The holiday season is all about giving, gathering, and gratitude. But between wrapping gifts and setting the table, not everyone celebrates the same way. To uncover how Americans are embracing the season of thanks, we surveyed 1,800 people nationwide and analyzed public data on generosity, good deeds, and holiday habits.
From regifters and early decorators to extra-generous tippers, The Naughty or Nice Index reveals which states are most thankful, and which might need a friendly reminder to stay on Santa’s good side.
Key Findings
-
Nebraska, Maine, and Utah are the most thankful states, while California, Michigan, and Georgia are the least thankful.
-
Mississippi, California, and New Jersey are the nicest states, but Missouri, Virginia, and Hawaii are the naughtiest.
-
23% admit to regularly regifting presents they don’t like, and 54% have done it at least once.
-
90% have lied by telling someone they liked a gift when they didn’t.
-
49% admit to buying for themselves while holiday shopping.
-
22% still peek or open their holiday presents early.
-
39% don’t plan on donating anything this holiday season.
-
38% plan on tipping service workers extra this holiday season, but 42% will not tip more.
The Most and Least Thankful States
When it comes to showing gratitude, some states are leading by example. To uncover where thankfulness truly shines, we built a Thankfulness Index that measures how Americans express appreciation both emotionally and through action.
The index combines survey responses from 1,800 adults nationwide with data from Toast (average tipping rates), AmeriCorps (volunteering rates), and IRS charitable giving reports. Each component reflects a different side of gratitude, from generosity toward others to participation in community service.
To calculate each state’s final score (ranging from –100 to 100), we gave greater weight to actions that demonstrate direct generosity:
-
36%: How respondents said they plan to give back to their community this Thanksgiving (e.g., donating food, volunteering, or hosting others)
-
12%: What they plan to do with leftover food (e.g., donating or sharing vs. wasting)
-
9% each: External data on tipping, volunteering, and charitable donations
-
8%: Whether people feel more thankful than last year
-
4%: How much they plan to spend on Thanksgiving celebrations
-
8%: Likelihood of inviting non-family guests to Thanksgiving
At the top of the list are Nebraska, Maine, and Utah, where residents go above and beyond to show appreciation through action, from volunteering their time to sharing meals with neighbors. Meanwhile, California, Michigan, and Georgia ranked lowest, signaling that while gratitude is widespread, some regions may be feeling a little less festive this season.
In short, the data reveals where gratitude shines brightest and where there’s still room for a little more holiday spirit.
The Naughty or Nice Index
Next, we checked Santa’s list twice. We wanted to see which states are spreading the most cheer this season and which might be landing on the naughty side of the ledger.
To build our Naughty or Nice Index, we combined insights from our national survey of 1,800 Americans with Google Trends data for seven holiday-related searches, including Secret Santa generator, DIY gifts, and toy drives. Each state earned a score from -100 to 100, reflecting a mix of generosity, etiquette, and seasonal enthusiasm.
Here is how the scoring worked:
-
21%: Holiday-related search activity between November 1 and December 31, 2024
-
10%: Each from when people finish their holiday shopping, how much they plan to donate, and when they decorate
-
8%: Each from sending thank-you cards, pretending to like unwanted gifts, and regifting
-
7%: Each from extra holiday tipping, peeking at gifts early, and self-gifting while shopping for others
-
4%: From planned holiday spending
This mix of generosity, good manners, and festive readiness revealed which states are truly glowing with holiday spirit.
According to our findings, Mississippi, California, and New Jersey top Santa’s nice list, excelling in generosity, etiquette, and celebration. On the other hand, Missouri, Virginia, and Hawaii might be getting a gentle nudge from Santa this year. Whether they are late to decorate or not quite as generous with thank-you cards, there is still time to rediscover the joy of the season.
Being nice is not only about perfect manners. It is about the kindness we share and the cheer we bring to others, long after the last gift is unwrapped.
Holiday Habits: From Decked Halls to Sneaky Peeks
Before we close Santa’s ledger, we wanted to dig a little deeper into the habits that make the holidays so human. To capture the spirit behind the numbers, we asked Americans to share their most honest holiday habits.
When it comes to gifting, the season of giving often includes a little giving to ourselves. Forty-nine percent of shoppers admit they buy something for themselves while shopping for others. And while everyone loves to unwrap a surprise, 54% have regifted something they didn’t love, and a remarkable 90% have told a lie about liking a gift.
The mischief doesn’t stop there; Twenty-two percent of people admit they still peek at presents before Christmas Day.
On the generosity front, Americans are trying to spread cheer in their own ways. Thirty-eight percent say they plan to tip service workers extra this season, but 42% will skip the added gratuity. And while 39% don’t plan to donate money at all, 29% intend to give up to $50.
Still, not every good intention makes the nice list. More than one-third of people say they aren’t planning to volunteer or give back this year, and 54% rarely or never send thank-you cards for gifts they receive.
Even decorating habits reveal how varied our celebrations can be. Nearly one in four Americans start decking the halls before Thanksgiving, while others (16%) prefer to wait or skip it entirely.
Across the Country, Small Actions Warm the Season
No matter how you celebrate or where your state lands on the list, the heart of the holidays comes down to small, thoughtful moments. A neighbor’s doorstep surprise, a child’s handmade card, or a shared laugh over cocoa can melt even the frostiest December day. And when you and your family cozy up in holiday pajamas, waiting for Santa or the New Year, it’s easy to feel what the holidays are truly about.
Methodology
To identify which states were the most and least thankful, we combined data from our nationwide survey of 1,800 Americans with external metrics that reflect generosity and community engagement.
We assumed that thankful people tend to give back, so each state’s Thankfulness Index score (ranging from –100 to 100) included:
-
9% – Average tip amount from Toast data
-
9% – Percentage of residents participating in formal volunteering (AmeriCorps)
-
9% – Average charitable donations per IRS data
-
36% – How respondents said they plan to give back to their community this Thanksgiving (e.g., donating food, volunteering, or hosting others)
-
12% – What they plan to do with leftover food (e.g., donate, share, or save)
-
8% – How thankful they feel compared to last year
-
8% – Likelihood of inviting non-family guests to Thanksgiving
-
4% – Planned Thanksgiving spending
To calculate the Naughty or Nice Index, we evaluated both online behavior and survey responses to measure generosity, etiquette, and festive spirit.
Each state’s score (–100 to 100) included:
-
21% – Search popularity of seven holiday-related terms from Google Trends (Nov. 1–Dec. 31, 2024)
-
10% each – When residents finish holiday shopping, how much they plan to donate, and when they decorate
-
8% each – Frequency of sending thank-you cards, pretending to like unwanted gifts, and regifting
-
7% each – Extra holiday tipping and self-gifting while shopping for others
-
4% – Planned holiday spending
The survey included participants from all 50 states and Washington, D.C. States with fewer than 40 respondents—Alaska, Montana, New Mexico, North Dakota, South Dakota, Vermont, and Wyoming—were excluded from final rankings.
