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Written by Kamran Rosen
🎁 Which state has the most holiday spirit in 2021?
Florida has the most holiday spirit based on shopping data, online searches, and charitable donations — followed by Utah and Idaho. Hawaii, Connecticut, and New Mexico have the least holiday spirit, according to our rankings.
States ranked by holiday spirit | The 10 most spirited states | The naughty list of least spirited states | Methodology
It’s the most wonderful time of the year — but is there a place where it’s most wonderful?
As neighbors compete for the best light displays and cookie recipes, we wanted to ask a bigger question: What state has the most holiday spirit?
Looking at the commercial, festive, and charitable sides of the holidays, we analyzed publicly available data to quantify states’ levels of holiday cheer:
- Holiday Shopping (40%): To evaluate holiday shopping, we used data from the Bureau of Economic Analysis to find out how much the average person spends annually on recreational goods such as gifts in each state (as well as the percentage of their annual income spent on these goods). We also considered how well states weathered the COVID-19 pandemic by looking at the change in spending patterns from 2019 to 2020.
- Holiday Searches (30%): We used Google Trends to measure YouTube searches for “Christmas music” and Google searches for “Black Friday deals near me.” (Search interest is the percentage of searches for a term compared to the search percentage in other states.)
- Charitable Donations (30%): With Salvation Army’s Red Kettles ringing in the season, we evaluated state residents’ charitable donations by analyzing the total dollars donated in 2020 and the number of Red Kettles per 10,000 residents.
Read on to learn what we discovered — and whether your state made the “naughty” or “nice” list.
⛄ Holiday Spirit Insights
- Despite widespread lockdowns last year, the pandemic didn’t stop holiday shoppers in most states.
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- Arizona had the biggest increase in recreational shopping last year, with the average resident’s spending jumping by 6.2% from 2019 to 2020.
- In 11 states, the average recreational shopping per capita grew by 5% or more from 2019 to 2020: Mississippi (5.9%), South Dakota (5.8%), Montana (5.8%), Washington (5.6%), North Carolina (5.3%), Utah (5.3%), Alabama (5.1%), Colorado (5.1%), Arkansas (5.0%), Oregon (5.0%), and Idaho (5.0%).
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- Midwestern and Southern states lead the nation in holiday spirit. Our top 10 states don’t include any Northeastern or West Coast states.
- Michigan and Texas tied for the most charitable donations, with residents in each donating an impressive $7.8 million to the Salvation Army.
- States where residents spend a high percentage of their income on recreational goods tend to have lower numbers of searches for Black Friday deals.
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- Idahoans spent 3.7% of their income on recreational goods in 2020, compared to the national average of 2.5%. They also ranked 41st for Black Friday searches, indicating they may not prioritize deals.
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- In just 11 states, residents spend less than $1,000 annually, on average, on recreational goods such as gifts: West Virginia ($708), Mississippi ($748), Hawaii ($786), New Mexico ($824), Kansas ($854), Wyoming ($871), Oklahoma ($916), Arkansas ($961), South Carolina ($970), and Kentucky ($974).
