Holiday Drinking Statistics Across Generations

The holiday season is a time for Americans to rest, relax, and raise a celebratory glass of their favorite alcoholic beverage! Our survey of 1,000 people highlights the prominence of festive spirits across different generations, genders, and income levels in the U.S. and provides some intriguing—and at times surprising—insights into holiday drinking.

Key Findings

55% of Americans drink more alcohol than usual on holidays, with that figure climbing to 65% for Gen Z.
1 in 5 Americans admit to illegally drinking and driving during the holiday season, with men being 85% more likely to engage in this behavior.
More than half of Americans regret their holiday drinking, with 28% feeling remorse at least occasionally.
80% of Gen Zers enjoy party games during the holidays, while only 23% of baby boomers participate.
54% of Americans rank New Year’s Eve as their favorite drinking holiday, making it the top occasion for celebratory drinks.

Do People Really Drink More on Holidays?

While 36% of Americans stick to their usual drinking habits and 9% even cut back, the majority—55%—admit to drinking more during the holidays. For many, holiday gatherings, seasonal parties, and family celebrations create an environment that encourages a bit of extra indulgence.

Men, in particular, are twice as likely as women to consume six or more drinks at a time, with 34% of men enjoying three to four drinks daily during holiday festivities.

Generational differences are also clear: Baby boomers are more likely to keep their intake in check, with 53% limiting themselves to one or two drinks, while only 29% of Gen Z report doing the same.

How Do People Feel About Holiday Drinking?

Holiday drinking brings mixed feelings, with 90% of Americans feeling comfortable with their holiday drinking behavior, though 1 in 8 would consider cutting back in the future.

In the meantime, while 17% of Americans have witnessed troubling alcohol-related incidents, 1 in 10 Americans report meeting their significant other over holiday drinks, adding both complexity and joy to holiday celebrations.

Generational Perspectives

While baby boomers and Gen Z are more concerned about the risks of holiday drinking, with 53% believing it can lead to unhealthy behaviors, millennials are actually the most likely to witness these patterns firsthand, with 23% reporting alcohol-related incidents compared to just 8% of baby boomers.

Socioeconomic Factors

Socioeconomic level also plays a role, with 16% of individuals earning under $49,000 saying alcohol has negatively impacted their relationships.

Gender Differences

Additionally, men are 2.4 times more likely than women to end up in alcohol-fueled arguments or conflicts, highlighting a notable gender divide in holiday drinking experiences.

“Have you experienced emotional distress such as physical fights or heated arguments related to holiday drinking after the holiday was over?”

Who Spends the Most on Alcohol During the Holidays?

Despite the costs of holiday celebrations, many Americans are pacing themselves when it comes to spending money on alcohol. In fact, 42% of adults spend less than $50 on their favorite drinks.

Only a mere 1% splurges between $300 and $400 on alcohol. Interestingly, those in high-income households, earning $100,000 or more, are a staggering three times more likely to spend over $200 than households bringing in less than $49,000.

Men are 40% more likely to spend over $200 on holiday spirits than their female counterparts.

Millennials are leading the charge in spending, with 12% admitting to going all out and surpassing the $200 threshold.

What Are the Most Popular Holiday Drinks?

When it comes to holiday libations, spirits take the crown, making up a hearty 38% of all festive drinks. As the winter chill sets in, many seek warmth in beloved choices like whisky, rum, brandy, and cognac.

Following closely behind is wine, with 27% enjoying a glass of red, white, or rosé. Beer takes third place overall as the preference of 22% of Americans.

Interestingly, just 2% of revelers designate mocktails as their drink of choice. This hints at a need for deeper investigation, especially since mocktails present safer alternatives for those needing to drive home after festive cheer.

Luckily, the popularity of mocktails has been on the rise, with many bars now offering popular non-alcoholic takes on winter classics like mulled wine and eggnog.

Younger drinkers lead the pack when it comes to festive-themed drinks. 47% of Gen Z indulges in holiday-inspired beverages—a stark contrast to only 20% of baby boomers who do the same.

Additionally, nearly 60% of Americans participate in holiday-themed drinking games. However, like festive drinks, these games are favored by younger Americans: a striking 80% of Gen Z partake compared to only 23% of their baby boomer counterparts.

