The National Retail Federation (NRF) expects the average Easter spending to be the highest on record this year with consumers plan to spend an average of $179.70 per person. The survey, that was conducted among 8,111 consumers from March 1-8, reveals that 79% of the Americans plant celebrate Easter this year and flowers are not being forgotten. In fact, spending plans on flowers are highest ever, since 2019, with 43% planning to spend money on flowers.
Source: NRF's Annual 2021 Easter Spending Survey, conducted by Prosper Insights & Analytics Click here for all figures
Spending on flowers
The survey reveals that 43% of the consumers are planning to spend their money on flowers, which is up compared to the percentages since 2019. However, the total spending on flowers is expected to be lower compered to last year; $1.43 billion (in 2019 it was $1.47 billion). Despite, both amounts are the highest recorded since 2019. So, when breaking it down to per person spending, it $11.87 is expected to be spent per person this year, compared to $11.90 last year.
Demographics
When looking at the demographics, 37% of the women and 49% of the men are planning to buy flowers and most consumers aged 35-44 are planning to buy flowers (56%), followed by 25-34 aged consumers (55%), 18-24 aged (53%), 45-54 aged (43%), 55-64 aged (30%), and 65+ (28%). In the Northeast 50% is planning to spend money, followed by West (48%), South (43%), and Midwest (33%)
What those not celebrating Easter plan to buy (if anything) when shopping Easter-related sales?
21% of the consumers asked do not plan on celebrating Ester this year. However, of those not celebrating still plan to shop Easter-related sales and the amount these shoppers plant to spend is $21. So, how do flowers score? 7% is planning to spend it on flowers (6% men, 7% women) and mainly aged between 18 and 44 years in the Northeast and West.
Record
The consumers plan to spend an average of $179.70 this Easter, the highest figure on record. In total collective $21.6 billion is expected to be spend. “With new stimulus funds from the President’s American Rescue Plan, positive trends in vaccinations and growing consumer confidence, there is a lot of momentum heading into the Spring and holiday events like Easter,” said NRF President and CEO Matthew Shay. “Many have figured out how to celebrate holidays safely with family and that is reflected in consumer spending this Easter.”