Introduction
Pride Month – which happens each June – is a time to recognize, celebrate and support the LGBTQ+ community. While some consumers participate in Pride Month festivities, others opt to show their support with their dollars – often by supporting LGBTQ+ causes and purchasing Pride-themed merchandise.
What can we expect from consumers during Pride Month 2024? Recently, we surveyed more than 10,000 consumers in the US to find out.
Based on our analysis of this data, we identified:
- How many consumers plan to celebrate Pride
- How they plan to celebrate
- Whether they plan to purchase Pride merchandise – and what matters to them when they do
We also identified how these trends vary based on demographics like age and gender identity.
In this report, we’ll share our key takeaways.