All 50 States (and Washington, D.C.) Ranked by Holiday Spirit
| Ranking | State | Avg. Recreational Spending* | Avg. % of Income Spent on Recreation* | Change in Avg. Recreational Spending** | Search Ranking: "Black Friday deals near me" | Search Ranking: "Christmas music" | Salvation Army Donations (M) | Red Kettles per 10k Residents |
|---|---|---|---|---|---|---|---|---|
| National Avg. | $1,393 | 2.5% | 3.6% | - | - | $2.4 | 1.4 | |
| 1 | Florida | $1,769 | 3.3% | 4.0% | 1 | 21 | $7.1 | 1.2 |
| 2 | Utah | $2,615 | 5.1% | 5.3% | 9 | 17 | $0.9 | 0.6 |
| 3 | Idaho | $1,777 | 3.7% | 5.0% | 41 | 3 | $2.6 | 2.5 |
| 4 | Montana | $1,697 | 3.3% | 5.8% | 48 | 4 | $2.3 | 3.7 |
| 5 | Michigan | $1,379 | 2.8% | 2.7% | 3 | 25 | $7.8 | 1.1 |
| 6 | North Dakota | $1,799 | 3.1% | 3.7% | 46 | 2 | $2.9 | 4.3 |
| 7 | Texas | $1,348 | 2.5% | 4.0% | 11 | 46 | $7.8 | 1 |
| 8 | North Carolina | $1,493 | 3.1% | 5.3% | 6 | 25 | $3.1 | 1.1 |
| 9 | Illinois | $1,595 | 2.7% | 4.6% | 10 | 48 | $6.7 | 0.9 |
| 10 | Ohio | $1,404 | 2.7% | 4.1% | 8 | 32 | $6.1 | 0.6 |
| 11 | South Carolina | $970 | 2.1% | 4.8% | 6 | 7 | $3.1 | 2.3 |
| 12 | Oregon | $1,971 | 3.6% | 5.0% | 27 | 21 | $1.4 | 0.7 |
| 13 | Arizona | $1,291 | 2.7% | 6.2% | 4 | 28 | $1.1 | 0.4 |
| 15 | Wisconsin | $1,600 | 3.0% | 3.4% | 23 | 9 | $3.9 | 0.8 |
| 16 | Washington | $2,168 | 3.3% | 5.6% | 33 | 28 | $1.5 | 0.3 |
| 17 | Georgia | $1,230 | 2.5% | 4.7% | 12 | 33 | $2.9 | 1.1 |
| 18 | Maine | $1,228 | 2.4% | 4.4% | 19 | 1 | $0.5 | 0.8 |
| 19 | Indiana | $1,215 | 2.4% | 3.4% | 5 | 13 | $3.4 | 0.7 |
| 20 | Colorado | $2,048 | 3.3% | 5.1% | 21 | 33 | $0.9 | 0.3 |
| 21 | Delaware | $1,462 | 2.7% | 1.5% | 2 | 48 | $2.4 | 4.7 |
| 22 | Arkansas | $961 | 2.1% | 5.0% | 23 | 21 | $1.5 | 1.7 |
| 23 | Alabama | $1,015 | 2.3% | 5.1% | 23 | 15 | $1.3 | 1 |
| 24 | South Dakota | $1,077 | 1.9% | 5.8% | 46 | 7 | $1.0 | 2.1 |
| 25 | Pennsylvania | $1,538 | 2.7% | 2.0% | 21 | 38 | $5.2 | 0.6 |
| 26 | Mississippi | $748 | 1.9% | 5.9% | 37 | 39 | $1.3 | 1.6 |
| 27 | Alaska | $2,170 | 3.5% | 3.7% | 44 | 28 | $0.5 | 1.6 |
| 28 | Minnesota | $2,132 | 3.6% | 2.0% | 30 | 41 | $2.9 | 0.6 |
| 29 | Tennessee | $1,028 | 2.1% | 4.0% | 14 | 17 | $1.7 | 1.1 |
| 30 | Virginia | $1,498 | 2.5% | 4.3% | 13 | 42 | $1.5 | 0.6 |
| 31 | Missouri | $1,068 | 2.1% | 3.0% | 23 | 14 | $3.1 | 0.7 |
| 32 | Iowa | $1,255 | 2.4% | 3.3% | 31 | 33 | $2.6 | 1.3 |
| 33 | West Virginia | $708 | 1.7% | 3.0% | 18 | 9 | $1.5 | 3 |
| 34 | Washington, D.C. | $2,238 | 2.7% | -0.5% | 38 | 36 | $1.5 | 7.4 |
| 35 | New Hampshire | $1,363 | 2.1% | 3.9% | 16 | 12 | $0.5 | 0.8 |
| 36 | Oklahoma | $916 | 1.9% | 3.9% | 35 | 15 | $1.5 | 1.3 |
| 37 | Nevada | $1,521 | 2.9% | 2.4% | 39 | 39 | $2.0 | 1.5 |
| 38 | Nebraska | $1,340 | 2.4% | 4.3% | 40 | 42 | $1.0 | 1 |
| 39 | Kansas | $854 | 1.6% | 4.0% | 33 | 19 | $1.7 | 1 |
| 40 | Rhode Island | $1,017 | 1.8% | 2.8% | 16 | 6 | $0.5 | 1.1 |
