The week between Christmas and New Year’s Eve is a strange time of year. Things slow down, resolutions can wait, and many of us juggle between relaxing and getting a few things done. DCMN surveyed 2,000 people in Germany to find out what they have planned during this quiet, festive week—and the results give us an interesting look at how we spend this time.
Family First: The Heart of the Holidays and Between Christmas and New Year’s Eve
Unsurprisingly, spending time with family and friends tops the list, with 66% prioritising connection over the holidays. Women (71%) are more likely to prioritise this than men (60%), reflecting their often central role in organizing family get-togethers.
For older groups, the family focus is even stronger: 71% of those aged 46-55 embrace this time for loved ones, compared to just 59% of the 25-29 age group. For younger generations, balancing familial obligations with other interests might explain this drop-off, but the sentiment remains universal—family is the anchor of the season.
Indulging in Food: A Universal Priority
It wouldn’t be the holidays without food playing a starring role. A steady 38% across all demographics plan to treat themselves to great meals, whether at home or dining out. This is the ultimate indulgence—calories don’t count between Christmas and New Year’s, right?
From lavish dinners to sneaky seconds of dessert, food is the one constant that unites all age groups and genders. For marketers, this is the perfect time to lean into messaging that celebrates enjoyment without guilt.
Escapism Takes Over: Movies and Gaming
Downtime often means screen time, with 32% of people catching up on movies. The 46-55 age group leads the way here, proving that streaming marathons are for everyone. Whether it’s holiday classics or the latest blockbuster releases, there’s no better way to spend a lazy evening than curling up in front of the TV.
Gaming, on the other hand, skews younger and more male-dominated. While 29% of men are gaming, only 11% of women are picking up controllers. The 25-29 age group takes the lead here (22%), though older groups like the 46-55 crowd still clock in at 16%. Gaming may have started as a niche hobby, but it’s now a mainstream way to unwind.
Treat Yourself: Shopping and Spa Days
Post-Christmas, the focus shifts from gifting others to a little self-love. A quarter of respondents (25%) plan to shop for themselves, with younger people leading the charge. Among the 25-29 age group, 33% are diving into sales.
For those leaning into relaxation, spa treatments emerge as a popular choice, especially for the 30-35 group (20%). Whether it’s a professional massage or an at-home self-care ritual, treating yourself is a growing trend that brands in wellness and beauty should tap into.
The Planners: Looking Ahead to Next Year
The holidays might mark the end of one year, but for 20%, it’s the perfect time to plan for the next. The 25-29 group (30%) leads the charge in holiday planning, while older groups and women lag slightly behind. This forward-looking mindset offers travel brands and related industries an open window to plant the seeds of 2025 adventures.
Books and Magazines: Old-School Entertainment
Reading still has its place in the holiday mix, with 19% planning to catch up on books and magazines. Women (23%) and the 46-55 age group (22%) lead here, showing that even in a digital world, there’s room for old-school entertainment.
The Gym Crowd: Festive Fitness or Guilt Trips?
Ah, the noble 17% who plan to exercise during the holidays. These are the people who somehow squeeze themselves into gym gear while the rest of us are still negotiating leftover stuffing. Leading the charge are the 25-29-year-olds, with 20% promising to hit the gym or work out at home. By the time you reach the 46-55 age group, that number drops to a paltry 13%—probably because they’ve learned that the sofa is more forgiving than a treadmill.
Men are marginally keener than women (18% vs. 15%), but let’s be real: whether it’s motivation, guilt, or just showing off their new workout gear, this group deserves a nod. They’re sweating it out while the rest of us are wondering if “stretchy pants” count as activewear. Holiday gym visits might not be for everyone, but for this bunch, the season of indulgence is apparently best paired with a side of burpees.
No Plans? No Problem
Finally, 5% of respondents admit they have no particular plans. This group, mostly aged 36 and above, is embracing true downtime—a rarity in our hyper-scheduled world. And then there’s the elusive 1% with “other” plans, keeping the rest of us guessing about what unique traditions they’re creating.
What This Means for Marketers
The post-Christmas period is a goldmine for brands. People are reflective, indulgent, and receptive to messaging that speaks directly to their state of mind.
- Family-focused brands can lean into nostalgia and connection.
- Food and entertainment companies should embrace indulgence unapologetically.
- Travel and wellness industries have the perfect opportunity to appeal to those planning their next big adventure or pampering session.
As consumers drift between their couches and the Boxing Day sales, the brands that meet them with relevant, thoughtful messaging will leave a lasting impression. More about marketing in the holiday season: “Christmas in Numbers”.
Your Turn: What Are Your Plans between Christmas and New Year’s Eve?
Whether you’re binging movies, plotting your 2025 escape, or embracing pure relaxation, this week offers a rare opportunity to reflect, reset, and indulge. What’s on your agenda for this holiday limbo? Happy Holidays!