Here’s a breakdown of what inspires Americans’ drink selections:

Among high-income households earning $100,000 or more, a whopping 37% prefer the elegance of wine and cocktails. Those in lower to middle-income brackets show a strong inclination towards spirits, with 41% favoring classic options like rum, whisky, brandy, or vodka.

Why Do People Drink on Holidays?

Just like having turkey at Thanksgiving or staying up until midnight on New Year’s Eve, indulging in festive beverages is a tried and true tradition during many holidays. But why, exactly, is this the case?

Here are the reasons for drinking during the season:

Connecting with family: 38%
Tradition: 9%

Celebration: 49%
Feeling happier or more relaxed: 19%
Socializing: 15%
Relieving stress: 7%

Men are influenced by social factors, being 38% more likely to drink for the sake of enhancing connections with friends and family.

“Have you ever used alcohol to cope with holiday-related stress or anxiety?”

While it’s a common assumption that people turn to alcohol to navigate the pressures and strains of daily life—especially during the holiday season—surprisingly, this isn’t the case.

Only 8% of Americans use alcohol to alleviate stress or combat feelings of loneliness during the holidays, making this one of the least common reasons for holiday imbibing.

The main reason that Americans choose to imbibe during the holidays? To celebrate! About 50% of all respondents, spanning all income levels, indulge in festive libations simply to soak up the joyful spirit of the season.

An impressive 87% of Americans reported that their holiday drinking doesn’t disrupt their relationships. It appears that for many, enjoying a drink during the festivities provides the perfect way to unwind while celebrating with friends and loved ones.

What Are the Most Popular Holidays for Drinking in the U.S.?

New Year’s Eve was the top-ranked drinking holiday for 54% of Americans. Christmas is a distant second at 26%.

Where Do People Like to Drink on Holidays?

People like to unwind with a drink either at home or at the home of a loved one. These are the preferred locations for 83% of Americans! That said, many still enjoy heading out to a party or bar.

A notable 39% of baby boomers steer clear of bars and restaurants, while 47% of millennials enjoy the vibrant atmosphere of these establishments for their celebrations.

Women are 76% more likely than men to choose home or private settings over bars or restaurants.

Drinking at Work Holiday Parties

When it comes to sipping a boozy beverage at company events, opinions among Americans are as varied as holiday cocktails:

51% would soak up more joy at company holiday parties if alcohol flowed freely
49% actually prefer a toast-free atmosphere

“Would you enjoy company holidays more if alcohol was available?”

59% of men express a desire for more alcohol offerings, while 55% of women would rather skip the drinks altogether at office shindigs.

Younger generations also prefer company parties where alcohol is offered:

This continues to highlight how younger Americans are most likely to favor spirited interactions, both in social and professional settings.

Are Food and Beverage Establishments Becoming Less Popular Around the Holidays?

We’ve already established that most people like to soak up the holiday spirit at either their own home or the home of a friend or relative. But what exactly does this mean for food and beverage businesses?

Many people like to go out for festive fun! 40% of Americans find food establishments both lively and enjoyable during the holidays. This is especially true for younger crowds. 44% of Gen Z finds these establishments enjoyable, as do 47% of millennials.

For a small group—8% of Americans—the holidays are the same as any other day. That leaves 52% of Americans who have negative associations with going out for the holidays, however.

Gender is a factor here too, with 3 out of 4 women opting to stay in to celebrate.

18% of Americans’ main concerns are that bars and restaurants are too crowded, making them uncomfortable, and 13% feel they’re too packed with loud, obnoxious people.

Though there’s little to be done about the 21% of Americans who avoid these establishments on holidays, luckily, these two complaints are ones that bar and restaurant owners can tackle head-on.

4 Tips for Boosting Alcohol Sales Around the Holidays

First and foremost, focus on effective crowd management. It’s important to stay busy, of course, but also to ensure your guests have a good experience.

Consider the unique needs of your business when selecting crowd management strategies. After all, this will look different for a caterer or host of a special holiday event than for an established dram shop or retailer expecting an increase in customers.

Some options include adopting a general time limit for how long each guest can stay or increasing your staffing during busy holiday times. This allows you to provide quality service to guests while still keeping a healthy flow of customers.