| 41 | California | $1,582 | 2.4% | 2.8% | 43 | 51 | $3.6 | 0.2 |
| 42 | Louisiana | $854 | 1.8% | 2.4% | 28 | 21 | $1.3 | 1 |
| 43 | New York | $1,244 | 1.8% | 2.3% | 44 | 50 | $4.9 | 0.6 |
| 44 | Wyoming | $871 | 1.4% | 3.4% | 50 | 9 | $0.9 | 3.1 |
| 45 | Vermont | $1,233 | 2.2% | 2.5% | 49 | 4 | $0.5 | 1.7 |
| 46 | Maryland | $1,414 | 2.2% | 2.1% | 31 | 47 | $1.5 | 0.9 |
| 47 | Massachusetts | $1,680 | 2.3% | 1.3% | 35 | 36 | $2.1 | 0.6 |
| 48 | New Jersey | $1,467 | 2.1% | 1.7% | 28 | 42 | $1.3 | 0.7 |
| 49 | New Mexico | $824 | 1.9% | 2.2% | 41 | 28 | $1.1 | 1.3 |
| 50 | Connecticut | $1,584 | 2.1% | 1.9% | 19 | 45 | $0.5 | 0.3 |
| 51 | Hawaii | $786 | 1.4% | 2.0% | 51 | 25 | $0.5 | 0.7 |
The 10 Most Spirited States
1. Florida
💰 Savvy Shoppers
Floridians like to get their holiday gifts on discount, with residents searching more on Google for Black Friday deals than any other state.
Although it’s not a winter wonderland, Florida has plenty of holiday spirit — particularly when it comes to shopping. The average Floridian spent $1,769 on recreational goods such as gifts in 2020, equivalent to 3.3% of their average income. This was significantly higher than the national average of 2.5% and the ninth-highest spending-to-income ratio in the country.
However, all that shopping doesn’t mean Floridians act like Scrooge. The state ranked third nationally in donations to the Salvation Army in 2020, filling Red Kettles with $7.1 million in donations during the 2020 holiday season.
Those interested in seeing how the Sunshine State celebrates every winter can witness Surfing Santas, a 35-foot sand tree, or one of Florida’s many famous light displays.
2. Utah
💰 Big Spenders for Holiday Fun
On average, Utahns spent 5.1% of their income on recreational goods such as gifts in 2020 — more than any other state and twice the national average.
The average Utah resident spent $2,615 on recreational goods in 2020, which is more than any U.S. state. Even pandemic lockdowns didn’t slow Utah’s shopping season down: Residents’ average recreational spending grew by 5.3% from 2019 to 2020.
3. Idaho
❤️ Generous Givers
Despite ranking 38th by population, Idaho residents filled Red Kettles with $2.6 million in donations last holiday season, placing them among the top 20 most charitable states in the nation.
Idaho lives up to its reputation as the “Gem State” during the holiday season. The state has an average of 2.5 Red Kettles per 10,000 residents — the seventh-highest ratio in the nation — making it easy for residents to contribute to charity.
Beyond charitable giving, Idahoans spent an average of $1,777 on recreational goods such as gifts in 2020. That’s 3.7% of their income on recreational goods, placing them second in the nation for most spending.
Those visiting the state should make sure not to miss America’s tallest living Christmas tree at the Coeur d’Alene Resort.
