of the United Kingdom’s capitol city.
The holidays have long been associated with overindulgence, from cookie swaps to holiday feasts and the long-awaited New Year’s Eve parties. But with 22% of US homes now having at least one person on GLP-1s, many are wondering how growing adoption will impact how we eat, drink, and celebrate this holiday season.
In our 2026 Wellness Signal Report, we found that GLP-1s relocate friction from the scale into other areas of consumers’ lives, from what they wore to how they exercised, and even how they shopped. We’re seeing a similar pattern emerge heading into the holidays, but the severity of this friction depends on how each person manages their treatments leading up to, during, and immediately after the peak holiday season.
Erin Keyes, Senior Director of Professional Wellness & Longevity at medical aesthetics data and analytics company Guidepoint Qsight, sees four distinct user groups:
- GLP-1s as a holiday guardrail: Some patients may start or continue treatment going into the holidays when frequent gatherings, rich food, and alcohol can make healthy choices harder. Appetite suppression helps provide structure through the season.
- Pausing for the holidays and restarting in January: GLP-1s reduce appetite and interest in drinking alcohol, so some users decide to pause treatment entirely during the holiday season.
- Steady, routine use: Keyes noted that a growing share of users treat GLP-1s as an ongoing part of managing weight, blood sugar, and overall health. Qsight found that nearly 30% of current users plan to stay on them indefinitely. For this group, holiday timing likely makes little difference.
- Non-weight-loss use: For patients taking GLP-1s for diabetes, cardiovascular health, or emerging areas such as pain and inflammation, use is typically tied to medical need rather than the calendar.
The first two groups adapt their habits to the calendar, and their choices ripple into holiday customs and traditions. As we head into the holiday season, we must ask what new friction points emerge when consumers participate in holiday customs and traditions. Which traditions survive, which evolve, and how will it impact the way retailers serve and sell to them through New Year’s Day?
The Dinner Table: Redefining Indulgence
When people are on GLP-1s, they must think critically about when and how they indulge. Alcohol consumption and overeating, especially high-fat foods, can create nausea, bloating, reflux, and even vomiting. That means the strongest aftershocks hit the dinner table, where the most potent holiday customs live, especially because “if someone in the house is on a GLP-1, the whole house eats healthier,” noted Katie Thomas, who leads the Kearney Consumer Institute (KCI).
Looking at general spending habits, Cornell and Numerator found that households cut grocery spending by 5.3% within the first six months of GLP-1 use. Most of the decline was in savory snacks, while yogurt, fresh fruit, and protein-based snacks saw the biggest gains. The holiday menu is a bit harder to change because “tradition reigns supreme,” Thomas said. “If there are foods or dishes that are part of a holiday tradition, they tend to be sticky. You can assume people may be ordering two pies instead of three, but consumers won’t be completely giving up on anything.”
This aligns with the underlying question of whether consumers’ diets actually change long term, especially once they’ve grown used to GLP-1 side effects. “The data shows that after people have been on GLP-1s for nine months, they tend to slip back into their old food habits and let the shot do the work for them," Thomas said. "Holiday is a great example of that: I’m still going to make a lot of the same things or have the same dishes, but maybe we won’t eat quite as much of it.”
Data points to a similar shift at the bar cart. GLP-1 users drink less alcohol in total volume, and are replacing their typical cocktails with sparkling and flavored waters (48%) and low-alcohol alternatives (47%), according to EY. Trade publications are connecting these behaviors to the 15.4% drop in US spirits sales in the first half of 2026.
The main takeaway: Indulgence is being redefined to focus on quality over quantity. An internal Lindt study using Circana data found US sales of premium chocolate increasing among GLP-1 users by 17% in 2025—more than double the growth among non-GLP-1 users (+6.5%).
The Party: Leaning Into Maximalism
GLP-1 users see greater fit volatility, which means they’re more likely to rent clothing before overhauling their wardrobes. But they still spend more on apparel than their peers. While 25% of all respondents said they planned to spend more over the next year, that number rose to 40% among GLP-1 users. During the holiday season in particular, with its cocktail parties, glitzy events, and themed family photos, consumers are more likely to splurge on a new look that reflects their newfound personal taste and style.
“In general, we’re seeing people spending on clothes—it’s popping more than any other category,” Thomas said. “I was just looking at some data that was comparing 2016 to 2026, and there was a big shift in favor of clothes. But there are different stages for GLP-1 users. Some are buying inexpensive clothes because they’re not sure what size they’ll land at. But then once people settle into a size, they’re feeling really reinvigorated by their new size, and that’s an opportunity for them to refresh their style and wear things maybe they didn’t feel like they could or wanted to wear before. I think you’re going to see that in the holiday spend.”