You could even temporarily decrease the maximum number of patrons you can serve at one time to ensure guests don’t feel overwhelmed.

Additionally, take steps to reduce noise pollution to ensure guests are comfortable while at your establishment. There are a few ways to do this:

Play music at a lower volume.
Minimize back-of-house noise.
Use soft fabrics (such as curtains and rugs) to absorb sound.

The goal is to find the right balance between a fun and lively atmosphere and excess noise, so it’s worth experimenting until you find the best solution for your needs.

Most importantly, be prepared to intervene if any guests are behaving inappropriately. That includes overly loud or disruptive behavior, as well as any behavior that’s rude or even dangerous.

Do Drunk Driving Incidents Increase During the Holidays?

The holiday season brings joy and celebration, but it also poses a significant threat with the increased risk of drunk driving.

In 2022, 13,524 lives were lost due to alcohol-related driving accidents. Even a small amount of alcohol can heighten the danger of getting behind the wheel—2,337 deaths occurred when drivers had a blood alcohol level below the legal limit of 0.01 to 0.07 g/dL.

In 2020, drunk driving cost the U.S. economy a staggering $123.3 billion, primarily from medical expenses, loss of life, and damages resulting from accidents. Nearly 1 million Americans are arrested for drunk driving each year, with approximately 18.5 million admitting to driving under the influence at least once in the past year.

Shockingly, our research found that 18% of American adults have driven drunk on a holiday. With around 334.9 million adults in the U.S., this means roughly 47.20 million adults have driven drunk on a significant holiday at some point in their lives. During the winter holidays of 2022 alone, this reckless behavior resulted in the loss of 1,062 lives.

Men are 85% more likely to drive while drunk than women.
22% of Gen Z admitted to taking the wheel under the influence during a holiday, making them the generation most likely to do so.
Only 12% of baby boomers reported ever driving drunk on a holiday.

Despite these sobering statistics, there are plenty of Americans across all generations who wouldn’t and don’t engage in this dangerous behavior. In fact, many make plans to actively avoid this, so they can celebrate without putting themselves and so many others in a life-threatening situation just to get home.

“What do you typically do if you’re to be drinking at a holiday get-together?”

Income level plays a role in safe drinking strategies, too. Households earning over $100,000 a year are an astonishing 2.5 times more likely to use ridesharing services like Uber or Lyft than those in lower-income brackets making under $49,000.

This choice is wise, especially considering that 65% of Americans report drinking most heavily later in the day, a time when public transport options are often limited.

Takeaways for Alcohol Consumption Around the Holidays

Though almost all drinkers imbibe to celebrate, millennials show the strongest preference for heavy holiday drinking while with friends. Baby boomers, on the other hand, seem to take a more restrained, traditional approach and enjoy a couple of alcoholic beverages in the company of their own family.

Understanding these insights is key for food and beverage businesses. Celebrating wisely during the holidays by understanding this intriguing demographic data ensures that businesses can protect themselves when serving customers.

This is particularly important for establishments that serve a young, male clientele who are the most likely to experience conflict like a fight or get behind the wheel when intoxicated.

By choosing the right liquor liability insurance, business owners can protect themselves from irresponsible patron behavior. Securing liquor liability insurance is crucial for anyone serving alcohol, as basic general liability policies don’t cover alcohol-related claims.

There are other steps you need to take to serve alcohol legally and safely; this includes following all laws and regulations for serving, as well as obtaining the right kind of liquor license. By getting everything in order, you can protect both your customers and your business—not just during the holidays, but at all times of the year.

Methodology

We surveyed 1,000 American adults across 50 states. They were asked a total of 30 questions that were listed in alphabetical order. Any percentages under 10% were omitted from the data to avoid sampling errors and ensure that all findings were statistically significant.

After collecting demographic data, we asked a series of non-leading, closed-ended questions. For example, when investigating drinking behavior, we asked questions like “How much alcohol do you typically consume on the day of a holiday?”. We then analyzed these responses against variables like age, gender, and income.

We also compared our survey data to publicly available sources like the National Institute on Alcohol Abuse and Alcoholism and the National Highway Traffic Safety Administration. These comparisons were used to elucidate our findings and highlight drinking trends across generations, genders, and income brackets.

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