4. Montana
💰 Shopping Through the Pandemic
The pandemic didn’t deter Montana residents from shopping last holiday season. Spending on recreational goods leapt by 5.8% from 2019 to 2020.
Despite its sparse population, Montana has a surprisingly high density of Salvation Army bell ringers, with an average of 3.7 Red Kettles per 10,000 residents.
The state also scored fourth in YouTube searches for “Christmas music” — possibly including a healthy number of searches for famed country singer Montana Rose’s 1999 classic, “Montana Christmas.”
5. Michigan
❤️ Great Lake Generosity
Michigan residents donated $7.8 million to the Salvation Army last holiday season, tying with Texas for the highest amount of donations.
Michiganders enjoy their shopping during the holiday season, with the average resident spending $1,379 on recreational goods in 2020. That’s 2.8% of the average Michigander’s annual income.
Michigan shoppers also appear to be deal savvy, ranking third in the country for the number of Google searches for Black Friday deals.
If you’re celebrating the holidays in Michigan, don’t miss the car-proud state’s drive-through light shows, including the famous Wayne County Lightfest and the Christmas Lite Show in Grand Rapids.
6. North Dakota
🎵 Caroling Through the Season
North Dakotans get in the holiday spirit by belting out carols and classics. The state has the second-most YouTube searches for “Christmas music.”
Despite its small population, North Dakota residents donated $2.9 million to the Salvation Army in 2020 — possibly because it has the highest density of Red Kettle locations among our top 10 spirited states. You’ll find an average of 4.3 donation locations per 10,000 residents — roughly three times the national average.
7. Texas
❤️ Donations Are Bigger in Texas
In 2020, Texans donated $7.8 million to the Salvation Army, tying for first place nationwide. That’s twice as much as California’s $3.6 million.
Despite pandemic lockdowns, 2020 was a strong year for businesses in Texas. Residents’ spending on recreational goods grew by 4% from 2019 to 2020.
Interestingly, Texans are relatively uninterested in Christmas music. The state ranked 46th nationwide in YouTube search interest. Maybe they’re too busy light-gazing at the Christmas Capital of Texas in Grapevine.
8. North Carolina
💰 Expecting a Holiday Shopping Boom
North Carolinians’ spending on recreational goods jumped by 5.3% from 2019 to 2020 — tying for second-most growth among our top 10.
Compared to other states, North Carolina’s residents are especially likely to hunt for bargains. They have the sixth-highest search interest for Black Friday deals.
North Carolina residents donated $3.1 million to the Salvation Army in 2020, the 13th highest nationwide.
Each year, North Carolina celebrates the holiday season in style by decorating Biltmore Estate in Asheville. Dubbed “America’s largest home,” the mansion features over 100 trees decked out with decorations.
9. Illinois
❤️ A Giving State
Illinois ranks fourth nationwide in Red Kettle donations, ringing in the holidays with $6.6 million donated last year.
From 2019 to 2020, Illinoisans’ spending on recreational goods increased by 4.6%, despite pandemic lockdowns.
Notably, the average Illinois resident spent $1,595 on recreational goods in 2020. That’s approximately $100 less than the average recreational spending among our top 10 states — possibly because Illinois residents prefer to shop for deals. The state ranks 10th nationwide for Black Friday search terms.
10. Ohio
❤️ Charitable Celebrations
In 2020, Ohio residents contributed $6.1 million to the Salvation Army, earning a place as the fifth-most charitable state in the nation. It’s especially impressive given the low density of Red Kettles, with just 0.6 per 10,000 residents.
Known for buckeyes and snowy holidays, Ohio rounds out our top 10 with impressive levels of charitable donations and shopping.
The average Ohio resident spent $1,404 on recreational goods in 2020, or 2.7% of their annual income. Despite the pandemic, the state saw an increase of 4.1% in recreational spending from 2019 to 2020.
To celebrate the season, Ohio residents and visitors alike enjoy visiting the iconic house from “A Christmas Story” house, observing the Lebanon carriage parade, or taking a tour of President Hayes’ mansion in Fremont.
