United Media Services: Young Romanians prefer to celebrate friendships and relationships, while the rest of Romanians enjoy birthdays, Christmas / Easter and New Year’s more

Most Romanians can’t wait to celebrate birthdays (88%), religious events (80%), the New Year (58%), etc., according to the latest study conducted by United Media Services. The survey captures the essence of how Romanians approach their holidays, emphasizing the balance between tradition and modernity, family and friends and the importance of atmosphere.

People feel enthusiastic about the holidays, seeing them as joyous occasions that strengthen family, connections that provide relaxation and foster a sense of community. Personal events and national holidays are celebrated with family and friends, with religious holidays being more family-focused, while less traditional holidays are predominantly celebrated with friends.

What’s more, for around 60% of our countrymen, holidays are about personal well-being, marking special occasions and expressing love and appreciation. 53% of Romanians consider it a good opportunity to connect with others, 29% to commemorate religious events, culture and family tradition, while only 4% consider it a good reason to impress their friends/followers or express your own identity.

“In Romania, holidays are not just events – they are sincere expressions of love, joy and appreciation. For Romanians, every holiday is a chance to strengthen bonds with family and friends while marking life’s special moments. Whether it’s a birthday, Christmas, Easter or New Year’s Eve, Romanians pour their enthusiasm into these gatherings. While traditional religious holidays such as Christmas or Easter are usually celebrated at home with family, less conventional holidays such as casual get-togethers are more common among friends, offering a mix of home gatherings, clubbing/ bars, restaurant dinners, picnics and other outdoor activities. The young generation in Romania is particularly passionate about celebrating relationships and friendships,” said Anca Băcăianu, Head of Strategy & Research at United Media Services.

Romanians, the soul of the party

A country of hedonistic people, according to the United Media Services study, with 45% of Romanians organizing parties at home once every few months, 12% once a month and another 12% with a frequency of 2-3 weeks or even more often .

In all this context, the consumption of food and drink varies according to the occasion: personal events favor wine, beer and home-cooked food; religious and national holidays lean toward wine, spirits, and traditional foods, while less traditional holidays focus on beer and various catering options.

As might be expected, Romanians prefer to shop at supermarkets and hypermarkets (71%), shopping at malls and shopping centers (47%), specialized stores (39% – preferred by women), online stores (eMag, Freshful, etc.) – 32%. Only 21% choose the market or small / neighborhood shops (19%).

How parties should be

For Romanians, the most important aspect of a party is the creation of a suitable atmosphere, the celebrations should be relaxing, intimate and funny. Therefore, planning takes between 2 and 4 weeks for 33% of respondents, or exactly the opposite – just a few days (29%) or a week (26%).

However, only 2 out of 5 Romanians set a budget beforehand or adapt the menu to the guests’ needs. Social media only brings inspiration for 23% of respondents, only 12% send digital invitations, with 15% turning to themed parties. A differentiating aspect here is made by the age of those organizing the parties.

When, however, it is desired to optimize budgets, the respondents declare that they shop according to the discounts and promotional products available (47%) or reduce the number of guests (26%) or use handmade decorations (21%).

Methodology

The study was conducted between August 5-7, 2024. With a representative sample of 400 respondents aged between 18 and 55, coming from urban environments and having a medium and high level of education, the research provides a detailed insight into the ways in which Romanians celebrate.

About United Media Services

United Media Services is a full-service media agency, with a department dedicated to research & consumer insights, as well as digital services (performance marketing, data & analytics, programmatic, SEO). The agency currently works for more than 100 clients and 200 brands in dynamic and challenging categories such as retail, pharma, telecom, e-commerce, FMCGs, financial or automotive.