July 12, 2018
Are you willing to trust “the luck of the draw”—or are you among the 24% of Americans who at least occasionally carry a talisman or charm, just to have an extra bit of confidence that things will go well?
Belief in the power of lucky charms may stem from age-old superstition, but today, many still see the appeal in a little extra good karma, based on findings of a poll by YouGov Omnibus released on July 11.In fact, that 24% of Americans comprises respondents who they wear a talisman every day (7%), frequently (4%), or occasionally (13%). The other 70% of U.S. adults said they are not superstitious and do not believe in good-luck trinkets.
However, in the sports arena, jujus are crowd-pleasers. Few lucky charms are more iconic than Michael Jordan’s college basketball shorts; or Tiger Woods’trademark red polo shirts —which he wears only on Sundays, at the instruction of his mom.
More women (26%) than men (20%) say they carry a lucky charm at least occasionally. Regionally, belief in lucky charms is highest in the U.S. West (26%), with the Northeast (25%) and Midwest (24%) boasting similar numbers. Those who live in the South are less likely to carry around a charm (20%).
Wearing or carrying around a talisman also has its appeal among all income levels. Fully 20% of Americans who earn more than $80,000 a year say they carry a charm at least occasionally.. That number ticks up slightly among those who earn $40,000 to $80,000 a year (21%)—and among those who earn $39,000 or less (23%).
Research contact: Hoang.Nguyen@yougov.com