Every December, churches across the United States prepare for an influx of visitors, but fewer Americans than ever are including church in this year’s Christmas plans. According to a Lifeway Research study, only 47% of U.S. adults say they typically attend church during the holiday season, while 48% admit it’s not on their agenda, and 5% remain undecided. While 9 in 10 Americans do something to celebrate Christmas, less than half typically attend church at Christmastime today.

The study reveals a sharp divide in Christmas church attendance, particularly among the religiously unaffiliated—a group growing fastest among younger demographics. While 71% of this group say they’re unlikely to attend church at Christmas, 40% admit they might consider it if personally invited by someone they trust.

Among those who do attend, the motivations are surprisingly diverse. Sixty percent of Christmas churchgoers say their attendance stems from faith, but others are only doing it to keep up with tradition (16%), appease family and friends (15%), or simply embrace the festive ambiance (8%).

As churches prepare for Christmas Eve services — often the highest-attended service of the year — the message is clear: intentional outreach matters.