That desire for reinvention correlates with a broader cultural swing toward maximalism. “There are a lot of competing factors, but yes, you’re going to see the end of neutrals,” Thomas said. “People are over quiet luxury; they want color. You’re seeing it on the runways, which means you’ll see it on the streets for the next year or two.”
The main takeaway: Some consumers, especially Gen Z, enjoy the predictability of a “uniform,” such as a black tank and baggy jeans, Thomas said. “When you’re younger, you want to fit in.” Yet there is a clear uptick in experimentation through patterns, materials, and more vibrant colors. Apparel brands and retailers should merchandise these bold and bombastic looks for the reinvented consumer, who wants to start the holiday season with a bang.
The Gift Exchange: Going All-In on Wellness
GLP-1s have “settled into a space that’s shared between wellness and healthcare,” Keyes explained. Within medical aesthetics, medspas account for 86% of GLP-1 transactions, compared with 14% at physician aesthetic practices. That environment opens the door to additional procedures that either support consumers in their weight-loss journey or add to their newly established wellness routines.
In Qsight’s 2026 US Consumer Survey, nearly two-thirds of GLP-1 users said they received at least one other service alongside their treatment, with the most common being nutrition counseling and fitness or movement coaching. About one in four users said they’re more interested in non-surgical skin tightening now, followed closely by facials and other aesthetic services.
Keyes noted a clear gap between interest and action, which suggests that “experiential gifts” and gift cards for procedures may not reach peak penetration this year. Wellness products, however, may be a bigger opportunity. “People like the unwrapping; they want to gift products, so I would watch for movement in a lot of those wellness products,” Thomas said. Red-light therapy masks and vibration plates, for instance, can support GLP-1 users as they navigate new side effects, while still appealing to a broader, more wellness-focused customer base.
The main takeaway: GLP-1 households spend about 30% more on beauty, according to Circana. However, two-thirds of current GLP-1 users said they haven’t shared with some friends and family members that they’re on the drugs. This shows that while interest in beauty and wellness products is growing, GLP-1 and weight-loss-specific messaging may work against brands.
Friction Hits the New Year
Guidepoint Qsight data shows GLP-1 activity at aesthetic practices moving with the broader market. It dips in November and picks up again in December. Yet when January hits, GLP-1 transactions have historically increased while all other aesthetics fell, showing us that many consumers are eager to get a head start on their resolutions after a season of indulgences.
The behaviors mirror what we typically see in retail. When the celebrations are over and the gifts are unwrapped, consumers rush to stores to use up their gift cards and return unwanted items. They sign up for gym memberships and make over their pantries. And the GLP-1 users who paused their treatments to enjoy the magic of the holidays will restart their new habits.
Although the heart of many traditions will hold, friction will relocate this holiday season to the host’s menu, the party dress, and the gift tag. And brands can now help shoppers celebrate a bit differently, even more intentionally.
Download Frictionless Wellness, our Wellness Signal Report, for more data on how GLP-1s are reshaping culture and commerce.
The holidays have long been associated with overindulgence, from cookie swaps to holiday feasts and the long-awaited New Year’s Eve parties. But with 22% of US homes now having at least one person on GLP-1s, many are wondering how growing adoption will impact how we eat, drink, and celebrate this holiday season.
In our 2026 Wellness Signal Report, we found that GLP-1s relocate friction from the scale into other areas of consumers’ lives, from what they wore to how they exercised, and even how they shopped. We’re seeing a similar pattern emerge heading into the holidays, but the severity of this friction depends on how each person manages their treatments leading up to, during, and immediately after the peak holiday season.
Erin Keyes, Senior Director of Professional Wellness & Longevity at medical aesthetics data and analytics company Guidepoint Qsight, sees four distinct user groups:
- GLP-1s as a holiday guardrail: Some patients may start or continue treatment going into the holidays when frequent gatherings, rich food, and alcohol can make healthy choices harder. Appetite suppression helps provide structure through the season.
- Pausing for the holidays and restarting in January: GLP-1s reduce appetite and interest in drinking alcohol, so some users decide to pause treatment entirely during the holiday season.
- Steady, routine use: Keyes noted that a growing share of users treat GLP-1s as an ongoing part of managing weight, blood sugar, and overall health. Qsight found that nearly 30% of current users plan to stay on them indefinitely. For this group, holiday timing likely makes little difference.
- Non-weight-loss use: For patients taking GLP-1s for diabetes, cardiovascular health, or emerging areas such as pain and inflammation, use is typically tied to medical need rather than the calendar.
The first two groups adapt their habits to the calendar, and their choices ripple into holiday customs and traditions. As we head into the holiday season, we must ask what new friction points emerge when consumers participate in holiday customs and traditions. Which traditions survive, which evolve, and how will it impact the way retailers serve and sell to them through New Year’s Day?
