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NEW YORK — Two-thirds of Americans say they live by a “carpe diem” mindset. A poll of 2,000 Americans over 21 reveals that 65 percent have adopted a “seize the day” attitude.

In fact, 66 percent believe that they are living more in the moment today and 74 percent are focusing more on the future, both compared to pre-pandemic.

That’s not all that the pandemic has changed — 62 percent say they “treat themselves” more now than they did prior. Respondents are indulging themselves by enjoying “me time” (25%), their favorite beverage (21%), and shopping online (21%).

Seize the day — with a treat

A survey conducted by OnePoll on behalf of JaM Cellars, the makers of Butter Chardonnay, also reveals that the average respondent treats themselves about six times per month. Respondents were divided when it came to identifying what constitutes a “treat.” Almost one in three (32%) define a treat as something enjoyable, 27 percent look at its quality, and 24 percent consider its fun factor.

While four in 10 respondents are likely to treat themselves for a special occasion, 39 percent are likely to do so on any given weekend. However, two-thirds (66%) are more likely to treat themselves during the week than in previous years. In fact, 68 percent say treating themselves during the week feels more special.

The average respondent says a treat usually costs them about $83. However, 74 percent agree that a higher price tag doesn’t always mean it’s a better treat.

“It’s great to see that more Americans than ever are choosing to live their best lives every day. We’ve realized we don’t have to wait for special occasions, birthday gatherings, or even the weekend to enjoy life or a glass of your favorite wine,” says Michele Truchard, Co-founder of JaM Cellars, the makers of Butter Chardonnay, in a statement. “Importantly, indulgences that bring you joy, shouldn’t have to break the bank. Great quality, easy-to-love, affordable wines can make any day more delicious.”

Respondents were most likely to treat themselves to food (43%) and clothing (35%). Others seek out experiences such as vacations or live events like concerts (31%).

Wine o’clock

About a quarter (26%) won’t deny themselves their favorite bottle of wine. So, it’s no surprise that 62 percent of respondents find themselves enjoying more wine now than they were three years ago. In fact, almost three-quarters (74%) are even more likely to pop the cork on a weekday than they were pre-pandemic.

The best occasion to open that favorite bottle of wine varies for Americans. One in three agree the best time is with family and friends. However, 27 percent say it’s on any weekend, and 23 percent say the same about weeknights.

One in four (24%) also agree their favorite moment to enjoy wine is “me” time, which is a shift from pre-pandemic days. In fact, 72 percent open a bottle of wine more on their own now compared to three years ago.

wine drinking

The top three favorite types of wine are red (58%), white (51%), and sparkling (45%). Regardless, 70 percent of respondents prefer to indulge now, rather than saving it for later. No matter the time or frequency, 72 percent find treating themselves to be an instant mood booster.

“I think treating yourself has become an important part of self-care since the pandemic lockdowns. A lot of people have leveled up how they eat and drink and become more selective how they spend their time and money,” Truchard adds. “Life’s simple pleasures are a wonderful way to make the most of life and wine o’clock, and America seems to agree. Cheers to that!”

About Chris Melore

Chris Melore has been a writer, researcher, editor, and producer in the New York-area since 2006. He won a local Emmy award for his work in sports television in 2011.

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1 Comment

  1. Taylor Abrams says:

    It’s so fascinating to know that red or beer drinkers who were older had lower bone mineral density than white wine drinkers who drank it in moderation. I’ve been planning to give my dad wine or craft beer for his birthday next week but I’m anxious about him hating it. Now that I know how healthy these alcohol beverages are, I might actually go for it!