A study by market researcher Numerator indicates the lingering pandemic won’t deter most planned Easter gatherings.
Inflation has replaced COVID-19 as the foremost impediment to Easter basket building, Numerator noted, as 75% of consumers expect it to impact their shopping this year. Many plan to seek out sales and other discounts, at 48%, and cut back on items purchased, at 41%, in response.
Still, despite inflation, Easter celebrators, according to Numerator, still plan to shop a variety of categories, with the top five segments mentioned being food at 76%, candy at 68%, gifts at 34%, toys and games at 27% and decorations, at 27%.
In their Easter shopping, consumers will make in-store mass market retailers (61%) and grocery stores (60%) their main destinations for shoppers, followed by warehouse clubs at 28% drug stores at 22% and online-only retailers at 19%
The vast majority of consumers expect to do their Easter shopping in-person, Numerator pointed out, and about a third plan to make at least some of their purchases online. The largest proportion of consumers, at 42%, told Numerator they planned to spend between $26 and $75 on their Easter goodies.