The Dinner Table: Redefining Indulgence
When people are on GLP-1s, they must think critically about when and how they indulge. Alcohol consumption and overeating, especially high-fat foods, can create nausea, bloating, reflux, and even vomiting. That means the strongest aftershocks hit the dinner table, where the most potent holiday customs live, especially because “if someone in the house is on a GLP-1, the whole house eats healthier,” noted Katie Thomas, who leads the Kearney Consumer Institute (KCI).
Looking at general spending habits, Cornell and Numerator found that households cut grocery spending by 5.3% within the first six months of GLP-1 use. Most of the decline was in savory snacks, while yogurt, fresh fruit, and protein-based snacks saw the biggest gains. The holiday menu is a bit harder to change because “tradition reigns supreme,” Thomas said. “If there are foods or dishes that are part of a holiday tradition, they tend to be sticky. You can assume people may be ordering two pies instead of three, but consumers won’t be completely giving up on anything.”
This aligns with the underlying question of whether consumers’ diets actually change long term, especially once they’ve grown used to GLP-1 side effects. “The data shows that after people have been on GLP-1s for nine months, they tend to slip back into their old food habits and let the shot do the work for them," Thomas said. "Holiday is a great example of that: I’m still going to make a lot of the same things or have the same dishes, but maybe we won’t eat quite as much of it.”
Data points to a similar shift at the bar cart. GLP-1 users drink less alcohol in total volume, and are replacing their typical cocktails with sparkling and flavored waters (48%) and low-alcohol alternatives (47%), according to EY. Trade publications are connecting these behaviors to the 15.4% drop in US spirits sales in the first half of 2026.
The main takeaway: Indulgence is being redefined to focus on quality over quantity. An internal Lindt study using Circana data found US sales of premium chocolate increasing among GLP-1 users by 17% in 2025—more than double the growth among non-GLP-1 users (+6.5%).
The Party: Leaning Into Maximalism
GLP-1 users see greater fit volatility, which means they’re more likely to rent clothing before overhauling their wardrobes. But they still spend more on apparel than their peers. While 25% of all respondents said they planned to spend more over the next year, that number rose to 40% among GLP-1 users. During the holiday season in particular, with its cocktail parties, glitzy events, and themed family photos, consumers are more likely to splurge on a new look that reflects their newfound personal taste and style.
“In general, we’re seeing people spending on clothes—it’s popping more than any other category,” Thomas said. “I was just looking at some data that was comparing 2016 to 2026, and there was a big shift in favor of clothes. But there are different stages for GLP-1 users. Some are buying inexpensive clothes because they’re not sure what size they’ll land at. But then once people settle into a size, they’re feeling really reinvigorated by their new size, and that’s an opportunity for them to refresh their style and wear things maybe they didn’t feel like they could or wanted to wear before. I think you’re going to see that in the holiday spend.”
That desire for reinvention correlates with a broader cultural swing toward maximalism. “There are a lot of competing factors, but yes, you’re going to see the end of neutrals,” Thomas said. “People are over quiet luxury; they want color. You’re seeing it on the runways, which means you’ll see it on the streets for the next year or two.”
The main takeaway: Some consumers, especially Gen Z, enjoy the predictability of a “uniform,” such as a black tank and baggy jeans, Thomas said. “When you’re younger, you want to fit in.” Yet there is a clear uptick in experimentation through patterns, materials, and more vibrant colors. Apparel brands and retailers should merchandise these bold and bombastic looks for the reinvented consumer, who wants to start the holiday season with a bang.
The Gift Exchange: Going All-In on Wellness
GLP-1s have “settled into a space that’s shared between wellness and healthcare,” Keyes explained. Within medical aesthetics, medspas account for 86% of GLP-1 transactions, compared with 14% at physician aesthetic practices. That environment opens the door to additional procedures that either support consumers in their weight-loss journey or add to their newly established wellness routines.
In Qsight’s 2026 US Consumer Survey, nearly two-thirds of GLP-1 users said they received at least one other service alongside their treatment, with the most common being nutrition counseling and fitness or movement coaching. About one in four users said they’re more interested in non-surgical skin tightening now, followed closely by facials and other aesthetic services.
Keyes noted a clear gap between interest and action, which suggests that “experiential gifts” and gift cards for procedures may not reach peak penetration this year. Wellness products, however, may be a bigger opportunity. “People like the unwrapping; they want to gift products, so I would watch for movement in a lot of those wellness products,” Thomas said. Red-light therapy masks and vibration plates, for instance, can support GLP-1 users as they navigate new side effects, while still appealing to a broader, more wellness-focused customer base.
The main takeaway: GLP-1 households spend about 30% more on beauty, according to Circana. However, two-thirds of current GLP-1 users said they haven’t shared with some friends and family members that they’re on the drugs. This shows that while interest in beauty and wellness products is growing, GLP-1 and weight-loss-specific messaging may work against brands.
