OKLAHOMA CITY – Most Americans are staying home for Christmas this year, but many still plan to travel, according to a recent survey by the Canadian market and social research firm Advanis.
Fifty-one percent of Americans have decided to celebrate with only their immediate family over Christmas, according to the survey. Rural residents are less likely to confine their celebrations, with only 40% celebrating the holiday with their immediate family. An additional 30% of rural residents will celebrate with fewer people.
Other precautions include wearing masks (35%) and forgoing physical greetings (32%). Travel has been reduced. While half of Americans typically travel for Christmas, only 34% plan to do so in 2020. Those living in the Northeast are most likely (41%) to plan travel this Christmas season. “In the U.S., a significant number of people, particularly those in the Northeast, and members of Gen Z, are still planning same-day or overnight travel over the Christmas holiday period,” said Lori Reiser, principal consultant at Advanis, who conducted the survey of Americans.
CLEAR MESSAGING
In most regions, two-thirds of Americans have heard messages about safer Christmas gatherings, according to the survey. Messaging has the highest penetration in the Northeast (66%) and lowest in the Midwest (52%). Half of the survey’s participants said there are mandatory bans on holiday gatherings in their area (highest in the West at 60% and lowest in the South at 38%).
SURVEY METHODS
Advanis conducted an online survey of 1,030 American adults and 1,121 Canadian adults between Dec. 9 and 13. U.S. data was collected using quotas that aligned with U.S. Bureau of Statistics populations by age and gender. American participants were recruited using a non-probability online panel. National results of a similarly sized probability sample would be accurate to within plus or minus 3.0%, 19 times out of 20.