While the younger generation is experimenting with modern trends, Czechs from this age group are keen on tradition and do not skimp on Christmas treats. Petr Tomáš, Consumer Research Skillhead from GroupM, focused on the Christmas habits of Czechs 45+. The data is based on the mPanel research project, which maps the lifestyle habits and consumer and media behaviour of the Czech population.
What makes a proper Christmas? Don’t overdecorate for 45+
The list of the main elements that cannot be missing at Christmas does not differ much across the age groups of Czechs. Here are the top five:
- Family together 75%
- Decorated Christmas tree 67%
- Potato salad 61%
- Days off 56%
- Christmas cookies 52%
But for more mature Czechs, you have to be careful not to overdo it with Christmas decorations and themes. Mature-age Czechs are just as keen on a decorated tree as the rest of us, but otherwise they don’t spend as much on Christmas decorations.
For example, Christmas street decorations are an essential part of Christmas for 30% of Czechs aged 25-44, but only 23% of Czechs aged 45-64. There is an even bigger difference with Christmas markets - they are essential for 28% of 25-44 year olds, but only 19% of 45-64 year olds.
The popularity of detective stories and crime series increases with age
What would Christmas be without television? Here, too, we find some differences between age groups. In general, we can say that comedies dominate across the ages in the Czech Republic, so Pelíšky is a must for Christmas. Only 40% of Czech adults prefer fairy tales, but if you combine a fairy tale with a comedy, your success is almost guaranteed.
The popularity of detective stories and crime series grows with age (we won’t speculate why at Christmas), and the same goes for documentaries. Conversely, interest in fantasy, action and science fiction declines with age.
Popular genres of films and series: Czech aged 25-44 vs. 45-64
Potato salad: celeriac for 45+, corn for the younger generation
Potato salad is the 3rd most important ingredient of the best Czech Christmas, and its composition will reliably tell you the age of the head of the household (or the person who prepares the salad).
A simple rule applies if you want to appear younger than you are: avoid celeriac. Its presence in Czech potato salads increases steeply with age. If, on the other hand, you have a desire to look like the youngest generation under 24, stuff as much corn and peas as you can into your salad (we are not responsible for the consequences, but a youthful image demands its price).
Are you a charity? The 45+ group is your holy grail
One of the areas where Czechs aged 45-64 stand out above all others is charity. This richest Czech target group knows how to share their income when needed.
In fact, it is these Czechs who contribute the most to charity - not just at Christmas, but in general.
Source: mPanel; GroupMAuthor: Petr Tomáš