Friction Hits the New Year
Guidepoint Qsight data shows GLP-1 activity at aesthetic practices moving with the broader market. It dips in November and picks up again in December. Yet when January hits, GLP-1 transactions have historically increased while all other aesthetics fell, showing us that many consumers are eager to get a head start on their resolutions after a season of indulgences.
The behaviors mirror what we typically see in retail. When the celebrations are over and the gifts are unwrapped, consumers rush to stores to use up their gift cards and return unwanted items. They sign up for gym memberships and make over their pantries. And the GLP-1 users who paused their treatments to enjoy the magic of the holidays will restart their new habits.
Although the heart of many traditions will hold, friction will relocate this holiday season to the host’s menu, the party dress, and the gift tag. And brands can now help shoppers celebrate a bit differently, even more intentionally.
Download Frictionless Wellness, our Wellness Signal Report, for more data on how GLP-1s are reshaping culture and commerce.
The holidays have long been associated with overindulgence, from cookie swaps to holiday feasts and the long-awaited New Year’s Eve parties. But with 22% of US homes now having at least one person on GLP-1s, many are wondering how growing adoption will impact how we eat, drink, and celebrate this holiday season.
In our 2026 Wellness Signal Report, we found that GLP-1s relocate friction from the scale into other areas of consumers’ lives, from what they wore to how they exercised, and even how they shopped. We’re seeing a similar pattern emerge heading into the holidays, but the severity of this friction depends on how each person manages their treatments leading up to, during, and immediately after the peak holiday season.
Erin Keyes, Senior Director of Professional Wellness & Longevity at medical aesthetics data and analytics company Guidepoint Qsight, sees four distinct user groups:
- GLP-1s as a holiday guardrail: Some patients may start or continue treatment going into the holidays when frequent gatherings, rich food, and alcohol can make healthy choices harder. Appetite suppression helps provide structure through the season.
- Pausing for the holidays and restarting in January: GLP-1s reduce appetite and interest in drinking alcohol, so some users decide to pause treatment entirely during the holiday season.
- Steady, routine use: Keyes noted that a growing share of users treat GLP-1s as an ongoing part of managing weight, blood sugar, and overall health. Qsight found that nearly 30% of current users plan to stay on them indefinitely. For this group, holiday timing likely makes little difference.
- Non-weight-loss use: For patients taking GLP-1s for diabetes, cardiovascular health, or emerging areas such as pain and inflammation, use is typically tied to medical need rather than the calendar.
The first two groups adapt their habits to the calendar, and their choices ripple into holiday customs and traditions. As we head into the holiday season, we must ask what new friction points emerge when consumers participate in holiday customs and traditions. Which traditions survive, which evolve, and how will it impact the way retailers serve and sell to them through New Year’s Day?
The Dinner Table: Redefining Indulgence
When people are on GLP-1s, they must think critically about when and how they indulge. Alcohol consumption and overeating, especially high-fat foods, can create nausea, bloating, reflux, and even vomiting. That means the strongest aftershocks hit the dinner table, where the most potent holiday customs live, especially because “if someone in the house is on a GLP-1, the whole house eats healthier,” noted Katie Thomas, who leads the Kearney Consumer Institute (KCI).
Looking at general spending habits, Cornell and Numerator found that households cut grocery spending by 5.3% within the first six months of GLP-1 use. Most of the decline was in savory snacks, while yogurt, fresh fruit, and protein-based snacks saw the biggest gains. The holiday menu is a bit harder to change because “tradition reigns supreme,” Thomas said. “If there are foods or dishes that are part of a holiday tradition, they tend to be sticky. You can assume people may be ordering two pies instead of three, but consumers won’t be completely giving up on anything.”
This aligns with the underlying question of whether consumers’ diets actually change long term, especially once they’ve grown used to GLP-1 side effects. “The data shows that after people have been on GLP-1s for nine months, they tend to slip back into their old food habits and let the shot do the work for them," Thomas said. "Holiday is a great example of that: I’m still going to make a lot of the same things or have the same dishes, but maybe we won’t eat quite as much of it.”
Data points to a similar shift at the bar cart. GLP-1 users drink less alcohol in total volume, and are replacing their typical cocktails with sparkling and flavored waters (48%) and low-alcohol alternatives (47%), according to EY. Trade publications are connecting these behaviors to the 15.4% drop in US spirits sales in the first half of 2026.
The main takeaway: Indulgence is being redefined to focus on quality over quantity. An internal Lindt study using Circana data found US sales of premium chocolate increasing among GLP-1 users by 17% in 2025—more than double the growth among non-GLP-1 users (+6.5%).
