BBI Analysis of the NRF’s 2022 Easter Consumer Trends
The National Retail Federation surveyed 8,155 U.S. adult consumers from March 1st to 9th. The margin of error for the survey is plus or minus 1.1 percentage points. Results show consumers plan to spend an average of $169.79 this year on Easter-related items. People are ready to gather with friends and family and spend money to make these events memorable.
Historical Average Easter Spending
According to the NRF, 80 percent of Americans will celebrate Easter and spend a collective $20.8 billion, down slightly from last year’s forecast of $21.6 billion.
How U.S. Consumers Plan to Celebrate the Holiday
Inflation
Inflation concerns are driving consumers to seek the most value for their dollar when shopping for the Easter holiday. If the price of an Easter-related item is higher than expected, 42 percent of consumers said they would look for it at another retailer, and 31 percent will find an alternative like another brand or color. Like last year, half (50 percent) of holiday shoppers plan to purchase gifts at discount stores, 41 percent at department stores, and 35 percent online.
The Virtual World
Virtual holiday plans have dropped sharply since the pandemic: only 13 percent plan to visit family and friends virtually, a 62 percent decrease from 2020. Virtual church service attendance is also expected to decrease, with only 12 percent planning to attend by phone or video compared with 32 percent in 2020.
Expert Strategies from Burdette Beckmann Inc.
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