Celebrations are positive ways for communities to connect and families to bond. How we celebrate differs by ethnicity, values, traditions, and even geography. In honor of Black History Month, ThinkNow conducted a national study of U.S. adults to understand Black Americans’ attitudes and behaviors toward holiday celebrations and traditions and how they compare to other demographic groups. This report is one in a series of reports examining how Americans celebrate popular holidays throughout the calendar year.

1. How America Celebrates
Holidays & Traditions:
Black Americans
2 0 2 3 B l a c k H i s t o r y M o n t h E d i t i o n

2. › Total Market: 2000
› Blacks: 500
› Non-Blacks: 1500
ThinkNow conducted a nationwide online survey
of U.S. adults to understand Black Americans’
attitudes and behaviors towards celebrations and
traditions.
Survey Method
Field Timing
› Online: ThinkNow Research Omnibus
Study
› 12/1/22 - 12/13/22
Methodology
Regional Coverage
› National
Screening Criteria
› 18 to 75+ years of age
Base Size
Background/Methodology
2

3. I N D E X
CONTENTS
Celebration Overview
Patriotic Holidays
Black Civil Rights Holidays
Religious Holidays
Thanksgiving
Halloween & Dia De Los Muertos
New Year’s
04
07
13
17
24
28
32
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4. 4
Celebration
overview

5. Celebration Overview
Base: All Respondents
Black Americans are more likely than Non-Black Americans to celebrate holidays such as MLK Day,
Memorial Day and Labor Day. Holiday celebration rates are similar for the top 5 most celebrated
holidays.
5
Which of the following holidays/cultural traditions do you typically celebrate each year?
82%
79%
68% 67%
62%
50%
45% 44% 44%
83%
79%
73%
70%
64%
12%
35% 35%
41%
Christmas Thanksgiving New Year's Eve New Year's 4th of July MLK Day Memorial Day Labor Day Good Friday
(Easter)
Blacks Non-Blacks Box indicates significant difference at 95% confidence level.
Base Sizes:
Blacks: 500
Non-Blacks: 1500

6. 40%
39%
29%
28%
24%
18%
13%
10%
3%
49%
7%
25%
20%
25%
18%
7% 7%
12%
Halloween Juneteenth Veterans Day Presidents' Day St Patrick's
Day
Cinco de Mayo Mardi Gras Indigenous
Peoples' Day
Dia De Los
Muertos
Blacks Non-Blacks
Black respondents celebrate Juneteenth, Presidents’ Day, Mardi Gras, and Indigenous Peoples’ Day at
higher rates than Non-Black respondents. Black Americans are less likely to celebrate Halloween and
Dia De Los Muertos.
6
Which of the following holidays/cultural traditions do you typically celebrate each year?
Box indicates significant difference at 95% confidence level.
Base Sizes:
Blacks: 500
Non-Blacks: 1500
Celebration Overview
Base: All Respondents

7. 7
Patriotic
Holidays

8. Veterans Day
Black Americans are celebrating Memorial Day and Presidents’ Day more than Non-Black Americans.
While not statistically different, Black respondents celebrate Veterans Day at higher rates than Non-Black
respondents.
8
Patriotic Celebrations
Base: All Respondents
29%
25%
Blacks
Non-
Blacks
Memorial Day
45%
35%
Blacks
Non-
Blacks
4th of July
62%
64%
Blacks
Non-
Blacks
Which of the following holidays/cultural traditions do you typically celebrate each year?
Presidents’ Day
28%
20%
Blacks
Non-
Blacks
Arrow indicates significant difference at 95% confidence level.
Base Sizes:
Blacks: 500
Non-Blacks: 1500

9. Black Americans spend more time by themselves on 4th of July than Non-Black Americans but are also
more likely to celebrate with extended family. Non-Blacks are celebrating more with their children and
partners for Presidents’ Day.
9
With whom do you spend time for these celebrations/traditions?
Base: All Respondents Celebrating This Holiday
21%
29%
44%
41%
59%
43%
7%
4%
10%
31%
61%
44%
45%
44%
7%
4%
Just myself
My parents
Spouse or partner
My children
Other family members
Friends
Coworkers
Faith community
Blacks
Non-Blacks
With whom do you spend time for these celebrations/traditions?
4th of July
Box & arrow indicate significant difference at 95% confidence level.
39%
24%
40%
24%
21%
13%
8%
3%
29%
19%
59%
41%
24%
20%
10%
6%
Just myself
My parents
Spouse or partner
My children
Other family members
Friends
Coworkers
Faith community
Blacks
Non-Blacks
Presidents’ Day