The Party: Leaning Into Maximalism
GLP-1 users see greater fit volatility, which means they’re more likely to rent clothing before overhauling their wardrobes. But they still spend more on apparel than their peers. While 25% of all respondents said they planned to spend more over the next year, that number rose to 40% among GLP-1 users. During the holiday season in particular, with its cocktail parties, glitzy events, and themed family photos, consumers are more likely to splurge on a new look that reflects their newfound personal taste and style.
“In general, we’re seeing people spending on clothes—it’s popping more than any other category,” Thomas said. “I was just looking at some data that was comparing 2016 to 2026, and there was a big shift in favor of clothes. But there are different stages for GLP-1 users. Some are buying inexpensive clothes because they’re not sure what size they’ll land at. But then once people settle into a size, they’re feeling really reinvigorated by their new size, and that’s an opportunity for them to refresh their style and wear things maybe they didn’t feel like they could or wanted to wear before. I think you’re going to see that in the holiday spend.”
That desire for reinvention correlates with a broader cultural swing toward maximalism. “There are a lot of competing factors, but yes, you’re going to see the end of neutrals,” Thomas said. “People are over quiet luxury; they want color. You’re seeing it on the runways, which means you’ll see it on the streets for the next year or two.”
The main takeaway: Some consumers, especially Gen Z, enjoy the predictability of a “uniform,” such as a black tank and baggy jeans, Thomas said. “When you’re younger, you want to fit in.” Yet there is a clear uptick in experimentation through patterns, materials, and more vibrant colors. Apparel brands and retailers should merchandise these bold and bombastic looks for the reinvented consumer, who wants to start the holiday season with a bang.
The Gift Exchange: Going All-In on Wellness
GLP-1s have “settled into a space that’s shared between wellness and healthcare,” Keyes explained. Within medical aesthetics, medspas account for 86% of GLP-1 transactions, compared with 14% at physician aesthetic practices. That environment opens the door to additional procedures that either support consumers in their weight-loss journey or add to their newly established wellness routines.
In Qsight’s 2026 US Consumer Survey, nearly two-thirds of GLP-1 users said they received at least one other service alongside their treatment, with the most common being nutrition counseling and fitness or movement coaching. About one in four users said they’re more interested in non-surgical skin tightening now, followed closely by facials and other aesthetic services.
Keyes noted a clear gap between interest and action, which suggests that “experiential gifts” and gift cards for procedures may not reach peak penetration this year. Wellness products, however, may be a bigger opportunity. “People like the unwrapping; they want to gift products, so I would watch for movement in a lot of those wellness products,” Thomas said. Red-light therapy masks and vibration plates, for instance, can support GLP-1 users as they navigate new side effects, while still appealing to a broader, more wellness-focused customer base.
The main takeaway: GLP-1 households spend about 30% more on beauty, according to Circana. However, two-thirds of current GLP-1 users said they haven’t shared with some friends and family members that they’re on the drugs. This shows that while interest in beauty and wellness products is growing, GLP-1 and weight-loss-specific messaging may work against brands.
Friction Hits the New Year
Guidepoint Qsight data shows GLP-1 activity at aesthetic practices moving with the broader market. It dips in November and picks up again in December. Yet when January hits, GLP-1 transactions have historically increased while all other aesthetics fell, showing us that many consumers are eager to get a head start on their resolutions after a season of indulgences.
The behaviors mirror what we typically see in retail. When the celebrations are over and the gifts are unwrapped, consumers rush to stores to use up their gift cards and return unwanted items. They sign up for gym memberships and make over their pantries. And the GLP-1 users who paused their treatments to enjoy the magic of the holidays will restart their new habits.
Although the heart of many traditions will hold, friction will relocate this holiday season to the host’s menu, the party dress, and the gift tag. And brands can now help shoppers celebrate a bit differently, even more intentionally.
Download Frictionless Wellness, our Wellness Signal Report, for more data on how GLP-1s are reshaping culture and commerce.
The holidays have long been associated with overindulgence, from cookie swaps to holiday feasts and the long-awaited New Year’s Eve parties. But with 22% of US homes now having at least one person on GLP-1s, many are wondering how growing adoption will impact how we eat, drink, and celebrate this holiday season.
In our 2026 Wellness Signal Report, we found that GLP-1s relocate friction from the scale into other areas of consumers’ lives, from what they wore to how they exercised, and even how they shopped. We’re seeing a similar pattern emerge heading into the holidays, but the severity of this friction depends on how each person manages their treatments leading up to, during, and immediately after the peak holiday season.
Erin Keyes, Senior Director of Professional Wellness & Longevity at medical aesthetics data and analytics company Guidepoint Qsight, sees four distinct user groups:
- GLP-1s as a holiday guardrail: Some patients may start or continue treatment going into the holidays when frequent gatherings, rich food, and alcohol can make healthy choices harder. Appetite suppression helps provide structure through the season.
