$179 | Consumers plan to spend an average of $179.70 this Easter, the highest figure on record, according to results of the annual survey released Friday, March 26, by the National Retail Federation (NRF), Prosper Insights & Analytics, and the Easter Bunny.
Shoppers will spend a collective $21.6 billion, down slightly from last year’s pre-pandemic forecast of $21.7 billion.
“With new stimulus funds from the President’s American Rescue Plan and positive trends in vaccinations and growing consumer confidence, there is a lot of momentum heading into the Spring and holiday events like Easter.” “Many have figured out how to celebrate holidays safely with family and that is reflected in consumer spending this Easter.”
Matthew Shay
NRF President and CEO
What will shoppers buy?
As more and more individuals become vaccinated and consumers plan to celebrate in ways they might have missed last year due to COVID-19, shoppers are buying more.
$31.06 Gifts (up from $27.91 in 2020)
$52.50 Food (up from $51.76)
$25.22 Candy (up from $23.30).
How will people spend their time?
59% | Cook a holiday meal
43% | Visit with family and friends
43% | Watch TV
31% | Easter egg hunt
28% | Attend church
22% | Attend church virtually
24% | Connect with loved ones by phone or video
“This year’s numbers reflect resilience in the last 12 months and the enduring popularity of Easter. “Keep in mind that last year’s survey was conducted in early March before the pandemic forced most of the country to shut down and reflects consumers’ pre-pandemic plans.”
Phil Rist
Prosper Insights Executive Vice President of Strategy
Where will Easter shoppers buy?
48% | At discount stores
35% | At department stores
35% | Online
23% | Specialty shops
23% | Small businesses or local store
Similar to other holiday events during the pandemic, this year’s online shopping figure (35%) is the highest in survey history, up from 35% last year.
NRF did not release its 2020 Easter survey, which was conducted in early March 2020, just before government-mandated closures took place. Due to the timing, the survey reflects consumers’ pre-pandemic plans.
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