS RESIDE IN CALIFORNIA AND WISCONSIN, WITH BOTH STATES SCORING THEIR BAKING PROWESS AT A MODEST FIVE-POINT-NINE.

REGARDLESS OF WHAT STATE YOU LIVE IN, FORTY PERCENT OF AMERICANS SAID THEY ARE GIVING BAKED GOODS AS GIFTS THIS YEAR.

HOLIDAY BAKING AWARDS 2024

• BIGGEST COOKIE DECORATORS — KENTUCKY 
• BIGGEST EGGNOG DRINKERS — VERMONT
• BIGGEST GINGERBREAD HOUSE BUILDERS — UTAH
• MOST LIKELY TO GO TO A BAKE SALE — MINNESOTA 
• ROAST THE MOST CHESTNUTS — MASSACHUSETTS
• MOST LIKELY TO BAKE FOR A SHELTER OR CHARITY — NEW JERSEY
• THINKS THEY CAN TASTE HOLIDAY MAGIC THE MOST — HAWAII AND ILLINOIS
• THINKS COOKIES IN THE SHAPE OF HOLIDAY TREES TASTE BETTER THAN CIRCULAR — CALIFORNIA  
• MOST LIKELY TO TAKE COOKIES TO A NEIGHBOR — UTAH
• SAYS EATING HOLIDAY TREATS MAKES THEM FEEL MORE FESTIVE — IOWA AND MINNESOTA 
• MOST DEDICATED BAKERS — KANSAS
• MOST CONFIDENT BAKERS — TENNESSEE
• MOST HUMBLE BAKERS — CALIFORNIA AND WISCONSIN
• GIFT BAKED GOODS THIS HOLIDAY SEASON — MONTANA
• MOST EXCITED TO RECEIVE BAKED GOODS AS GIFTS — VIRGINIA 
• MOST LIKELY TO PLAY HOLIDAY MUSIC WHILE BAKING — SOUTH CAROLINA
• MOST LIKELY TO DANCE WHILE BAKING — TEXAS
• MOST LIKELY TO SWEAR BY A SECRET INGREDIENT — GEORGIA AND MISSISSIPPI
• MOST LIKELY TO SAY THEY’VE PASSED OFF STORE-BOUGHT TREATS AS HOMEMADE — GEORGIA
• MOST LIKELY TO DESCRIBE THEIR KITCHENS AS CHAOS — WEST VIRGINIA

Survey methodology:

Talker Research surveyed 5,000 Americans (state-by-state); the survey was commissioned by Pillsbury Baking and administered and conducted online by Talker Research between Oct. 24 to Nov. 1, 2024.

We are sourcing from a non-probability frame and the two main sources we use are:

• Traditional online access panels — where respondents opt-in to take part in online market research for an incentive
• Programmatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in

Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan.

Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value.

Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample.

Interviews are excluded from the final analysis if they failed quality-checking measures. This includes:

• Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speeders
• Open ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant text
• Bots: Captcha is enabled on surveys, which allows the research team to identify and disqualify bots
• Duplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once

It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.