Is staying home the new going out?

Nights in are having a moment — Americans are twice as likely to favor hosting guests at home rather than going out.

That’s according to a new survey of 2,000 Americans, which found, of those who have a preference, 72% prefer staying in with friends, whenever possible, while just 28% prefer a night out. Half (49%) said this shift came in the past few years.

The key to hosting at home? A majority of respondents say a pleasant scent can transform how inviting a space feels for a home gathering (78%).

The survey, conducted by Talker Research on behalf of Air Wick, also found 82% of participants actively consider how their home smells before inviting people over.

Prepping for both planned and last-minute gatherings, respondents reported spending anywhere from 10 minutes to over two hours preparing their house ahead of guests, with two hours and 10 minutes the average prep time.

This time is often driven by concerns such as freshening up the house with the right scent, stressing about whether guests are comfortable and wanting everything to be perfect.

In addition to the more comfortable environment (65%), 53% said hosting at home is a great way to save money, and 47% said it’s easier to hear each other.

Avoiding crowds (47%), having more control over ambiance, food, drinks and entertainment (42%) and not having to get dressed up (24%) are additional benefits to hosting at home.

“With more Americans opting for home gatherings, it's clear that comfort, meaningful connections and subtle touches like a pleasant home fragrance or ambient lighting are becoming the new priorities for socializing,” Julia Mellberg, a spokesperson for Air Wick said. “These survey results highlight how hosting at home allows consumers to create an environment reflecting their personal style and be always inviting, no matter the occasion.”

So, what are favorite occasions for a night in? Participants favor hosting birthday celebrations (49%), dinner parties (44%) and movie nights (37%), followed by game nights (35%) and TV-watch parties (29%).

Whatever the affair or the reason, an inviting space fuels connections among friends, according to the 74% of respondents who feel they can have deeper, more meaningful conversations during a night in.

Checking in on family updates and giving the latest on personal lives is the most common topic of conversation (69%) at most at-home gatherings.

A bit of good old-fashioned gossip (44%) and news and politics (35%) are other popular topics of conversation respondents reported indulging in. For these conversation-filled nights in, the sweet spot is just under three and a half hours (three hours and 24 minutes).

Approximately half (49%) of respondents reported that setting the right vibe and incorporating a home fragrance are critical components for creating an inviting ambiance for guests.

The top three scents preferred by hosts looking to make a good impression this spring and summer were described as fresh and clean (64%), warm and cozy (45%) and floral (36%).

“Hosting at home is an exciting way to put your mark on a shared experience with loved ones,” adds Mellberg. “Whether you’re hosting a small movie night or a big birthday celebration, the right home fragrance can turn any gathering into a memorable event.”

SEVEN ESSENTIALS FOR A GOOD NIGHT IN

• Good food and drinks (72%)
• Having the right people present (61%)
• Comfy seating (52%)
• A tidy and welcoming space (46%)
• Great music or entertainment (38%)
• Pleasant scent/fragrance (24%)
• Cozy lighting (22%)

BIGGEST STRESSORS WHEN HOSTING GUESTS AT HOME

• Cleaning (46%)
• Cooking (34%)
• Making guests comfortable (26%)
• Feeling pressure to make everything perfect (25%)
• Running out of food or drinks (23%)
• Making sure there's enough seating and space for everyone (20%)
• Budgeting for the event (19%)
• Guests overstaying their welcome (15%)
• Keeping kids or pets under control during the gathering (14%)
• Freshening up the house with the right scent (13%)
• Worrying about guests judging my home (13%)
• Managing different personalities and social dynamics (12%)
• Planning entertainment (12%)
• Worrying about potential messes or spills (11%)
• Planning the right vibe (lighting, music, decor, etc.) (11%)
• Handling last-minute cancellations or no-shows (7%)

Survey methodology:

Talker Research surveyed 1,000 gen pop and 1,000 people who host; the survey was commissioned by Air Wick and administered and conducted online by Talker Research between March 25 – March 31, 2025.

We are sourcing from a non-probability frame and the two main sources we use are:

• Traditional online access panels — where respondents opt-in to take part in online market research for an incentive
• Programmatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in

Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan.

Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value.

Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample.

Interviews are excluded from the final analysis if they failed quality-checking measures. This includes:

• Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speeders
• Open ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant text
• Bots: Captcha is enabled on surveys, which allows the research team to identify and disqualify bots
• Duplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once

It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.