Who’s the Queen of Christmas? A Holiday Song Deep-Dive
We tested holiday songs to find out not just who holds the crown, but what effect holiday music has on feelings about the season.
Since her Merry Christmas album was released in 1994, many have proclaimed Mariah Carey to be the “Queen of Christmas.” While Mariah Carey has said she defers that title, every December the debate resurfaces over who holds it.
Never one to shy away from an important holiday challenge, we took a closer look using Grow Progress’ suite of persuasion products. We wanted to know the public’s opinions on the “Queen of Christmas,” and whether hearing a classic holiday track had a persuasive effect on both their perceptions and their holiday mood.
The Baseline: Who do people already think is Queen of Christmas?
Before showing anyone a holiday song, we asked a placebo group to name the Queen of Christmas. More than half crowned Mariah Carey without hesitation.
Placebo Group Results
- Mariah Carey: 53%
- Brenda Lee: 9%
- Darlene Love: 5%
- Judy Garland: 8%
- None of these: 26%
Mariah starts with a commanding lead, but does actually hearing a Christmas classic shift that perception? Turns out, it does.
How Much Does Hearing a Song Change Opinions?
When participants heard a track from one of the featured artists, their likelihood of naming that performer as the Queen of Christmas generally rose, sometimes dramatically.
Impact of Hearing a Song
- Mariah Carey: +15 percentage points
- Brenda Lee: +14 points
- Darlene Love: –3 points
- Judy Garland: +19 points
Mariah may dominate the culture, but Judy Garland’s influence jumps the most when people hear her track.
That said, playing Mariah’s song increased support for her across all demographics and increased her hold on the title across the board.
Songs Also Shape Holiday Feelings
Music didn’t just change opinions about who reigns over Christmas. It boosted people’s emotional connection to the season itself.
Importance of Holiday Music
- Placebo: 64% say holiday music is “very” or “somewhat” important.
- After hearing a song: ~10-point increase.
Importance of Holiday Spirit
- Placebo: 78% say holiday spirit is important.
- After hearing a song: ~5-point lift.
Looking Forward to Holiday Music in December
- Placebo: 71% “really” or “somewhat” looking forward to it.
- After hearing a song: ~5 points.
Hearing just one Christmas song nudged people toward feeling more festive, or at least more open to it.
Subgroup Analysis: The Mood Boost Isn’t Universal
While most of the results were fairly consistent across demographics, a few findings stood out.
Holiday songs affected the holiday spirit in men more than women
Hearing a song:
- Didn’t change women’s views on the importance of holiday spirit, as their baseline was already high at 85%.
- Moved men, whose baseline was 71%, significantly, making them rate holiday spirit as more important by an average of 11%.
Education levels matter
- Songs increased the importance of holiday spirit among those with a Bachelor’s degree or higher, but not among those with some college or high school or less.
Looking forward to holiday music splits along gender lines
- Hearing a song boosted men’s anticipation for December music by an average of 9%, starting from a baseline of 65%.
- Women didn’t move, but they again started at a higher baseline of 76%.
So, Who’s the Queen of Christmas?
While we don’t feel like we have finally ended the debate, the data shows that Mariah Carey reigns supreme, and hearing her music only strengthens her claim.
But if the crown goes to the artist whose music most effectively inspires holiday feelings, Judy Garland and Brenda Lee give her a run for her money. One thing is clear: a single holiday song can meaningfully boost festive vibes, especially for men and highly educated listeners.
Happy holiday listening, everyone!
