Interest in celebrating the Easter holiday has not diminished, despite the coronavirus pandemic and public unrest. Eight-out-of-10 Americans, in fact, plan to celebrate the day, according to a retail-industry study.
“Average Easter spending expected to be highest on record. Consumers plan to spend an average of $179.70 this Easter, the highest figure on record,” according to results of an annual survey conducted by the National Retail Federation and Prosper Insights and Analytics.
“A total of 79% of Americans will celebrate the holiday and spend a collective $21.6 billion,” the survey analysis said, citing the positive influence of stimulus funds, promising trends in COVID-19 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,” said Matthew Shay, president and CEO of the retail organization.
The biggest driver of the growth is purchases of food, Easter gifts and candy. The survey also revealed these trends:
•59% will cook a special meal; 43% will visit with family and friends.
• 43% will “watch TV” while 31% have planned an Easter egg hunt.
•28% will attend church personally; 22% will participate virtually.
• 24% will connect with their loved ones by phone or video.
The survey of 8,111 consumers was conducted March 1-8 and released March 24.
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