Easter spending in the U.S. to reach $20.8 billion, with low-priced goods popular

According to data from NRF and Prosper Insights & Analytics , Americans plan to spend an average of $169.79 on Easter-related items this year . 80% of Americans will celebrate the holiday, and their total spending will reach $20.8 billion, slightly lower than the $21.6 billion expected last year.

"Consumers are eager to return to pre-pandemic holiday traditions," said NRF CEO Matthew Shay. More than half (51%) of consumers plan to visit family and friends in person, up from 43% last year. Among those who plan to celebrate Easter, food will be the largest spending category, with an average spend of $53.61, followed by gifts at $28.04 and clothing at $27.93.

As more people return to traditional pre-pandemic events, the proportion of online celebrations has dropped dramatically. The latest data shows that only 13% of people plan to visit family and friends virtually, a 62% decrease from 2020. At the same time, attendance at virtual church services will also decline, with only 12% of people planning to attend by phone or video, compared to 32% in 2020.

Even those who don't celebrate Easter still plan to spend an average of $18.49 per person, noting Phil Rist, executive vice president of strategy at Prosper Insights, highlighting the widespread impact of the popular holiday on the economy.

That said, with high inflation, people are also becoming more budget-conscious. If prices for Easter-related items are higher than expected, 42% of consumers said they would look for them at another retailer, and 31% would look for alternatives such as other brands or colors. Like last year, half ( 50%) of consumers plan to buy gifts at discount stores, 41% at department stores, and 35% online.

According to Jungle Scout data, with the arrival of Easter, searches for many holiday-related products have seen a significant increase in the past month.

Among them, the search volume for Easter basket stuffers reached nearly 700,000 times in the past 30 days, a month-on-month increase of 1032%; the search volume for Easter basket stuffers for toddlers was more than 70,000 times, an increase of 1328%.

In the context of the festive atmosphere, colorful items such as holiday candies, plastic eggs, toys, books, etc. can all become the "guests of honor" in Easter baskets.

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