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NEW YORK — The holidays are officially upon us and plenty of Americans are getting out their cookie trays and sheet pans. So, who reigns supreme when it comes to baking up all of those sweet treats? For the best baked goods, a new poll finds you might want to head to the Midwest!
The comprehensive study, commissioned by Pillsbury Baking and conducted by Talker Research, surveyed 5,000 residents across all 50 states, uncovering fascinating insights into holiday baking habits that are as diverse as the country itself.
Kansas emerges as the undisputed baking capital, with residents dedicating an impressive 18 hours and 36 minutes to holiday baking — a whopping four hours more than the national average of 14 hours and 12 minutes. Meanwhile, Tennessee takes the crown for baking confidence, with residents scoring themselves a remarkable 7.4 out of 10 in baking skills.
“It’s touching to see holiday baking cherished as a tradition across the country,” says Eric Mills, marketing director for Pillsbury Baking, in a statement. “We’re honored to be part of these festive moments — from gifting cookies to loved ones to baking brownies for cozy movie nights, creating treats together is one of the sweetest ways to celebrate the season.”
The survey reveals that baked goods are more than just treats — they’re tokens of affection. Forty percent of Americans plan to gift baked goods this holiday season, with Montana leading the pack at 52%. Even more heartwarming, 62% of respondents consider baked goods the best possible gift, with Virginia residents particularly enthusiastic at 72%.
Holiday Baking by the Numbers
The survey also uncovered some of the most delightful regional baking characteristics. West Virginians stand out, with 56% describing their kitchens as “chaotic” during the festive season. South Carolinians are most likely to play holiday music while baking, while Texans lead the way in kitchen dance parties. Utah residents prove themselves the most dedicated gingerbread house builders, and Minnesotans are the most likely to attend local holiday bake sales.
The holiday spirit extends to the treats themselves, with seven in 10 respondents agreeing that holiday-themed treats simply taste better. When it comes to favorite holiday treats, the nation is deliciously divided. Pies reign supreme in 22 states, while cookies take the top spot in 17 states. Four states find themselves evenly split between pies and cookies, three states prefer cheesecake, and Oregon uniquely alternates between pies and fudge.
The tradition of leaving treats for Santa continues, with 34% of Americans participating and cookies remaining the most popular choice for St. Nick. As for the most appealing holiday treat shapes, the snowman takes the crown at 44%, followed closely by gingerbread men at 42% and candy canes at 41%.
Whether you’re a confident baker like those in Tennessee or more modest in your skills like residents of California and Wisconsin, one thing is clear: holiday baking is a cherished American tradition that continues to bring joy, one sweet bite at a time.
“It’s heartwarming to see holiday baking traditions resonate with new generations, eager to recreate the festive memories they grew up with,” Mills adds. “There’s such joy to be found in baking together, and we’re proud to help keep these traditions alive in a way that brings families together to create new memories in the holiday kitchen.”
Survey methodology
Talker Research surveyed 5,000 Americans (state-by-state); the survey was commissioned by Pillsbury Baking and administered and conducted online by Talker Research between Oct. 24 to Nov. 1, 2024.
