Although many celebrate Cinco de Mayo as a night out, just as many consumers are preparing to take part in Mexican-themed May 5 festivities at home.
Market researcher Numerator reported that two in 10 consumers plan to celebrate Cinco de Mayo, led by Millennials and Gen Z at 23% and 22%, respectively. The proportion of celebrators who will observe the occasion at home or at a bar or restaurant comes in equal proportions, at 42%, with a friend or family member’s home trailing at 24%.
Top Cinco de Mayo plans include celebrating with a spouse/partner or immediate family, selected by 35%, grilling or barbecuing (32%), celebrating with a wider group of friends or family (30%) or baking special treats/cooking a special meal (25%).
As for spending, 51% of celebrators plan to lay out between $25 and $100 on their Cinco de Mayo supplies, and 46% said rising prices will have a moderate or significant impact on their shopping. Seven in 10 Cinco de Mayo celebrators intend to do their shopping in-store. All told, 94% of Cinco de Mayo celebrators plan to purchase something for the holiday, followed by food (70%) and alcoholic beverages (52%).
Gen Z celebrators are more likely than other generations to purchase party supplies, at 27%, versus 21% overall.
