Insights into U.S. Easter consumer trends! Amazon is the preferred online retailer

It is learned that on April 7, data company Numerator released the results of the 2022 U.S. Easter Consumer Sentiment Study. The study surveyed 1,272 U.S. consumers from March 25 to March 29, 22, revealing the Easter shopping trends of American consumers.

Easter is a major holiday in the United States, and more than half of consumers (61%) say the pandemic will not affect their celebrations, but concerns about inflation and product shortages remain high (75%).

Gatherings

The research shows that more than four in five consumers (84%) expect to celebrate Easter this year, with Baby Boomers and consumers in the Northeast being even more likely to do so (88% and 90%, respectively). Of those who plan to celebrate, nearly two-thirds (64%) say they will gather with family and friends, a significant increase of 22 percentage points from 42% in 2021.

In addition to gatherings, 42% of consumers plan to cook or bake on Easter, 31% will attend religious services, 26% will decorate their homes or give gifts, 19% will attend a party or barbecue, and 11% plan to eat out.

Purchase Category

While food and candy top the list of planned Easter purchases, the number of consumers planning to buy alcohol (25%) is almost the same as those planning to buy toys or games (27%).

97% of consumers said they will shop for Easter, including food (76%), candy (68%), gifts (34%), toys/games (27%), decorations (27%), alcoholic beverages (25%), clothing (16%) and party supplies (14%).

Shopping channels

Notably, consumers continue to return to in-store shopping, with nearly nine in ten consumers (88%) saying they will shop in-store during Easter 2022 and 32% expecting to make at least one online purchase.

Amazon is the top online retailer for Easter. Nearly a quarter (22%) of consumers plan to shop on Amazon.com, compared to Walmart.com (16%) and Target.com (12%).

In addition, nearly a third (32%) of Easter shoppers plan to shop a week in advance, 10% plan to shop 1-2 days in advance, and 1% plan to shop on Easter Day. Therefore, sellers will get more sales if they start promotions about a week before Easter.

Seeking low prices

Inflation is affecting U.S. consumers’ Easter shopping, with three-quarters (75%) of consumers expecting inflation to impact their Easter shopping, and consumers will make trade-offs and change their shopping habits in response to price increases.

Nearly half (48%) said they search for sales and coupons, 41% reduce the number of items they buy, 34% turn to lower-priced brands, 31% shop earlier than usual to find better prices, 30% shop at multiple retailers to find the best deal, and 30% research prices before buying.

Finally, consumers are bracing for supply chain disruptions, with three quarters (75%) saying they expect shortages of Easter products, with 10% expecting the impact to be high.

Editor ✎ Xiao Zhu/

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