By: Lucinda Pierce, Specialist, Research & Insights, FMI
Growing up in a large family spread across the country, holidays are one of the few times a year we all get together. It's a time for us to bond over a great meal, without the distractions of school and work. For my family, December holidays include both Christmas and Kwanzaa, two celebrations both centered on cherishing community. We exchange gifts and stories and dedicate time to practicing gratitude.
This year, the vast majority of Americans plan to celebrate at least one of the December holidays to some degree, and 77% plan to follow most of the associated traditions. My family celebrates Kwanzaa as a time of reflection, unity and joy. Our traditions include setting up the Kinara, or candle holder, with seven candles of red, green and black coordinating to each day, and filling the Unity Cup, or Kikombe cha Umoja. Each night, we light the candles, one by one, and discuss the principle of the day, such as Imani (Faith) or Kujichagulia (Self-Determination), sharing stories and reflections on how these values guide our lives.
Holiday Planning and Early Shopping
Preparing for major holidays often requires advanced planning, especially those involving more than just food and beverages, like costumes or gifts. In fact, 40% of shoppers start preparing for December holidays over a month in advance.
Among the 63% who adjust their shopping habits for the season, many spread out their purchases. Each year in December, we prepare a big pot of gumbo that comes with a lengthy grocery shopping list. Crafted from a recipe passed from generation to generation, and teeming to the brim with four types of meat and a multitude of vegetables, this is truly a soul food to feed the body and the mind.
Timeless Traditions
Each year, celebrating Kwanzaa is a time for my family to connect — both with our heritage and with each other. The rituals we've created around lighting the candles, preparing traditional meals, and exchanging personal meditations have become a meaningful reminder to live each day with purpose, unity and gratitude. In a world where the pace of life can often make us feel disconnected, this holiday brings us back to what truly matters — family, community, and cultural pride. Our Kwanzaa traditions not only strengthen the bond between us but also connect us to the broader reason for the season, reminding us that we are part of a larger, vibrant community.
For more on consumer shopping habits and attitudes during the holiday season, explore FMI's 2024 U.S. Grocery Shopper Trends: Holiday Season.
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