Easter Survey: Families Most Likely to Make Holiday Related Purchases

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Posted Apr 07, 2017

The majority of Americans celebrate Easter in some way, according to data from the National Retail Federation. And those celebrations lead to billions of dollars in sales to businesses around the country, from retail stores to restaurants to candy producers. So how do Americans plan on spending Easter this year? And what types of things are they likely to purchase for the holiday? We asked 1,000 respondents about their Easter plans and what types of goods and purchases they’re likely to buy this year.


Easter Celebrations

In Ask Your Target Market’s latest online survey, 63% of respondents said that they are at least somewhat likely to celebrate Easter this year. Of those respondents, 67% said that they are just likely to celebrate with a small family dinner at home. 33% plan to decorate their homes. 31% are likely to go to a mass or religious celebration. 27% plan on hosting or attending a party. 14% plan on having a small family dinner at a restaurant. 10% plan to go to a parade or other type of organized event. And 6% have other Easter plans.

Buying Habits

In Ask Your Target Market’s latest online survey, 62% of respondents said that they are at least somewhat likely to make purchases related to Easter this year. Of those respondents, 88% said that they plan on purchasing Easter candy. 51% plan on purchasing other types of food. 47% are likely to buy gifts. 41% plan on buying Easter decorations for their homes. 31% plan on buying clothing items for Easter this year. And 25% plan on buying miscellaneous party supplies. In addition, 26% of respondents said that they are at least somewhat likely to go out to a restaurant for Easter this year.

Consumer Profile

According to Personality Radar, those who are likely to celebrate Easter this year tend to be fun loving, family-oriented individuals. They generally seem to have some disposable income, but still value great deals and buy items for practical reasons or convenience rather than status.

Key Takeaways

The majority of Americans still seem to be likely to celebrate Easter in some way - and that includes making purchases and patronizing other local businesses. For the businesses that want to attract Easter consumers could benefit from focusing mainly on family consumers. That could mean advertising in family oriented magazines or on family oriented websites. In addition, since the majority of buyers seem likely to make multiple Easter related purchases, things like product bundling, bulk discounts and in-store displays could help stores and brands immensely. You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Easter eggs! by Steve Cornelius under CC BY-ND 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on March 28 via AYTM’s online survey panel.

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