Easter Shoppers: 87% Will Buy Easter Candy

Hoping the temperatures will meld with their desire to celebrate, 80% of Americans thisåÊEaster are eagerly looking forward to a fun, family-​filled holiday. According to the National Retail Federation‰Ûªs Easter Spending Survey conducted by Prosper Insights & Analytics, the average person celebrating Easter will spend $140.62, slightly more than last year‰Ûªs $137.46.

Total spending for Easter, which includes purchases of apparel, decorations, gifts, candy, food, flowers and more, is expected to reach $16.4 billion.

‰ÛÏEaster will be the perfect segue into spring for both consumers and retailers who have longed for warmer weather for quite some time,‰Û said NRF President and CEO Matthew Shay. ‰ÛÏAs one of the busiest times of year for several retail sectors and as shelves begin filling with both traditional spring and holiday merchandise, retailers are looking forward to welcoming shoppers with attractive promotions on home goods, garden equipment and traditional Easter items.‰Û

Consumers this year will use Easter as the perfect opportunity to spruce up their spring wardrobes. According to the survey, 45% of those celebrating will purchase clothing, spending more than $2.9 billion on bright colored apparel items for themselves and their families. However, more people plan to buy food for the holiday: 85.7% will purchase food for a family meal or other festivity, spending more than $5.3 billion on Easter fare.

Children and sweet-​tooth craving adults will also purchase candy this Easter: 87.1% of those celebrating say they will buy candy, spending more than $2.2 billion on jelly beans, chocolate bunnies and flavorful chick-​shaped Peeps. Consumers this holiday will also spend $2.4 billion on gifts, $1.1 billion on flowers, $998 million on decorations and $695 million on greeting cards.

With a laundry list of items to buy, 58.6% will head to discount stores to purchase their holiday merchandise. Another 4 in 10 (40.7%) will shop at department stores, while nearly one-​quarter (23.8%) plan to shop at a local or small business. Additionally, 21.8% will head to a specialty store like a florist or jewelry store and 18.8% will shop online.

NRF for the first time asked consumers about the activities they are planning for Easter Sunday, and the survey found many of the traditional aspects of the holiday will be in play this year. The survey found nearly 6 in 10 (57.4%) plan to visit with friends and family, half (50.8%) will go to church and 12.9% plan to open gifts. Not forgetting the little ones, 3 in 10 (30.9%) adults will plan a special Easter egg hunt for the children in their lives.åÊ Additionally, 15% of those celebrating will opt out of doing dishes and head to a restaurant to celebrate the holiday and 24.1% will browse the Web throughout the day.

‰ÛÏEaster remains a beloved affair for consumers young and old, and this year it looks like families are ready to dig into their budgets to make the most of the special day,‰Û said Prosper‰Ûªs Principal Analyst Pam Goodfellow. ‰ÛÏThe warm weather should help fuel some interest in celebrations, especially given the record-​breaking winter much of the country experienced the last several months.‰Û

Busy Easter shoppers will take advantage of their mobile devices to help them find meal items, gifts, candy and more. According to the survey, 21.4% of those who own smartphones and are planning to celebrate Easter will use their phone to research products and/​or compare prices, and another 13.5% will purchase items with their smartphone. Nearly one-​quarter (24.9%) of tablet owners will research products and/​or compare prices for their Easter needs on tablets; 16.6% will purchase something via their tablet.

With all these Easter shoppers, 23% of them are bound to be buying from candy/​chocolate shops, AudienceSCAN reports. And 63% of them prefer to shop at locally owned businesses when the price/​product are the same.

Make sure your local candy shops are advertising to Easter shoppers on the radio, because this audience is 57% more likely than average to start online searches based on a radio spot they heard. Magazine advertising spurred 25% to start searches and newspaper ads gave 18% the push to search.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.