Numerator, a data and tech company serving the market research space, has launched a consumer sentiment study to understand how people plan to celebrate, shop and spend for Easter 2021. Overall, 2 in 5 consumers (39%) plan to celebrate at home due to COVID-19 concerns, one-third (32%) plan to do their shopping online, and one-third (33%) plan to spend less than previous Easter holidays.
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The consumer sentiment survey of 3,100 verified shoppers shows the following key findings:
- 1 in 5 consumers (22%) say their Easter plans are unaffected by the pandemic.
- 3 in 5 consumers (60%) say they will either stay home or limit contact with others this Easter, due to COVID-19 concerns.
- 71% of consumers say they typically gather with friends and family for Easter, but less than half (42%) plan to do so this year, a drop of 29 percentage points.
- Attending or hosting egg hunts, buying gifts and traveling are all down significantly from prior years at -22, -10 and -8 percentage points respectively.
- Ordering takeout/delivery food was the only celebration method to see an increase from previous years (up from 2% to 4% in 2021).
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Easter 2021 Celebration Methods
Percentage of Respondents Selecting
|
Previous Easter Holidays |
Easter 2021 |
Point Change |
|
|
Attend or host a gathering |
71% |
42% |
-29 |
|
Attend or host an egg hunt |
45% |
23% |
-22 |
|
Buy gifts |
36% |
26% |
-10 |
|
Decorate my home |
35% |
30% |
-5 |
|
Travel |
10% |
2% |
-8 |
|
Go out to eat |
9% |
4% |
-5 |
|
Order takeout/delivery |
2% |
4% |
+2 |
Easter Gifts and Shopping:
- Candy remains the most popular Easter gift, with 90% planning to purchase for Easter 2021, down slightly from 93% for prior years.
- Toys remain the second most popular Easter gift, but the number of people planning to purchase for 2021 is down 11 percentage points (64% in 2021 vs 75% in prior years).
- Half of gift givers (51%) plan to purchase Food for Easter gifts, remaining consistent with previous years (51%).
- Spa Products see a +5 point increase (20% in 2021 vs 15% in previous years), perhaps due to consumers shifting in-person spa treatments to their homes.
- Clothes (-9 points), Accessories (-5 points), Flowers (-4 points), Jewelry (-2 points), and Electronics (-2 points) all see declines in planned gift giving for 2021. Alcohol remains flat with 7% of gift givers planning to buy in 2021.
- More than half plan to do their Easter shopping at Grocery Stores (54%), while 50% plan to do so at Mass Retailers, 33% at Dollar Stores, 32% at Online Retailers, 17% at Club Stores, and 14% at Drug Stores.
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