Survey shows what drives the nation’s coziness craze

Winter of "hygge" is here: Two in three Americans said they want to "hibernate the entire winter like a bear.”

The poll of 2,000 U.S. adults found 86% love the idea of getting as cozy as possible during the winter months, embracing what the Danes call "hygge" — the literal practice of getting cozy.

Definitions aside, 71% of people believe they could make their home feel cozier than it currently does, rating their home's cozy factor at 6.5 out of 10.

Commissioned by Naturepedic and conducted by Talker Research, the study revealed the average person will spend more than half of the winter season dedicated to getting cozy (56 days out of 90).

And many shared what they believe getting cozy really means: curling up on the couch (48%), layers of blankets (46%), enjoying the quiet (42%), sleeping in (41%), and making fresh coffee, tea, or hot chocolate (40%).

Others believe coziness includes not leaving the home (37%), cold or rainy weather outside (37%), lighting candles (35%), putting on relaxing music (34%) and spending time with family (33%).

A third believes it means getting caught up on TV shows or YouTube videos, many of whom shared their favorite "cozy" shows: 90-Day Fiancé, Blue Bloods, Chicago Fire, Dateline, Family Guy, Friends, Gilmore Girls, Grey's Anatomy, any Hallmark movie and the ultimate classic: Law & Order.

Nearly three in four (72%) said they would even cancel social plans if they were feeling too comfortable to leave the house.

“Winter is when families crave warmth and connection most,” said Arin Schultz, Chief Growth Officer at Naturepedic and father of four. “Whether that’s reading to your kids inside a blanket fort or sipping your morning coffee in bed, these small comfort rituals we have can help us feel better and sleep better when colder weather and shorter days leave us feeling fatigued.”

The study also found when people feel at their absolute coziest and the role being cozy plays in getting good quality sleep.

Two-thirds (63%) said the weekends are the best days to get cozy and comfy, and peak coziness can be achieved at 3 p.m.

Once they get cozy, it takes just 48 minutes for the average person to feel relaxed. And 76% tend to get better quality sleep if they feel cozy beforehand.

Likewise, a majority said they tend to stay asleep for longer (75%) and wake up feeling more refreshed (72%) if they go to bed feeling cozy.

Sixty-eight percent believe that a good night of sleep allows them to brave cold winter days.

“Getting good quality sleep is important year-round, but can be a lot harder to do in the winter months,” Schultz continued. “Creating a cozy bedroom helps your body relax and sync with its natural rhythms that tell you it’s time to rest.”

WHAT GETS PEOPLE FEELING COZY?

• Curling up on the couch - 48%
• Layers of blankets - 46%
• Enjoying the quiet - 42%
• Sleeping in - 41%
• Making fresh tea/coffee/hot chocolate - 40%
• Not leaving the home - 37%
• Cold/rainy/snowy weather outside - 37%
• Lighting candles - 35%
• Putting on relaxing music - 34%
• Spending time with family - 33%
• Putting on thick socks - 33%
• Getting caught up on TV shows or YouTube videos - 33%
• Lighting up the fireplace - 32%
• Soft lighting - 31%
• Changing into flannel PJs - 31%
• My pets sleeping next to me - 26%
• Reading a book - 26%
• Changing into a thick robe - 23%
• Going to bed early - 21%
• Turning on a virtual fireplace - 19%
• Scrolling social media - 18%
• Playing video games - 16%

Research methodology:

Talker Research surveyed 2,000 general population Americans who have access to the internet; the survey was commissioned by Naturepedic and administered and conducted online by Talker Research between Oct. 31 and Nov. 6, 2025. A link to the questionnaire can be found here.

To view the complete methodology as part of AAPOR’s Transparency Initiative, please visit the Talker Research Process and Methodology page.