Nearly 70% of Americans are More Appreciative of Loved Ones Than Ever Before — the Heart of 2020

Americans are holding their loved ones tighter as they look to close out 2020 with a sense of optimism, according to a new poll.

A new survey of 2,000 Americans found that nearly 70% say this year has made them appreciative of their family and friends more than ever before.

As a result, two-thirds are adamant about putting more thought into the gifts they give their loved ones this year.

The poll, conducted by Groupon, aimed to discover how 2020 has impacted the holiday shopping habits of Americans and discovered 76% are hoping to get gifts for loved ones that uplift their spirits while a further three in five plan on getting more personalized gifts for others this year.

Besides gifting others with something that brings a smile to their face, 56% are planning to buy gifts that can be used after all the lockdown measures are lifted.

Since we all know the 2020 holiday season is going to look different than any other year, people are still looking forward to certain aspects of the holidays in this unconventional year.

From being home and not having to travel (44%) to watching holiday movies (41%), people are excited about the holidays this year—even if it is slightly different.

This optimism is in line with the essence of the holiday season. But, how are Americans staying so optimistic about the holidays despite the pandemic?

Forty-eight percent say listening to music allows them to maintain their optimism while a further 38% say diving into their favorite book is a great way to keep their spirits up.

Overall, 48% of Americans stay optimistic by spending time with their immediate family and another third of people say they like to spend time outdoors.

As a way to break free from all the stress of 2020, two-thirds of those surveyed are also treating themselves to a gift when shopping for others this year.

This trend is unique to 2020, as 43% say they don’t normally get themselves a gift for the holidays. In fact, the average American plans on spending over $100 solely on self-gifting this holiday season.


  1. Being home (not traveling)
  2. Eating/drinking
  3. Exchanging gifts
  4. Watching holiday movies
  5. Cooking for family


  1. Listening to music
  2. Spending time with others
  3. Watching a favorite movie/TV show
  4. Reading a favorite book
  5. Self-care (‘me-time’)


  1. Dinner
  2. Clothes
  3. Staycation/road trip
  4. Wine delivery
  5. Spa day