- Pausing for the holidays and restarting in January: GLP-1s reduce appetite and interest in drinking alcohol, so some users decide to pause treatment entirely during the holiday season.
- Steady, routine use: Keyes noted that a growing share of users treat GLP-1s as an ongoing part of managing weight, blood sugar, and overall health. Qsight found that nearly 30% of current users plan to stay on them indefinitely. For this group, holiday timing likely makes little difference.
- Non-weight-loss use: For patients taking GLP-1s for diabetes, cardiovascular health, or emerging areas such as pain and inflammation, use is typically tied to medical need rather than the calendar.
The first two groups adapt their habits to the calendar, and their choices ripple into holiday customs and traditions. As we head into the holiday season, we must ask what new friction points emerge when consumers participate in holiday customs and traditions. Which traditions survive, which evolve, and how will it impact the way retailers serve and sell to them through New Year’s Day?
The Dinner Table: Redefining Indulgence
When people are on GLP-1s, they must think critically about when and how they indulge. Alcohol consumption and overeating, especially high-fat foods, can create nausea, bloating, reflux, and even vomiting. That means the strongest aftershocks hit the dinner table, where the most potent holiday customs live, especially because “if someone in the house is on a GLP-1, the whole house eats healthier,” noted Katie Thomas, who leads the Kearney Consumer Institute (KCI).
Looking at general spending habits, Cornell and Numerator found that households cut grocery spending by 5.3% within the first six months of GLP-1 use. Most of the decline was in savory snacks, while yogurt, fresh fruit, and protein-based snacks saw the biggest gains. The holiday menu is a bit harder to change because “tradition reigns supreme,” Thomas said. “If there are foods or dishes that are part of a holiday tradition, they tend to be sticky. You can assume people may be ordering two pies instead of three, but consumers won’t be completely giving up on anything.”
This aligns with the underlying question of whether consumers’ diets actually change long term, especially once they’ve grown used to GLP-1 side effects. “The data shows that after people have been on GLP-1s for nine months, they tend to slip back into their old food habits and let the shot do the work for them," Thomas said. "Holiday is a great example of that: I’m still going to make a lot of the same things or have the same dishes, but maybe we won’t eat quite as much of it.”
Data points to a similar shift at the bar cart. GLP-1 users drink less alcohol in total volume, and are replacing their typical cocktails with sparkling and flavored waters (48%) and low-alcohol alternatives (47%), according to EY. Trade publications are connecting these behaviors to the 15.4% drop in US spirits sales in the first half of 2026.
The main takeaway: Indulgence is being redefined to focus on quality over quantity. An internal Lindt study using Circana data found US sales of premium chocolate increasing among GLP-1 users by 17% in 2025—more than double the growth among non-GLP-1 users (+6.5%).
The Party: Leaning Into Maximalism
GLP-1 users see greater fit volatility, which means they’re more likely to rent clothing before overhauling their wardrobes. But they still spend more on apparel than their peers. While 25% of all respondents said they planned to spend more over the next year, that number rose to 40% among GLP-1 users. During the holiday season in particular, with its cocktail parties, glitzy events, and themed family photos, consumers are more likely to splurge on a new look that reflects their newfound personal taste and style.
“In general, we’re seeing people spending on clothes—it’s popping more than any other category,” Thomas said. “I was just looking at some data that was comparing 2016 to 2026, and there was a big shift in favor of clothes. But there are different stages for GLP-1 users. Some are buying inexpensive clothes because they’re not sure what size they’ll land at. But then once people settle into a size, they’re feeling really reinvigorated by their new size, and that’s an opportunity for them to refresh their style and wear things maybe they didn’t feel like they could or wanted to wear before. I think you’re going to see that in the holiday spend.”
That desire for reinvention correlates with a broader cultural swing toward maximalism. “There are a lot of competing factors, but yes, you’re going to see the end of neutrals,” Thomas said. “People are over quiet luxury; they want color. You’re seeing it on the runways, which means you’ll see it on the streets for the next year or two.”
The main takeaway: Some consumers, especially Gen Z, enjoy the predictability of a “uniform,” such as a black tank and baggy jeans, Thomas said. “When you’re younger, you want to fit in.” Yet there is a clear uptick in experimentation through patterns, materials, and more vibrant colors. Apparel brands and retailers should merchandise these bold and bombastic looks for the reinvented consumer, who wants to start the holiday season with a bang.
The Gift Exchange: Going All-In on Wellness
GLP-1s have “settled into a space that’s shared between wellness and healthcare,” Keyes explained. Within medical aesthetics, medspas account for 86% of GLP-1 transactions, compared with 14% at physician aesthetic practices. That environment opens the door to additional procedures that either support consumers in their weight-loss journey or add to their newly established wellness routines.
