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How Americans Spend on Easter

Easter is just around the corner and the world is preparing for another round of festivities. On 17th April, services will be held, meals will be served, gifts will be exchanged, eggs will be decorated and a whole bunch of Easter activities will take place. 

Every year, Easter inspires a great amount of commercial activity. Customers flood the stores to buy decorations, candies, eggs and gifts. In recent years, a lot of this shopping has shifted online. However, a lot of buying is also done in store.

According to the National Retail Federation (NRF), Americans spent $21.6 Billion in 2021. Consumers don’t save money ahead of Easter like they do on Christmas but still; a lot of shopping gets done. 

So what exactly do the customers buy on Easter? 
 
Where do they spend the most money? 
 
What impact does Easter have on online retail?
 
We have gathered the answers to all these questions from the latest surveys and shortlisted the most relevant Easter spending statistics.

Traditional Expenses 

Easter statistics by the NRF found that an average person spends $151 on Easter. Many of the items bought have special links to the event. For instance, eggs and candies are most in demand.

1. Eggs


How many eggs are consumed on Easter? The number is in millions. Since they’re considered as the symbol of rebirth across cultures, eggs are in great demand on Easter. They’re used for the famous Easter egg tradition –where families gather to paint eggs and put items such as candies, coins and rings inside them.

How Americans Spend on Easter

  • 180 million eggs are purchased 
  • Considering the price of a dozen white large eggs starts at $2.24 on Walmart –this means at least $33,600,000 is spent. 

2. Candies


It’s amazing how much money Americans spend on Easter candy. Although there’s no historic significance of candy to this celebration, sharing candy has become kind of a new tradition. A good chunk of the Easter budget for many goes into buying candy for kids. Jelly beans and chocolate bunnies are two of the biggest selling items on the day.

How Americans Spend on Easter

  • $2.49 billion worth of candies is sold 
  • 16 million jelly beans alone are bought and consumed.
  • 90 million chocolate bunnies are sold in the US

3. Easter’s Basket


Easter baskets are filled with candies and chocolate. They are one of the most important items of this holiday and are usually given as gifts. Aside from eating items, these baskets can be filled with plush toys, stuffed animals, finger paints, bedtime books and a slew of other items.

How Americans Spend on Easter

  • If one adds $2.49 billion for candies and $2.87 billion on gifts as per statista, an estimated $5.36 billion goes into making easter baskets.
  • Granola bars, starburst jelly beans and cadbury mini eggs are popular Easter Basket Items.

4. Decoration


Like any other festive occasion, people come together on this day to have a few laughs and enjoy a good time. For many consumers, it’s important to create a special festive feeling. That is the reason why party supplies and decorations are sold heavily before the holiday.

How Americans Spend on Easter

  • $1.05 billion on party supplies and decorations is spent according to Statista.
  • Stuffed bunnies, wreaths, wall crosses are some of the items commonly sold.

5. Greeting Cards


It wouldn’t be a holiday without the greeting cards that come with it. They are a great way to let your love know that you care. Cards with Easter wishes are ominously sold this season. However, due to the changing trends, the greeting cards market is on the decline.

How Americans Spend on Easter

  • Statista estimates $780 millions are spent on greeting cards
  • The global greeting card as a whole is expected to decline to US $21 by 2024.

Non-Traditional Easter Spending

While many desserts, decorations and Easter bunnies are favoured in this season –people also make some non-conventional spendings.

1. Clothing


There are Easter-specific clothing such as frocks and bonnets for little kids. However, they hardly have the cultural significance of Christmas sweaters and Halloween costumes. People tend to shop for clothing on Easter Sunday but it’s the conventional options that dominate their carts.

How Americans Spend on Easter

  • $3.27 billion on clothing
  • Per capita spending on apparel is $27.29 according to Statista

2. Gifts


Like any other special time of the year, this day let’s people exchange gifts and show their love and appreciation of one another. But unlike Christmas where socks have a special value, there are no Easter-related gifts that adults exchange with friends and family.

How Americans Spend on Easter

  • $2.9 billion on gifts according to Statista.
  • On average, Americans spend $1 to $50 on Easter gifts.

3. Home Goods


Out of the ordinary, some people buy kitchenware, furniture and electronics on the resurrection day. Experts believe this shopping may be a result of people looking for cheap items through coupons and deals that are promoted on this day.

How Americans Spend on Easter

  • 2.5 billion on home goods
  • Easter has specially become a big retail even in the last 5 years

4. Food


The total amount spent on food is $5.3 billion but when you minus the $2.6 billion worth of candy, you’re left with the usual grocery items.  Most of the food purchased on this celebration is powered by the tradition of hosting family dinner.

How Americans Spend on Easter

  • $2.7 billion is spent on food
  • 54% Americans cook special meals

5. Movies


The cinema industry has been disrupted due to the pandemic in the last couple of years. Regardless, there aren’t many Easter-themed movies produced for this season.However, the Good Friday weekend is an important time for movie producers.

