Despite ongoing economic uncertainty, Americans are prioritising Easter traditions. “During this time of economic uncertainty, consumers are prioritising their Easter celebrations, and retailers are ready to help them enjoy this special occasion with loved ones,” said NRF’s Katherine Cullen.
The most popular Easter purchasing categories include candy (92 per cent), food (89 per cent), gifts (65 per cent), decorations (51 per cent) and clothing (49 per cent). Overall, shoppers expect to spend a total of $3.5 billion on clothing, as per the survey.
Discount stores remain the top destination for Easter shopping (55 per cent), followed by department stores (44 per cent), online (36 per cent) and local businesses (26 per cent). Tradition drives 63 per cent of purchases, though promotions and social activities also influence spending.
“Even though a majority of consumers plan to celebrate the religious holiday with friends and family, others will still take advantage of holiday-related sales,” Prosper executive vice president of strategy Phil Rist said. “Retailer deals and promotions offer those who don’t celebrate Easter an opportunity to buy candy, food and other items.”
Even among those not celebrating Easter, 54 per cent still plan to spend an average of $25.43 per person—totalling $0.8 billion—up by $5 from last year.
The findings are based on a survey of 7,970 adults conducted between March 03 and 07, with a margin of error of plus or minus 1.1 percentage points.
ALCHEMPro News Desk (KD)
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