In Qsight’s 2026 US Consumer Survey, nearly two-thirds of GLP-1 users said they received at least one other service alongside their treatment, with the most common being nutrition counseling and fitness or movement coaching. About one in four users said they’re more interested in non-surgical skin tightening now, followed closely by facials and other aesthetic services.
Keyes noted a clear gap between interest and action, which suggests that “experiential gifts” and gift cards for procedures may not reach peak penetration this year. Wellness products, however, may be a bigger opportunity. “People like the unwrapping; they want to gift products, so I would watch for movement in a lot of those wellness products,” Thomas said. Red-light therapy masks and vibration plates, for instance, can support GLP-1 users as they navigate new side effects, while still appealing to a broader, more wellness-focused customer base.
The main takeaway: GLP-1 households spend about 30% more on beauty, according to Circana. However, two-thirds of current GLP-1 users said they haven’t shared with some friends and family members that they’re on the drugs. This shows that while interest in beauty and wellness products is growing, GLP-1 and weight-loss-specific messaging may work against brands.
Friction Hits the New Year
Guidepoint Qsight data shows GLP-1 activity at aesthetic practices moving with the broader market. It dips in November and picks up again in December. Yet when January hits, GLP-1 transactions have historically increased while all other aesthetics fell, showing us that many consumers are eager to get a head start on their resolutions after a season of indulgences.
The behaviors mirror what we typically see in retail. When the celebrations are over and the gifts are unwrapped, consumers rush to stores to use up their gift cards and return unwanted items. They sign up for gym memberships and make over their pantries. And the GLP-1 users who paused their treatments to enjoy the magic of the holidays will restart their new habits.
Although the heart of many traditions will hold, friction will relocate this holiday season to the host’s menu, the party dress, and the gift tag. And brands can now help shoppers celebrate a bit differently, even more intentionally.
Download Frictionless Wellness, our Wellness Signal Report, for more data on how GLP-1s are reshaping culture and commerce.
The holidays have long been associated with overindulgence, from cookie swaps to holiday feasts and the long-awaited New Year’s Eve parties. But with 22% of US homes now having at least one person on GLP-1s, many are wondering how growing adoption will impact how we eat, drink, and celebrate this holiday season.
In our 2026 Wellness Signal Report, we found that GLP-1s relocate friction from the scale into other areas of consumers’ lives, from what they wore to how they exercised, and even how they shopped. We’re seeing a similar pattern emerge heading into the holidays, but the severity of this friction depends on how each person manages their treatments leading up to, during, and immediately after the peak holiday season.
Erin Keyes, Senior Director of Professional Wellness & Longevity at medical aesthetics data and analytics company Guidepoint Qsight, sees four distinct user groups:
- GLP-1s as a holiday guardrail: Some patients may start or continue treatment going into the holidays when frequent gatherings, rich food, and alcohol can make healthy choices harder. Appetite suppression helps provide structure through the season.
- Pausing for the holidays and restarting in January: GLP-1s reduce appetite and interest in drinking alcohol, so some users decide to pause treatment entirely during the holiday season.
- Steady, routine use: Keyes noted that a growing share of users treat GLP-1s as an ongoing part of managing weight, blood sugar, and overall health. Qsight found that nearly 30% of current users plan to stay on them indefinitely. For this group, holiday timing likely makes little difference.
- Non-weight-loss use: For patients taking GLP-1s for diabetes, cardiovascular health, or emerging areas such as pain and inflammation, use is typically tied to medical need rather than the calendar.
The first two groups adapt their habits to the calendar, and their choices ripple into holiday customs and traditions. As we head into the holiday season, we must ask what new friction points emerge when consumers participate in holiday customs and traditions. Which traditions survive, which evolve, and how will it impact the way retailers serve and sell to them through New Year’s Day?
The Dinner Table: Redefining Indulgence
When people are on GLP-1s, they must think critically about when and how they indulge. Alcohol consumption and overeating, especially high-fat foods, can create nausea, bloating, reflux, and even vomiting. That means the strongest aftershocks hit the dinner table, where the most potent holiday customs live, especially because “if someone in the house is on a GLP-1, the whole house eats healthier,” noted Katie Thomas, who leads the Kearney Consumer Institute (KCI).
Looking at general spending habits, Cornell and Numerator found that households cut grocery spending by 5.3% within the first six months of GLP-1 use. Most of the decline was in savory snacks, while yogurt, fresh fruit, and protein-based snacks saw the biggest gains. The holiday menu is a bit harder to change because “tradition reigns supreme,” Thomas said. “If there are foods or dishes that are part of a holiday tradition, they tend to be sticky. You can assume people may be ordering two pies instead of three, but consumers won’t be completely giving up on anything.”
