One of the winter holidays that drives consumer spending in Q4 //

Kwanzaa is a celebration of African American culture observed from December 26 to January 1, culminating in gift-giving and a traditional meal. On each of the seven nights of Kwanzaa, the family gathers and a child lights one of the candles on the Kinara (candleholder), then one of the seven principles is discussed. The principles are values of African culture which contribute to building and reinforcing community among African-Americans.

Consumer Insights

Kwanzaa is a driver of the winter holiday season which the National Retail Foundation (NRF) lists as the #1 top consumer spending event of the year. Find an overview of Q4 consumer buying insights on our Winter Holidays page.

Marketing Resources

Just a jump start on your promotional content and marketing materials with the following resources.


Kwanzaa Hashtags

Join the celebration with relevant hashtags. Popular hashtags include: #kwanzaa #unity #africa #happykwanzaa


Kwanzaa Images

Celebrate African culture with photos from Shutterstock, below is a sample.

Click below to view, purchase, and download photos from our Shutterstock Kwanzaa photo collection. (We were unable to find free quality images for this holiday. We hope to add some in the future.) Find out about Shutterstock’s license agreement.

Kwanzaa Quotes

Celebrate African American heritage with quotes and sayings.


“If you want to go quickly, go alone. If you want to go far, go together.” – African Proverb

“One who loves you, loves you with your dirt.” – African Proverb

“Ask for what you want and be prepared to get it.” –  Maya Angelou

“It’s not what you call me, but what I answer to.” – African Proverb

“Faith is taking the first step even when you don’t see the whole staircase.” – Rev. Dr. Martin Luther King, Jr.

“You must act as if it is impossible to fail.” – Ashanti Proverb

“I am because we are.” – Umoja

“We will never know ourselves if we do not know our history.” – Maulana Karenga

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