Insights

Nielsen TV: A Look Into Consumers’ Shifting Thanksgiving and Holiday Traditions
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Nielsen TV: A Look Into Consumers’ Shifting Thanksgiving and Holiday Traditions

With Thanksgiving just days ahead and December holiday cheer not far behind, consumers are starting to shift the way they celebrate these moments with friends and family. Though some holiday traditions are here to stay, such as standing in line with your turkey and spending Thanksgiving at home with family, some consumers are trading hallmark traditions with modern alternatives, and Millennials are playing a large role in these shifts.

Jordan Rost, vice president of North American consumer insights at Nielsen, offers a deep dive view into how consumers are making the trade-offs for new holiday experiences, such as digitally led experiences like “click and collect” experiences and meal delivery kits. And let’s not forget about the growing wave of “Friendsgiving” celebrators and many consumers’ desire to incorporate more multicultural flavors into their traditional holiday menus.