10. 10
The majority of Black Americans who celebrate 4th of July gather with friends and family. On Presidents’
Day, a quarter of Black respondents post greetings on social media. There are no significant differences in
how Blacks vs. Non-Blacks celebrate.
68%
33%
26%
19%
22%
11%
9%
7%
73%
40%
29%
22%
18%
10%
10%
7%
Gather with
friends and
family
Prepare a
special meal
Go to a park
/ beach /
camping
Post
greetings on
social media
Attend a
parade
Go to a bar /
restaurant
Go shopping
Attend a
church
service/event
Non-Blacks
Blacks
How do you typically celebrate?
How do you typically celebrate?
Base: All Respondents Celebrating This Holiday
38%
26%
19%
29%
19%
12%
14%
15%
37%
19%
13%
25%
12%
19%
16%
8%
Gather with
friends and
family
Prepare a
special meal
Go to a park
/ beach /
camping
Post
greetings on
social media
Attend a
parade
Go to a bar /
restaurant
Go shopping
Attend a
church
service/event
Non-Blacks
Blacks
4th of July Presidents’ Day

11. Black Americans celebrate with their spouses at lower rates than Non-Black Americans for
Veterans Day and Memorial Day.
11
With whom do you spend time for these celebrations/traditions?
Base: All Respondents Celebrating This Holiday
28%
14%
38%
26%
34%
19%
9%
7%
24%
18%
50%
32%
29%
27%
7%
4%
Just myself
My parents
Spouse or partner
My children
Other family members
Friends
Coworkers
Faith community
Blacks
Non-Blacks
With whom do you spend time for these celebrations/traditions?
Veterans Day
Arrow indicates significant difference at 95% confidence level.
23%
23%
47%
39%
43%
35%
5%
5%
17%
22%
58%
45%
39%
31%
6%
3%
Just myself
My parents
Spouse or partner
My children
Other family members
Friends
Coworkers
Faith community
Blacks
Non-Blacks
Memorial Day

12. 12
Gathering with family and friends is the most popular way to celebrate Veterans Day and Memorial Day
for Black Americans. There are no significant differences in how Blacks vs. Non-Blacks celebrate.
45%
28%
23%
22%
13%
13%
14%
4%
40%
28%
24%
22%
13%
12%
9%
5%
Gather with
friends and
family
Post
greetings on
social media
Prepare a
special meal
Attend a
parade
Go to a park /
beach /
camping
Go to a bar /
restaurant
Attend a
church
service/event
Go shopping
Non-Blacks
Blacks
How do you typically celebrate?
How do you typically celebrate?
Base: All Respondents Celebrating This Holiday
56%
18%
30%
17%
22%
10%
10%
8%
56%
20%
33%
13%
20%
12%
10%
8%
Gather with
friends and
family
Post
greetings on
social media
Prepare a
special meal
Attend a
parade
Go to a park /
beach /
camping
Go to a bar /
restaurant
Attend a
church
service/event
Go shopping
Non-Blacks
Blacks
Veterans Day Memorial Day

13. 13
civil rights
Holidays

14. 17%
10%
ACD
50%
AD
19%
8%
Total Market Whites Blacks Hispanics Asians
Black Civil Rights holidays exhibit more pronounced differences amongst Non-Blacks and Blacks.
14
Civil Rights Holidays
Base: All Respondents
Which of the following holidays/cultural traditions do you typically celebrate each year?
12% 7%
ACD
39%
D
10% 5%
Total Market Whites Blacks Hispanics Asians
MLK
Juneteenth
(A) (B) (C) (D)
(A) (B) (C) (D)
Letter indicates significant difference at 95% confidence level.
Base Sizes:
Total Market:
(n=2000)
Each race: (n=500)

