Easter Will Be Hoppin’ for Parents this Year
Ah, the Easter Bunny. Not quite as generous as Santa, but still a fun holiday mascot. Growing up, our Easter Bunny would always hide our baskets around the house, and it was a competition between my two sisters and me not to be the rotten egg – the last one to find her basket. My older sister was always the worst at this – she even lost the year her basket was “hidden” under a paper grocery sack in the middle of the living room floor. #goodtimes
Aside from the obvious – and important – religious aspect of Easter, the holiday has become a lucrative time for retailers to boost sales, too. Easter rivals Mother’s Day and Valentine’s Day in terms of amount consumers plan to spend. So, let’s focus on the commercial side of Easter with a look at the holiday’s “big spenders” – parents.
Let’s face it – not everyone anxiously awaits E. Bunny’s arrival. For those of us without children in the household, we pick up food, candy [hold the marshmallow-esque confections, please!], perhaps some flowers, and a few cards and call it a day, spending-wise. For parents with children in the household, it’s a little different – Susie’s gotta have a new dress that’ll get dirty in a few minutes, Johnny needs a tie that he’ll yank off in no time, and the baskets. Oh, the Easter baskets.
My parents were generally pretty conservative with our baskets [though I’d always covet those monstrous pre-packaged ones you see in the mass stores]. Amid the room-temperature, psychedelic colored hard-boiled eggs, we’d find a fair amount of candy and usually a small gift worth $5 or so. Now I’m not implying that parents today go overboard with the baskets, but judging by the amount they plan to spend on the holiday this year compared to your average celebrant (“Adults 18+”), we can see that there’s definitely more of a financial burden on this segment when it comes to playing the part of the Easter Bunny.
According to the data we collected in March for the National Retail Federation, 91.7% of parents with children in the household (“Parents”) plan to celebrate Easter this year, indexing higher compared to adults in general (81.9%). And among these Parents, they plan to spend a whopping $195.09 for the Easter holiday, more than a third higher than average ($145.28). How does all of this break down? About a quarter of this spending is budgeted for food ($52.36), while apparel ($39.41), gifts ($28.47), and candy ($26.43) make up the bulk of the balance. Here’s a visual:
While discounters (69.2%) will be the most likely stop for Parents on their Easter spending spree, the majority (53.2%) of these consumers will also head to department stores. Parents are nearly 50% more likely to visit a specialty clothing store (14.2%) for Easter apparel this year compared to Adults 18+ (9.7%) – looks like little Johnny might be decked out in fancy duds this year.
For more information on this data, please contact BIGinsight™.
And, for the full press release from the National Retail Federation: Spring Apparel, Candy to Send Easter Sales Past $16 Billion, According to NRF.
Source: BIGinsight™ Monthly Consumer Survey – MAR-12 (N = 9242, 3/6 – 3/13/12)
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