The Naughty List of America’s Least Spirited States
On average, the least spirited states on our list spent less on recreational goods, gave less to charity, and didn’t spend much time hunting for Black Friday deals or Christmas music.
In particular, we found that:
- Hawaiians are least likely to search YouTube for Christmas music, placing last out of all 50 states and Washington, D.C.
- The least spirited states donated $1.5 million to the Salvation Army on average — far less than the national average of $2.4 million in Red Kettle donations.
- Connecticut and Hawaii residents contributed just $500,000 to the Salvation Army in 2020.
- You’re also unlikely to find a Red Kettle bell ringer in Connecticut, with just 0.3 donation sites per 10,000 residents.
- Hawaii and Wyoming were hit hardest by pandemic lockdowns, with a meager 1.4% growth in recreational spending from 2019 to 2020.
- In the least-spirited states, the average resident spends $1,196 on recreational goods annually — nearly $500 less than the average of $1,688 among the 10 most spirited states.
| Ranking | State | Avg. Recreational Spending* | Avg. % of Income Spent on Recreation* | Change in Avg. Recreational Spending** | Search Ranking: "Black Friday deals near me" | Search Ranking: "Christmas music" | Salvation Army Donations (M) | Red Kettles per 10k Residents |
|---|---|---|---|---|---|---|---|---|
| 1 | Hawaii | $786 | 1.4% | 2.0% | 51 | 25 | $0.5 | 0.7 |
| 2 | Connecticut | $1,584 | 2.1% | 1.9% | 19 | 45 | $0.5 | 0.3 |
| 3 | New Mexico | $824 | 1.9% | 2.2% | 41 | 28 | $1.1 | 1.3 |
| 4 | New Jersey | $1,467 | 2.1% | 1.7% | 28 | 42 | $1.3 | 0.7 |
| 5 | Massachusetts | $1,680 | 2.3% | 1.3% | 35 | 36 | $2.1 | 0.6 |
| 6 | Maryland | $1,414 | 2.2% | 2.1% | 31 | 47 | $1.5 | 0.9 |
| 7 | Vermont | $1,233 | 2.2% | 2.5% | 49 | 4 | $0.5 | 1.7 |
| 8 | Wyoming | $871 | 1.4% | 3.4% | 50 | 9 | $0.9 | 3.1 |
| 9 | New York | $1,244 | 1.8% | 2.3% | 44 | 50 | $4.9 | 0.6 |
| 10 | Louisiana | $854 | 1.8% | 2.4% | 28 | 21 | $1.3 | 1 |
Methodology
To rank states based on their holiday spirit, we weighted three categories of data points:
- Shopping data accounted for 40% of the total ranking score
- Google Trends data accounted for 30% of the total ranking score
- Salvation Army donations accounted for 30% of the total ranking score
Each of these categories incorporated multiple data points.
To measure holiday shopping trends, we used state data from the Bureau of Economic Analysis for 2019 and 2020. We included:
- Average spending on recreational goods per capita
- Average annual income per capita
- Percent change in recreational spending from 2019 to 2020
To measure holiday-related online searches, we used Google Trends to find:
- Google searches for “Black Friday deals near me” (Nov. 16-23, 2021)
- YouTube searches for “Christmas music” (Dec. 1-25, 2020)
To measure charitable donations, we used 2020 data provided by the Salvation Army, including:
- The number of Red Kettle locations by state
- Total donations by state
We also used U.S. Census data to calculate the density of Red Kettles per 10,000 residents in each state.
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Which state has the most holiday spirit in 2021?
Florida has the most holiday spirit, based on shopping data, online searches, and charitable donations — followed by Utah and Idaho. Learn how your state is ranked!
Which state has the least holiday spirit in 2021?
Hawaii has the least holiday spirit, based on shopping data, online searches, and charitable donations — followed by Connecticut and New Mexico. Learn how your state is ranked!
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