15. Black Americans spend more time with their family members on Civil Rights holidays. Non-Black
Americans are celebrating more with their spouse or partner.
15
With whom do you spend time for these celebrations/traditions?
Base: All Respondents Celebrating This Holiday
30%
20%
38%
29%
38%
28%
5%
7%
31%
22%
50%
37%
25%
30%
16%
9%
Just myself
My parents
Spouse or partner
My children
Other family members
Friends
Coworkers
Faith community
Blacks
Non-Blacks
27%
22%
40%
34%
48%
38%
9%
10%
28%
27%
43%
37%
17%
28%
16%
8%
Just myself
My parents
Spouse or partner
My children
Other family members
Friends
Coworkers
Faith community
Blacks
Non-Blacks
With whom do you spend time for these celebrations/traditions?
MLK Day Juneteenth
Box & arrow indicate significant difference at 95% confidence level.

16. 16
Black Americans gather more with family and friends on Juneteenth than on MLK Day. To celebrate MLK Day,
they attend a parade more often than on Juneteenth. On MLK Day, Non-Blacks are more likely to prepare a
special meal than Blacks, whereas, on Juneteenth, Blacks are more likely to be around their friends and family.
39%
20%
32%
24%
30%
20%
12%
12%
47%
22%
21%
21%
18%
8%
7%
5%
Gather with
friends and
family
Attend a
parade
Post greetings
on social
media
Attend a
church
service/event
Prepare a
special meal
Go to a park /
beach /
camping
Go shopping
Go to a bar /
restaurant
Non-Blacks
Blacks
How do you typically celebrate?
How do you typically celebrate?
Base: All Respondents Celebrating This Holiday
43%
17%
36%
24%
26%
19%
8%
11%
59%
16%
22%
11%
26%
16%
6%
11%
Gather with
friends and
family
Attend a
parade
Post greetings
on social
media
Attend a
church
service/event
Prepare a
special meal
Go to a park /
beach /
camping
Go shopping
Go to a bar /
restaurant
Non-Blacks
Blacks
MLK Day Juneteenth

17. 17
Religious
Holidays

18. Mardi Gras
Black Americans are twice as likely as Non-Black Americans to celebrate Mardi Gras.
18
Religious Celebrations
Base: All Respondents
13%
7%
Blacks
Non-Blacks
Christmas
82%
83%
Blacks
Non-Blacks
Good Friday / Easter
44%
41%
Blacks
Non-Blacks
Which of the following holidays/cultural traditions do you typically celebrate each year?
Box indicates significant difference at 95% confidence level.
Blacks and Non-
Blacks celebrate
Christmas and Easter
at similar rates.
Base Sizes:
Blacks: 500
Non-Blacks: 1500

19. During Christmas, Black Americans are less likely to spend the holiday with their spouse
than Non-Black Americans.
19
64%
56%
62%
43%
36%
11%
9%
9%
63%
52%
49%
40%
35%
14%
14%
7%
Other family
members
My children
Spouse or
partner
My parents
Friends
Faith
community
Just myself
Coworkers
Non-Blacks
Blacks
With whom do you typically spend time for these celebrations/traditions?
With whom do you spend time for these celebrations?
Base: All Respondents Celebrating This Holiday
Christmas
Box indicates significant difference at 95% confidence level.

20. 19%
23%
27%
15%
35%
35%
Myself
Spouse/Partner
Children
Blacks Non-Blacks
24%
48%
49%
19%
60%
57%
Myself
Spouse/Partner
Children
Blacks Non-Blacks
46%
21%
16%
24%
52%
44%
Myself
Spouse/Partner
Children
Blacks Non-Blacks
Mardi Gras
On religious holidays, while Black Americans make more purchases for just themselves,
Non-Black Americans spend their money on their partners and children.
20
For whom, if anyone, do you make purchases for these
celebrations/traditions?
Base: All Respondents Celebrating This Holiday
Christmas Good Friday / Easter
For whom, if anyone, do you make purchases for these celebrations/traditions?
Arrow indicates significant difference at 95% confidence level.

