STUDY: CRISES INCREASES DESIRE FOR TRADITIONAL CHRISTMAS CELEBRATIONS
SPENDING TIME TOGETHER AT CHRISTMAS IS EVEN MORE IMPORTANT THAN USUAL FOR MANY
- Nearly half would like to spend more time with family and friends at Christmas in 2022.
- This wish is particularly strong among 16- to 25-year-olds.
- Despite the war in Ukraine and other crisis, most of them do not want to hold back on Christmas decorations, for example.
- More than half of those who cut back must take care of their budget and one in six is not in the mood to celebrate in 2022 because of war and crises.
Erfurt, 15 December 2022. Christmas is important to more than three quarters of those surveyed (76.8 per cent) and for 89.2 per cent it means spending time with family and friends. The current crises such as Corona, inflation, the energy crises, or the war in Ukraine do not change the Christmas mood for many people. This is the result of the current short study by IU International University of Applied Sciences, ”Christmas Barometer: How will people celebrate in 2022 despite crises?".
For 31.2 per cent of those surveyed, Christmas is playing an even bigger role than usual this year, and 46.7 per cent of those surveyed would like to spend more time with their loved ones at Christmas this year.
The latter is especially true for Generation Z: among those surveyed in the 16 to 25 age group, more than half (55.2 per cent) want to celebrate Christmas with family and friends even more. The situation is similar among Generation Y: Among 26- to 40-year-olds, 52.0 per cent want to do this more. By comparison, only 40.9 and 41.9 percent of people between 41 and 55 (Generation X) and 56 and 65 (Baby Boomers) would like to do this.
"For many respondents, Christmas has become even more important this year due to the crises. This can be explained by the reactance effect - a 'now more than ever' reaction: People were deprived of many freedoms during the corona pandemic and currently due to high inflation. They want to take back these freedoms. This is expressed in our survey by the fact that many do not want to have their Christmas taken away from them and celebrate the festivities even more intensively in some cases," says Professor Dr. Julia Pitters, head of the Business Psychology programme at IU International University of Applied Sciences.
In some areas, the celebrations will be as usual, in others they will be limited
The unbroken or even increased festive mood is partly noticeable in areas related to Christmas: For example, 73.2 per cent of those surveyed decorate their homes for Christmas as usual, and 72.3 per cent continue to take part in Christmas events with family and friends.
Partial restraint is noticeable in the crisis year 2022 when it comes to Christmas lighting: More than a third (36.1 per cent) of those surveyed illuminate their home, garden, or balcony less than usual at Christmas. 26.0 per cent visit Christmas markets less than usual and 26.5 buy fewer Christmas presents.
Sustainability also plays a role for some people: almost one in five (18.8 per cent) will use homemade Christmas gifts more than usual this year.
One in six does not feel like celebrating in 2022
When it comes to cutting back, the question about the reasons for this is regarding finances for significantly more than half. 58.4 per cent must be mindful of their spending at Christmas. Slightly more than a third (34.4 per cent) also want to put money aside.
Less consumption and more sustainability are cited by one third (35.5 per cent) and one quarter (25.5 per cent) respectively, as reasons for cutting back.
One in six (16.9 per cent) of respondents do not feel like celebrating because of the current crises and war.
About the short study
For the short study "Christmas Barometer: How will people celebrate in 2022 despite crises?" by IU, a total of 1,204 respondents between the ages of 16 and 65 were surveyed in the period from 11 to 14 November 2022, representative of age and gender.
The factsheet on the short study is available here.
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