Kwanzaa Statistics
- It is estimated 20 million people celebrate Kwanzaa worldwide (18 million in the US alone).
- Kwanzaa was originally limited to smaller merchants, however the holiday has now been recognized by larger retailers.
- Kwanzaa gifts tend to move away from electronics and instead lean toward sentimental, thoughtful gifts.
- About 15% of what is spent on Christmas is spent on Kwanzaa, which means about $77 per person who celebrates.
- About $1.4 billion is spent on Kwanzaa each year.
- As more and more people celebrate Kwanzaa each year, the holiday will consume a larger market share.
- Customers are usually of African American decent
- Kwanzaa is most often celebrated by an older generation – those born prior to 1982.
- Millennials (those born after 1982) show a marked decrease in celebrating the holiday
- Gifts are often meaningful or artistic
- Gifts are mostly given to children
- Heritage symbols are an important part of the celebration
- Gifts often relate directly to the 7 principals of Kwanzaa
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