This aligns with the underlying question of whether consumers’ diets actually change long term, especially once they’ve grown used to GLP-1 side effects. “The data shows that after people have been on GLP-1s for nine months, they tend to slip back into their old food habits and let the shot do the work for them," Thomas said. "Holiday is a great example of that: I’m still going to make a lot of the same things or have the same dishes, but maybe we won’t eat quite as much of it.”
Data points to a similar shift at the bar cart. GLP-1 users drink less alcohol in total volume, and are replacing their typical cocktails with sparkling and flavored waters (48%) and low-alcohol alternatives (47%), according to EY. Trade publications are connecting these behaviors to the 15.4% drop in US spirits sales in the first half of 2026.
The main takeaway: Indulgence is being redefined to focus on quality over quantity. An internal Lindt study using Circana data found US sales of premium chocolate increasing among GLP-1 users by 17% in 2025—more than double the growth among non-GLP-1 users (+6.5%).
The Party: Leaning Into Maximalism
GLP-1 users see greater fit volatility, which means they’re more likely to rent clothing before overhauling their wardrobes. But they still spend more on apparel than their peers. While 25% of all respondents said they planned to spend more over the next year, that number rose to 40% among GLP-1 users. During the holiday season in particular, with its cocktail parties, glitzy events, and themed family photos, consumers are more likely to splurge on a new look that reflects their newfound personal taste and style.
“In general, we’re seeing people spending on clothes—it’s popping more than any other category,” Thomas said. “I was just looking at some data that was comparing 2016 to 2026, and there was a big shift in favor of clothes. But there are different stages for GLP-1 users. Some are buying inexpensive clothes because they’re not sure what size they’ll land at. But then once people settle into a size, they’re feeling really reinvigorated by their new size, and that’s an opportunity for them to refresh their style and wear things maybe they didn’t feel like they could or wanted to wear before. I think you’re going to see that in the holiday spend.”
That desire for reinvention correlates with a broader cultural swing toward maximalism. “There are a lot of competing factors, but yes, you’re going to see the end of neutrals,” Thomas said. “People are over quiet luxury; they want color. You’re seeing it on the runways, which means you’ll see it on the streets for the next year or two.”
The main takeaway: Some consumers, especially Gen Z, enjoy the predictability of a “uniform,” such as a black tank and baggy jeans, Thomas said. “When you’re younger, you want to fit in.” Yet there is a clear uptick in experimentation through patterns, materials, and more vibrant colors. Apparel brands and retailers should merchandise these bold and bombastic looks for the reinvented consumer, who wants to start the holiday season with a bang.
The Gift Exchange: Going All-In on Wellness
GLP-1s have “settled into a space that’s shared between wellness and healthcare,” Keyes explained. Within medical aesthetics, medspas account for 86% of GLP-1 transactions, compared with 14% at physician aesthetic practices. That environment opens the door to additional procedures that either support consumers in their weight-loss journey or add to their newly established wellness routines.
In Qsight’s 2026 US Consumer Survey, nearly two-thirds of GLP-1 users said they received at least one other service alongside their treatment, with the most common being nutrition counseling and fitness or movement coaching. About one in four users said they’re more interested in non-surgical skin tightening now, followed closely by facials and other aesthetic services.
Keyes noted a clear gap between interest and action, which suggests that “experiential gifts” and gift cards for procedures may not reach peak penetration this year. Wellness products, however, may be a bigger opportunity. “People like the unwrapping; they want to gift products, so I would watch for movement in a lot of those wellness products,” Thomas said. Red-light therapy masks and vibration plates, for instance, can support GLP-1 users as they navigate new side effects, while still appealing to a broader, more wellness-focused customer base.
The main takeaway: GLP-1 households spend about 30% more on beauty, according to Circana. However, two-thirds of current GLP-1 users said they haven’t shared with some friends and family members that they’re on the drugs. This shows that while interest in beauty and wellness products is growing, GLP-1 and weight-loss-specific messaging may work against brands.
Friction Hits the New Year
Guidepoint Qsight data shows GLP-1 activity at aesthetic practices moving with the broader market. It dips in November and picks up again in December. Yet when January hits, GLP-1 transactions have historically increased while all other aesthetics fell, showing us that many consumers are eager to get a head start on their resolutions after a season of indulgences.
The behaviors mirror what we typically see in retail. When the celebrations are over and the gifts are unwrapped, consumers rush to stores to use up their gift cards and return unwanted items. They sign up for gym memberships and make over their pantries. And the GLP-1 users who paused their treatments to enjoy the magic of the holidays will restart their new habits.
Although the heart of many traditions will hold, friction will relocate this holiday season to the host’s menu, the party dress, and the gift tag. And brands can now help shoppers celebrate a bit differently, even more intentionally.
Download Frictionless Wellness, our Wellness Signal Report, for more data on how GLP-1s are reshaping culture and commerce.
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