We have become a nation of celebration. As Hallowe’en related paraphernalia appeared across social feeds, TV ads, supermarket shelves and popular culture as early as August, it would appear that Brits (or at least brands) are looking to elongate the festivities as much as possible.
A phenomenon long attributed to the Christmas period, apparently now no holiday is safe. We asked 500 Brits via our Lightbox Pulse platform their thoughts, and 57% said they felt that holidays start too early, and 27% claiming they last too long. On the whole, this sentiment was strongest amongst 35-64s, which perhaps interplays with the likelihood of having bigger families of children and grandchildren to buy for.
This elongation of celebration is a trend which runs hand in hand with the increasing desire to make a fuss of ever more granular life events. 60% of Brits said that we find more reasons to celebrate these days, with only a miserly 19% disagreeing. Women are the most likely be in touch with this – perhaps because they’re often lumbered with (or secretly revel in) the job of buying the accompanying cards, presents and decorations? This is of course why retailers and brands are happy to encourage us to celebrate more. Everything from alcohol to baked goods gets a boost when we party, and comms are given a renewed focus and some new news to push out.
So, what exactly do Brits feel is worth celebrating? We asked our panel, and whilst the usual offenders (engagement parties, christenings and university graduation) all came out strongly, 1 in 10 said a divorce was worthy of a party, and 8% are on board the Gender Reveal bandwagon.
It doesn’t seem like a high proportion, but if you look at the search trends for Gender Reveal parties over the past 5 years you start to get a glimpse of the momentum behind the movement.
Ultimately, a celebration sits in the Cambridge Dictionary as “a special social event, such as a party, when you celebrate something.” Are we losing the notion of ‘special’ when the parties start to dominate our diaries? There are 14.5m posts on Instagram under #celebrate, and a staggering 160m under #party. It would seem you can have a party without a celebration, but you can’t celebrate these days without a party.