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Who Buys Source

A 2014 survey of approximately 6,300 adults, commissioned by the National Retail Federation, indicated the percentage of the following age groups who planned to celebrate Easter in some fashion: 18-24, 87.6%; 25-34, 85.0%; 35-44, 84.7%; 45-54, 80.9%; 55-64, 74.5%; 65+, 70.7%.

National Retail Federation, 2014

Of the total number of Easter/Passover floral purchases, 74% are made by women and 26% are made by men.

Society of American Florists, 2013

Based on research by the National Restaurant Association, 14% of adults -- 33 million Americans -- said they planned to celebrate the 2013 Easter holiday by dining out at a restaurant.

National Restaurant Association, 2013

When They Buy Source

According to a 2013 survey by the National Restaurant Association, of those consumers planning to celebrate Easter with a special meal at a restaurant, when they planned to dine (more than one answer possible): Lunch, 46%; dinner, 44%; brunch, 29%; breakfast, 21%. Seventeen percent indicated they were planning to have more than one meal at a restaurant on Easter Sunday.

National Restaurant Association, 2013

Why They Buy Source

A 2014 pre-Easter survey by the National Confectioners Association found that brand names influence 71% of Americans' candy purchases.

National Confectioners Association, 2014

Among those consumers who make Easter/Passover floral purchases as a gift, who they buy for: Mother, 27%; spouse/significant other, 18%; friend, 11%; daughter/son, 8%; other relative/other, 36%.

Society of American Florists, 2013

Seventy-three percent of Easter/Passover floral purchases are made as a gift for someone else, while the remaining 27% of consumers buy for themselves.

Society of American Florists, 2013

How They Buy Source

According to the National Retail Federation, consumers are expected to spend an average of $137.46 celebrating Easter 2014, compared to $145.13 in 2013 and $145.28 in 2012. Projected average 2014 spending, by age group: 18-24, $124.14; 25-34, $176.76; 35-44, $159.16; 45-54, $140.10; 55-64, $121.40; 65+, $99.90.

National Retail Federation, 2014

According to the 2014 study by the National Retail Federation, how consumers planned to allocate their Easter spending, by average amounts: Food, $43.18; clothing, $22.71; gifts, $20.36; candy, $19.33; flowers, $9.24; greeting cards, $6.06; decorations, $9.12; other, $7.46.

National Retail Federation, 2014

According to the pre-Easter 2014 survey by the National Retail Federation, men were predicted to spend an average of $146.99 during the holiday, while women were projected to spend an average of $128.45. Consumers living in the Northeast were expected to spend the most during Easter ($156.16), while shoppers in the Midwest were predicted to spend the least ($124.90).

National Retail Federation, 2014

What They Buy Source

According to the survey of approximately 6,300 Americans, conducted prior to Easter 2014 by the National Retail Federation, what consumers will be buying during the holiday (multiple answers): Candy, 89.3%; food, 85.7%; gifts, 57.9%; greeting cards, 47.0%; clothing, 42.9%; decorations, 38.8%; flowers, 36.5%; other, 21.1%.

 

National Retail Federation, 2014

According to the National Restaurant Association, among those consumers planning to dine out for Easter in 2013, what type of "must have" food items they were looking for: Buffet, 51%; ham, 39%; pastries, 37%; eggs, 27%; lamb, 7%. 

National Restaurant Association, 2013

Types of cut flowers bought for Easter/Passover: Mixed flowers, 34%; daffodils/iris/tulips, 15%; roses, 9%; carnations, 8%; chrysanthemums/daisies, 5%; lilies, 5%; orchids/tropicals, 1%; other single flower types, 23%.

Society of American Florists, 2013

Of the flowering houseplants purchased for Easter/Passover, lilies account for 52%, while the remaining purchases include such varieties as azaleas and African violets.

 

Society of American Florists, 2013

Where They Buy Source

Based on the 2014 survey commissioned by the National Retail Federation, where consumers planned to do their Easter shopping (more than one answer possible): Discount stores, 61.5%; department stores, 38.1%; specialty stores (greeting card/gift stores, florists, jewelry stores, electronics stores), 22.3%; online, 19.1%; specialty clothing stores, 8.2%; catalogs, 2.4%.

National Retail Federation, 2014

Business Trends Source

The National Retail Federation estimates that total spending on Easter 2014 will amount to $15.906 billion, down from $17.195 billion in 2013 and $16.750 billion spent in 2012. Projected share of Easter spending in 2014, by retail segment: Food, $4.997 billion; clothing, $2.628 billion; gifts, $2.356 billion; candy, $2.237 billion; flowers, $1.069 billion; decorations, $1.056 billion; greeting cards, $701 million; other, $863 million.

National Retail Federation, 2014

Based on a survey of approximately 6,300 adult consumers, conducted by the National Retail Federation, 13.3% of the respondents said they would be spending more during the 2014 Easter holiday, while 18.7% indicated they would be spending less, and 68.0% expected to spend the same as the previous year.

National Retail Federation, 2014

Easter is the No. 2 holiday for candy sales, behind only Halloween.

National Confectioners Association, 2014

Easter is the fifth most popular holiday for sending greeting cards, behind No.1 Christmas, Valentine's Day, Mother's Day and Father's Day.

Greeting Card Association, 2014

Eighty-seven percent of adults carry on the tradition of creating Easter baskets for their children. Most of these parents also add personal touches to the baskets.

National Confectioners Association, 2014

Easter is the fourth most popular holiday for floral purchases (fresh flowers and plants), behind Christmas/Chanukah (30%), Mother's Day (24%) and Valentine's Day (20%), capturing 13% of the total transactions. In dollar volume, Easter also ranks fourth (10%) behind Christmas/Chanukah (30%), Mother's Day (25%) and Valentine's Day (25%).

Society of American Florists, 2013