With Santa Claus’ arrival now just a few days away, a new study by ALPLA has found that three fifths (61%) of US consumers say sustainability plays a role in their gift-buying decisions, while more than half will pay more for gifts that have been sustainably produced.
ALPLA’s Sustainable Holidays Survey sought to determine how holiday traditions are evolving to align with eco-friendly values, revealing insights into three core aspects, purchasing gifts, giving gifts, and preparing holiday meals, and how eco-conscious practices are influencing these traditions.
As well as thinking sustainably while shopping, the study also found that 64% actively try to avoid purchasing over-packaged products when shopping for gifts.
In addition, some 87% of people re-use gift bags, ribbons and wrapping paper, with 60% recycling wrapping paper during the holiday season.
‘Encouraging shift’
“As a society, we’re seeing a growing awareness of sustainability, even during the holidays – a season traditionally associated with excess,” commented Billy Rice, sustainability manager at ALPLA. “It’s encouraging to see a shift toward reusing and recycling materials like gift bags and wrapping paper, which helps reduce the environmental impact of the season.
“These simple habits demonstrate how small, thoughtful changes can collectively reduce holiday waste and set things up for a more mindful and sustainable future.”
When asked what kind of gifts they value most, some 65% of respondents said that they valued experiences as being more important than material items.
Elsewhere, some 87% of respondents said that they are open to sustainable gift exchanges, including handmade or re-gifted items.
Traditional festive meals are also under the eco spotlight, according to the study, with 61% of respondents stating that they have implemented changes to holiday meal planning to minimise food waste, and three fifths (60%) stating that they prioritise locally-grown ingredients when preparing holiday meals.
Sustainable practices
“Americans are rethinking how we wrap gifts, how we define and prioritise gifts, and we’re becoming more thoughtful about how our foods are sourced and prepared,” Rice added. “This shift in perspective comes through in the way modern consumers are showing a remarkable willingness to adapt their habits in ways that honour both the environment and the spirit of the holidays.
“It’s inspiring to see this momentum toward eco-conscious living, proving that embracing sustainable practices is not only practical but also deeply rewarding, and something that’s within reach of all of us.”
ALPLA teamed up with survey platform Pollfish to undertake the study, which surveyed 600 Americans 18 and older. Read more here.
