After two years of pandemic-driven lockdowns, consumers are eager to get back to holiday entertaining. A recent survey conducted by The NPD Group has found that 52% of consumers are less concerned about COVID-19 this year versus a year ago, up 20 points from 2021, and 55% said that they intend to host or visit family and or friends during the holidays, an eight-point increase from last year.
“After two years of dealing with pandemic concerns, consumers are anxious and excited to entertain and attend parties this holiday season,” noted Joe Dreochowski, home and home improvement industry advisor at NPD, a global market information company that merged with Chicago-based IRI last July. “As a result, they are increasingly looking to socialize, shop and gather with friends and family, which will naturally spur more retail growth opportunities during the holidays.”
In the housewares category, the entertaining-related subcategories that usually experience a sales bump during the holiday season include barware tools and sets; bottle openers; coasters; corkscrews; ice buckets; pie/cake/brownie servers; tea tools; non-electric wine aerators; and wine tool sets. Alcohol-related beverageware shapes, such as wine glasses, highball glasses/tumblers, old-fashioned glasses, goblets, pilsner/pub, and martini glasses, are also in demand for holiday entertaining, and cheese/charcuterie boards, chip-and-dip servers, tiered serveware, and platter trays all unsurprisingly see sales increases ahead of Thanksgiving and Christmas.
“Traditionally, holiday parties are held the two weekends before Christmas,” added Derochowski. “This year, with Christmas falling on a Sunday and Hanukkah beginning on Dec. 18 and ending on Dec. 26, could mean more extended celebrations. Holiday guests may stay further into the next week, which means more opportunities for baking together, entertaining or preparing extra food to have leftovers.”