21. 21
Black Americans typically gather with friends and family for Christmas. For both Easter and Christmas,
they prepare special meals. Non-Blacks celebrate Christmas more often by attending a church service or
event.
82%
65%
37%
28%
17%
9%
9%
6%
81%
65%
27%
24%
17%
11%
7%
4%
Gather with
friends and
family
Prepare a
special meal
Attend a
church
service/event
Post
greetings on
social media
Go shopping
Attend a
parade
Go to a bar /
restaurant
Go to a park
/ beach /
camping
Non-Blacks
Blacks
How do you typically celebrate?
How do you typically celebrate?
Base: All Respondents Celebrating This Holiday
50%
39%
62%
14%
8%
5%
11%
9%
47%
32%
55%
19%
12%
5%
5%
7%
Gather with
friends and
family
Prepare a
special meal
Attend a
church
service/event
Post
greetings on
social media
Go shopping
Attend a
parade
Go to a bar /
restaurant
Go to a park
/ beach /
camping
Non-Blacks
Blacks
Christmas Good Friday / Easter
Arrow indicates significant difference at 95% confidence level.

22. 22
54%
37%
36%
32%
38%
10%
9%
32%
58%
42%
39%
31%
31%
14%
11%
10%
Gather with
friends and
family
Attend a
parade
Prepare a
special meal
Post greetings
on social media
Go to a bar /
restaurant
Go shopping
Go to a park /
beach /
camping
Attend a church
service/event
Non-Blacks
Blacks
How do you typically celebrate?
How do you typically celebrate?
Base: All Respondents Celebrating This Holiday
Mardi Gras
Over 40% of Black Americans who celebrate Mardi Gras choose to attend a parade. Non-Blacks celebrate
Mardi Gras more often by attending a church service or event.

23. 23
$439.00
$167.00 $160.00
$469.00
$298.00
$175.00
Christmas Mardi Gras Good Friday / Easter
Blacks
Non-Blacks
Spending Averages
Base: All Respondents Celebrating This Holiday
Black Americans spend the most money for Christmas at an average of $439, compared to Non-Black
Americans, who spend about $469. Non-Blacks spend more money on average for Christmas, Mardi Gras
and Easter than Blacks.
How much money do you typically spend, if any, when celebrating these holidays/traditions?

24. 24
Thanksgiving

25. During Thanksgiving, Non-Blacks spend more time with their spouse/partner than Blacks. Black Americans
are more likely to spend the holiday alone than Non-Black Americans.
25
2%
31%
17%
15%
27%
39%
35%
35%
1%
29%
19%
23%
25%
29%
33%
34%
Other
None
Friends
Just myself
My parents
Spouse or
partner
My children
Other family
members
Non-Blacks
Blacks
For whom, if anyone, do you make purchases for these celebrations/traditions?
For whom, if anyone, do you make purchases for these celebrations/traditions?
Base: All Respondents Celebrating This Holiday
Thanksgiving
Box indicates significant difference at 95% confidence level.

26. 26
On Thanksgiving Day, most Black Americans celebrate with family and friends alongside preparing a
special meal. There are no significant differences in how Blacks vs Non-Blacks celebrate.
81%
66%
21%
12%
16%
6%
6%
8%
80%
67%
20%
12%
12%
8%
6%
5%
Gather with
friends and
family
Prepare a
special meal
Post greetings
on social media
Go shopping
Attend a church
service/event
Go to a park /
beach /
camping
Attend a parade
Go to a bar /
restaurant
Non-Blacks
Blacks
How do you typically celebrate?
How do you typically celebrate?
Base: All Respondents Celebrating This Holiday
Thanksgiving

27. When celebrating Thanksgiving, Black Americans and Non-Black Americans spend about the same
amount. Non-Blacks are more likely to spend within the $51-$100 range as compared to Blacks.
27
2%
5%
18%
28%
26%
12%
4%
2%
4%
20%
31%
18%
16%
4%
$1,000 or more
$500-$999
$250-$499
$101-$249
$51-$100
Less than $50
None
Non-Blacks
Blacks
Spending – Thanksgiving
Base: All Respondents Celebrating This Holiday
Arrow indicates significant difference at 95% confidence level.
How much money do you typically spend, if any, when celebrating these holidays/traditions?
Average Spending
Blacks: $222
Non-Blacks: $221

