Americans will spend $21.6 billion on Easter, 35% of them choose to shop online

With new economic stimulus measures in place, vaccinations and growing consumer confidence , shoppers are increasing their Easter spending this year .

79% of Americans will celebrate Easter

According to the annual survey by the National Retail Federation and Prosper Insights & Analytics , consumers plan to spend an average of $179.70 on Easter this year, a record high , and a total of 79% of Americans will celebrate the holiday, spending a total of $21.6 billion, a figure slightly lower than the $21.7 billion predicted before the pandemic last year .

“Last year’s survey was conducted in early March, as the pandemic forced much of the country to shut down, reflecting consumers’ pre-pandemic plans,” said Phil Rist, executive vice president of strategy at Prosper Insights. “This year’s numbers reflect not only consumers’ resilience over the past 12 months, but also the enduring popularity of Easter.”

The biggest growth driver this year is expected to be Easter gifts, with consumers planning to spend an average of $31.06 ( up from $27.91 in 2020 ), $ 52.50 on food , up from $51.76 , and $25.22 on candy , up from $23.30.

35% of people choose to shop online

For those looking to buy Easter-related items, 48% will shop at discount stores, 35% will go to department stores, 35% will shop online, 23% will go to specialty stores, and 23% will go to small or local stores. Similar to other holiday events during the pandemic, this year's online shopping numbers are the highest in the survey's history, up from 28% last year .

Although not everyone plans to celebrate the holiday , many shoppers are still looking for Easter-related sales, with more than half (52%) of those who don’t celebrate Easter still planning to take advantage of these holiday deals and expect to spend an average of $21.11, up from $17.64 in 2020.

And, the survey showed that the most popular item was candy, respondents said, as it cuts across age, gender and disposable income.

Easter is a major festival in Western countries. By seizing this time point and understanding consumer psychology, it is hoped that sales will explode.

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