Studies have shown that individuals with high levels of perceived social support have better mental and physical health outcomes, and are less likely to experience depression, anxiety, and stress.

The research revealed that even if gatherings are virtual, if everyone has food and drink (no matter if it’s healthy or indulgent) and they’re celebrating positive events, this also increases a person’s perceived social support, and they can receive the same well-being benefits from it.

“We found that when people feel supported socially after a celebration, they’re more ‘pro-social,’ and more willing to volunteer their time or donate to a cause,” said Danielle Brick, assistant professor of marketing at the University of Connecticut and co-author on the study.

The researchers note that hosting celebrations that increase perceived social support can be especially beneficial at places serving populations more at-risk of loneliness and isolation, like nursing homes or community centers.

They also note the importance of understanding the well-being benefits of celebrations for policymakers looking to implement regulations or measures that could impact social gatherings, like COVID lockdowns, to avoid negative consequences to mental health.

Brick, Kelley Gullo Wight, James R. Bettman, Tanya L. Chartrand and Gavan J. Fitzsimons, 1 December 2022, Journal of Public Policy & Marketing.