Survey: Most Stay Under One Roof with Family for Holidays

PARSIPPANY, N.J. (Nov. 21, 2011) – There’s no place like home for the holidays, and a new consumer survey from Coldwell Banker Real Estate LLC confirmed that the majority of Americans wouldn’t have it any other way.  Approximately four in 10 respondents (39 percent) say their holiday get-togethers include 15 or more family members and friends, and more than half (54 percent) say they stay overnight with their families so they can all be in one household during the holidays.

Additionally, the survey of nearly 1,000 people found:

• More than three-quarters (78 percent) of Americans “deck the halls” by decorating their home for the holidays. The vast majority (67 percent) say they decorate some, without going overboard, while 11 percent say they “go all out.” Only 21 percent don’t decorate at all.

• Most people claim they’ve never snooped for presents. 77 percent of respondents said they have never looked for stashed-away presents before it’s time to open them. (Only 23 percent freely admit to peeking around)!

• People gather in spots where they can mingle and graze. When asked which room is most used during the holidays (the kitchen, dining room or living room / den), the kitchen and living room are split almost evenly as the most popular spaces (41 percent and 43 percent, respectively), while 12 percent said the dining room is the most frequented area.

“Almost everyone has a memory of the holidays that involves being home with friends and family,” said Michael Fischer, chief marketing officer, Coldwell Banker Real Estate. “Americans cook and share food, host parties and bring everyone together in our homes. At Coldwell Banker, we recognize that a home is more than just a place to live. This is true more than ever around the holidays.”

Recognizing the integral role the home plays for families during the holidays, Coldwell Banker will also launch a new television advertising spot, starting in the days leading up to Thanksgiving.  The commercial taps into the excitement of hosting holiday events, as well as the stress and strategy that goes into squeezing everyone into one household. The commercial, titled “Crowded House” features a family devising their holiday game plan to accommodate guests.  Bringing in equal parts empathy and humor, the parents accidentally leave themselves out of the equation, and end up having to sleep in the garage. 

The first creative spot from the new advertising agency-of-record for Coldwell Banker, Siltanen & Partners, underscores the emotional side of owning a home in a fun way, highlighting the role of family and their homes as central holiday headquarters. Produced by NBC, the commercial will begin airing Tuesday, November 22. It will also be shown during NBC’s annual Rockefeller tree lighting ceremony. 

Coldwell Banker also partnered with NBC’s LXTV Open House to design a holiday-themed segment for this weekly national show.  Additionally, a man-on-the-street video created by Coldwell Banker showcases just how intertwined home and family are.

Methodology
The omnibus survey was conducted via telephone by SSRS, an independent research company, on behalf of Coldwell Banker Real Estate LLC.  Interviews were conducted from October 26, 2011 - October 30, 2011 among a nationally representative sample of 990 respondents who celebrate during the holidays.