Traditions are at the heart of the African-American culture, proudly carried from generation to generation, especially during the holiday season. Whether hosting Kwanzaa celebrations, tree-trimming parties, or just gathering to share a meal, most holiday traditions provide the bond that keeps the family close and connected. During these challenging economic times, nearly half (43 percent) of African Americans think traditions have become more important, and a majority (92 percent) are even focused on creating new ones. This is according to a recent survey* commissioned by Sears.
According to the survey, a majority of African Americans (90 percent) said that this holiday season they plan to adopt new, money-saving tactics never used in the past. Nearly half (47 percent) will alter the way they shop this year, taking advantage of all the holiday perks stores have to offer, using:
- Sales and coupons (82 percent)
- Rewards points programs (43 percent)
- Layaway plans (41 percent), and
- 0% financing programs (18 percent)
Many African Americans are tweaking their old holiday traditions by using a grab bag or "Secret Santa" approach to giving gifts (21 percent), using an artificial tree instead of a real one (24 percent), having "potluck" style dinners (42 percent) or setting spending limits on gifts (61 percent). And while many will give fewer gifts to friends and family, and send e-cards instead of paper cards, a majority admits that at the end of the day, a holiday without traditions, no matter how different they may be from years' past, would be worse than a holiday without gifts (70 percent).
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Information compiled by Sears, an online survey of 400 nationally representative African Americans ages 18 and older, to meet the demands of their customers. Good to know so visit www.sears.com. Did you know they now offer layaway online?
Photo: Hip-Hop artist Khary WAE Frazier, left, lights the seven candles representing the seven principles of Kwanzaa during a celebration at the Woodward Restaurant, December 21, 2008. Telay Forbes, 9, looks on at right. (Annie O'Neill/Detroit Free Press/MCT) Photo via Newscom Photo via Newscom Content © 2009 Newscom All rights reserved.
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