The team at ALPLA wanted to better understand the habits and intentions of consumers during the holiday season. Focusing on behaviors related to reusing, recycling, and sustainability, we used the third-party survey platform Pollfish to ask 600 Americans 18 and older how they incorporate eco-conscious practices into their festive traditions.
This survey aimed to reveal key insights into consumer habits around three pivotal aspects of the holidays: purchasing gifts, giving gifts, and preparing holiday meals. With sustainability as a growing concern, the findings underscore how holiday traditions are evolving to align with eco-friendly values.
Reuse and recycling take center stage with holiday wrapping
It’s no surprise that wrapping paper, gift bags, and ribbons are key components of holiday celebrations, but this year, they’re taking on a greener hue. A standout finding from the survey is that nearly all respondents reuse gift wrapping supplies, while over half recycle wrapping paper that can’t be reused. These habits are a significant step toward reducing the waste often associated with the holiday season.
- 87% of people reuse gift bags, ribbons, and wrapping paper.
- 60% recycle wrapping paper during the holiday season.
These numbers reveal a shift in consumer consciousness toward managing waste, even during one of the most consumer-driven times of the year. Sustainability practices are also influencing how we approach the act of giving gifts and purchasing items.
"As a society, we’re seeing a growing awareness of sustainability, even during the holidays - a season traditionally associated with excess," says 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."
Less is more: quality over quantity emerges as a gift-buying consideration
Consistent with the trend detailed above, a significant portion of respondents said that their gift-buying decisions are impacted by concern for the environment and a desire to reduce waste where possible.
- 61% of survey respondents said sustainability plays a role in their gift-buying decisions.
- 64% actively try to avoid over packaged products when shopping for gifts.
In regards to what we’re willing to pay for gifts, over half of the respondents said they will pay more for gifts that have been sustainably produced.
These behaviors suggest a growing awareness of the environmental impact of holiday purchasing habits. The holidays are a time for joy and generosity, and it’s heartening to see so many people finding ways to shop sustainably. These small changes can add up to make a significant difference.
Experiences, not material goods, emerge as the gift that keeps on giving
When asked about what kinds of gifts they value most, about two-thirds of the respondents named experiences as being more important than material items.
- 65% of respondents prefer gifting experiences over physical items, citing sustainability as a key reason.
The emphasis on sustainability is also clear when examining preferences for alternative, non-commerce related gifting practices.
- 87% of respondents are open to sustainable gift exchanges, including handmade or regifted items.
Mindful meals play a role in societal attitudes toward sustainability efforts
In addition to gift-giving practices, holiday meals have become an area of eco-consciousness, as well.
- 60% of respondents prioritize locally grown ingredients when preparing holiday meals.
- 61% have implemented changes to holiday meal planning to minimize food waste.
Meals being a core tenant of holiday gatherings in American culture, these findings suggest that the intersection of sustainability and tradition is becoming more pronounced. Consumers are not only adopting new habits but are also willing to invest in sustainable options to shop, gift, and feast responsibly.
The ALPLA 2024 Sustainable Holidays Survey provides a snapshot of how sustainability is shaping consumer habits during one of the most cherished times of the year. Whether through reusing materials, opting for experience-based gifts, or prioritizing local and waste-conscious holiday meals, consumers are demonstrating that festive traditions and sustainability can go hand in hand. As these habits take root, they pave the way for more sustainable holiday seasons to come.
For ALPLA, the findings affirm the importance of leading by example in sustainability, both in innovative packaging solutions and beyond.
“The results of the survey show that sustainability is becoming a meaningful part of how we celebrate and uphold our traditions,” says Rice. “Americans are rethinking how we wrap gifts, how we define and prioritize gifts, and we’re becoming more thoughtful about how our foods are sourced and prepared. This shift in perspective comes through in the way modern consumers are showing a remarkable willingness to adapt their habits in ways that honor 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.”