28. 28
Halloween &
Dia de los
muertos

29. 52%
BCD
58%
40%
47% 42%
Total Market Whites Blacks Hispanics Asians
Black Americans celebrate Halloween at similar rates as Non-Blacks, excluding Whites, who
celebrate at the highest rate. Hispanics are the most likely to celebrate Dia De Los Muertos.
29
Celebration Rates
Base: All Respondents
Which of the following holidays/cultural traditions do you typically celebrate each year?
7% 3% 3%
ABD
31%
3%
Total Market Whites Blacks Hispanics Asians
Halloween
(A) (B) (C) (D)
(A) (B) (C) (D)
Letter indicates significant difference at 95% confidence level.
Dia De Los Muertos
Base Sizes:
Total Market:
(n=2000)
Each race: (n=500)

30. 30
On Dia De Los Muertos and Halloween, Black Americans celebrate by gathering with loved ones and
preparing a special meal. Over a third choose to go to a bar or restaurant on Dia De Los Muertos. There
are no significant differences in how Blacks vs Non-Blacks celebrate.
63%
22%
23%
14%
11%
13%
9%
7%
59%
21%
20%
19%
12%
11%
8%
7%
Gather with
friends and
family
Prepare a
special meal
Post
greetings on
social media
Go to a bar /
restaurant
Go shopping
Attend a
parade
Go to a park
/ beach /
camping
Attend a
church
service/event
Non-Blacks
Blacks
How do you typically celebrate?
How do you typically celebrate?
Base: All Respondents Celebrating This Holiday
59%
46%
26%
15%
4%
13%
8%
29%
69%
62%
27%
35%
0%
26%
22%
12%
Gather with
friends and
family
Prepare a
special meal
Post
greetings on
social media
Go to a bar /
restaurant
Go shopping
Attend a
parade
Go to a park
/ beach /
camping
Attend a
church
service/event
Non-Blacks
Blacks
Halloween Dia De Los Muertos

31. 31
$153.00
$106.00
$161.00
$203.00
Halloween Dia De Los Muertos
Blacks
Non-Blacks
Spending Averages
Base: All Respondents Celebrating This Holiday
To celebrate Halloween, Black respondents spend around $153 and Non-Black respondents spend
about $161. Non-Black Americans spend almost twice as much money on average on Dia De Los
Muertos as compared to Black Americans.
How much money do you typically spend, if any, when celebrating these holidays/traditions?

32. 32
New Year’s

33. On New Year’s Eve, Blacks attend church service events at higher rates than Non-Blacks.
33
73%
47%
24%
25%
15%
12%
8%
7%
71%
41%
32%
21%
19%
13%
8%
5%
Gather with
friends and
family
Prepare a
special meal
Attend a
church
service/event
Post greetings
on social
media
Go to a bar /
restaurant
Go shopping
Go to a park /
beach /
camping
Attend a
parade
Non-Blacks
Blacks
How do you typically celebrate New Year's Eve?
How do you typically celebrate New Year's Eve?
Base: All Respondents Celebrating This Holiday
Box indicates significant difference at 95% confidence level.

34. Average spending for Black Americans on New Year’s Eve is about $175. Black respondents most often
reported spending between the $51-$100 range.
34
13%
26%
30%
12% 13%
3% 2%
9%
18%
10%
23% 24%
9%
4%
None Less than $50 $51-$100 $101-$249 $250-$499 $500-$999 $1,000 or more
Blacks
Non-Blacks
Spending – New Year’s Eve
Base: All Respondents Celebrating This Holiday
Arrow indicates significant difference at 95% confidence level.
How much money do you typically spend, if any, when celebrating these holidays/traditions?
Average Spending
Blacks: $175
Non-Blacks: $227

35. 35
Demographics

36. 36
connect
Total Blacks (A) Non-Blacks (B)
Gender
Male 49% 47% 49%
Female 50% 52% 50%
Age
18 - 24 12% 14% 13%
25 - 34 18% 21% 20%
35 - 44 16% 17% 18%
45 - 54 16% 16% 17%
55 - 64 17% 16% 15%
65 - 74 13% 10% 12%
75 + 8% 6% 6%
Race/Ethnicity
American Indian or Alaska Native 3% 1% 3%
Asian 8% 0% 35%A
Black, African American 15% 100%B 3%
Pacific Islander 1% 0% 3%
White 71% 3% 51%A
Other 6% 0% 10%A
Base Size: (n=2000) (n=500) (n=1500)
Demographics
Letter indicates significant difference at 95% confidence level.
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