A fresh NuVoodoo Quick-Turn Study fielded just a few days before Halloween gives indicators of what should be an early season for Christmas music.
This new study includes 1,855 Adults 18-64 nationwide and shows strong anticipation of the upcoming vaccinated holidays. Overall, a 44% plurality says they’re looking forward to the holidays more this year than last year. Anticipation is even stronger among 25-54’s and 35-64’s.
What’s surprising is that 20% say they’re looking forward to the holidays less in 2021 than last year. Sadly, those opinions are often fueled by economic troubles, family changes and personal woes.
Comparing this new holiday Quick-Turn Study with the one we conducted in 2020, NuVoodoo sees a significant increase in positive feelings concerning Christmas music. With many vaccinated (and even boosted) against coronavirus, shots coming online for children, and numbers improving in many parts of the country, there are good reasons to be joyful this season. Even the number of Christmas-music Scrooges – those who don’t care for Christmas music – has dropped significantly from last year.
Now respondents were asked to make the tricky judgment of when they’d use an all-Christmas-music station. While we know people are terrible at predicting their own behavior, we can use their responses as a guide. And we see the number who say they would listen to an all-Christmas station in the next week or so jump sharply from 24% last year to 37% this year. That’s a strong increase on top of pent-up anticipation of being able to gather more safely with friends and family for the holidays.
Get the skinny on these data broken down by music format P1’s in a three-minute video here.
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