How Americans Spend on Easter

  • Box office in the USA grossed $103 million on Easter weekend in 2019
  • Accumulated revenue was down 22% from the previous year
  • No high budget flick was released on Easter in 2019 due to impending release of Avengers: Endgame 

How Much Money is Spent on Easter?

According to NRF, 79% of Americans celebrated Easter in 2021 and spent $21.6 billion in total. Here are some highlights.

  • Total estimated spending $21.6 billion
  • Average person in America spends $65 on Easter

Some the Notable Easter Spending Habits of Americans

TopCashback.com conducted a poll in which it found that 73% of Americans spend around $1 and $50 on Easter gifts. The survey which polled 1,310 adults ages 18 and above examined the spending habits of consumers in relation to popular traditions.

How Americans Spend on Easter

It found out:

  • 63% buy Easter basket and egg hunt items at Walmart
  • 49% consider chocolate bunny essential for their Easter basket
  • 74% put money in their Easter baskets

How Americans Spend on Easter

The survey went deep to single out Easter basket preferences of an everyday American, this is what it determined:

American Preference for Easter Basket Items

Item Preference
Chocolate Bunny 49%
Plastic Egg With Candy 19%
Money 13%
Peeps 10%
Toys 9%

Respondents also answered which tradition they follow and respect the most. The results are not all that surprising.

American Preference for Easter Traditions 

Tradition Preference
Spending time with family 39%
Religious Gathering 14%
Hunting Easter Eggs 13%
Dyeing Easter Eggs 13%
Enjoying a Meal 6%

Some of the other questions asked in the survey were related to how people went about money saving on the event –many people pointed towards coupon codes as their budget management tools.

While Easter is a big shopping event, some researchers have tried to understand where the majority of this shopping takes place. 

Discount Stores Dominate When it Comes to Easter Shopping

The National Retail Federation found out that around 58.9% of Easter celebrants shop at discount stores. In comparison, 28% of the consumers shop online. These numbers make it clear that unlike Black Friday and Cyber Monday, Easter is not a big eCommerce event. Still it does inspire a significant amount of shopping activity on the digital sphere.


How Americans Spend on Easter

Among the shoppers in America, 30% use smartphones to research products while 19% use their device to make the final purchase. The infographic below explains people’s preferred celebration plans.

How Americans Spend on Easter

When it comes to Easter activities, 60.1% of people spend time with family and friends. Most importantly, 11% said they plan on shopping online on the day while the rest said they will drive to a store.

1.6% of the people do not take part in activities.

Going back to online shopping, have the trends changed in the recent days?

The data shows it has. 

Easter Spending Statistics: Impact on eCommerce Industry

Since the Easter bunny arrives on a different day each year, it’s extremely difficult to predict the pattern of online sales on this day. However, it is clear that the prospects of buying cheap goods motivate people to shop. 

A survey from shop.org actually showed that people plan to spend more online for Easter than on brick and mortar stores. Demandware illustrates that the majority of searches for Easter come from computers rather than phones and tablets –the latter only accounts to 8% of the total searches.

Early holiday deals are likely to do well as Yesmail Marketing Intelligence shows Easter related email campaigns had a 17.9% average open rate a week before the day –the highest recorded. The rate dropped to 15% in the following weeks. 

British Retail Consortium (BRC) figures show ecommerce sales went up by 10% due to the Easter effect. Interestingly, the sales on non-food products grew by 10.3 percent.

Spending By Age and Gender 

Survey from NRF shows how Easter spending habits differentiate on the basis of gender and age.

  • People aged 25-34 spend more than other age groups with an average of $189.25. 
  • People aged 35-44 come in second with an average spend of $185.37.
  • Fewer men (76%) celebrate Easter than women (82%) but on average, they spend more ($165.78 compared to $137.35)

Easter vs. Christmas vs. Halloween

Comparing data from IBISWorld and NRF on how much Americans spend on Easter, Christmas and Halloween – it is surprising to find out that Easter is a bigger retail event than Halloween. When you think of how much people spend on Easter candy, you would think it’s less than that of Halloween. But in contrast, candy is sold more on the resurrection day.  Christmas dwarfs all the other major holidays when it comes to commercial activities. However, keep in mind that most researchers include Thanksgiving and New Year expenses in it as well.

Comparison of Big Three Holidays


Event Christmas Halloween Easter
Total Spending 1 Trillion $9 Billion $18.1 Billion
Per Person $1000 $90 $151

Conclusion

Easter Celebration is about celebrating love, hope and family while others consider it a time to get in touch with their spiritual side. Some just like eating chocolate. 

But for marketers, Easter offers an opportunity to connect with the customers. Be it food, clothing, decoration or any other thing that is associated with the day –if you’ve it in good quality, the Easter bunny will only bring you good revenue.

How Americans Spend on Easter

Easter statistics show that this holiday has a real potential. So this April 4, have your best products ready and market them through mediums like Google, Facebook, and Twitter. People spend money on Easter but they are looking for the right products for the right prices. Figure out their behavior and this event might become a source of your resurrection.

Published On: February 13, 2021








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