Nearly two-thirds (63%) of consumers plan to celebrate New Year’s Eve – and many of them report planning to buy beer, according to market research firm Numerator.
Gathering at home with friends and family is the most popular planned celebration (61%), followed by cooking or baking at home (39%), hosting others at home (24%), ordering food via takeout or delivery (19%) and dining out (17%).
Younger legal-drinking-age (LDA) consumers are more likely to go out for drinks to mark the end of the year, with 19% of Gen Z and millennials planning to visit the on-premise, compared to 13% of all consumers, according to Numerator.
Food (79%) tops the list of planned purchases for revelers, followed by alcoholic beverages (58%), non-alcoholic beverages (33%), party supplies (28%) and decorations (25%).
Beer is the most popular bev-alc purchase among those planning to imbibe, with 59% of consumers intending to buy for their parties, followed closely by champagne (56%) and spirits (55%).
Nearly three-quarters (72%) of respondents plan to shop at brick-and-mortar retailers for their New Year’s Eve needs, with grocery stores (56%) as the most popular destination, followed by big box stores (45%), liquor stores (39%) and dollar stores (21%). Fewer than one-fifth (17%) of respondents plan to patronize online retailers, according to Numerator. The majority of respondents (56%) plan to spend less than $100 for the holiday.
Western consumers over-index in plans to gather with friends and family, with 68% planning to do so, compared to 61% of all respondents. Take-out or delivery food orders are more popular in the Midwest, with 23% of respondents there planning to order compared to 19% of all respondents.
Nearly one-quarter (24%) of Gen Z and millennial respondents plan to decorate their homes for celebrations, compared to 16% of all respondents, according to Numerator.