Crab promotions lead US retailers' big Easter push

Grocery chains across the United States are featuring seafood this week, aiming for a slice of what is projected to be record spending for the Easter holiday.

Americans plan to spend a collective USD 24 billion (EUR 22 billion) on Easter this year, up from USD 20.8 billion (EUR 19.1 billion) in 2022, according to the National Retail Federation and Prosper Insights and Analytics’ annual survey. Eighty-one percent of Americans will celebrate the holiday and spend an average of USD 192 (EUR 176) – the highest figure on record.

“We are seeing real Easter sales growth compared with pre-pandemic," Prosper Insights Executive Vice President of Strategy Phil Rist said. "Consumers ages 35 to 44 will bump up their spending more than any other group."

Research firm Numerator found 85 percent of consumers plan to celebrate Easter, with 57 planning to spend it with family and friends. Members of Gen X and Boomers are more likely to celebrate Easter overall, while Gen Z and Millennials are twice as likely to travel for the holiday, Numerator said.

The top Easter items consumers say they are planning to purchase include candy (USD 3.3 billion, EUR 3 billion), gifts (USD 3.8 billion, EUR 3.5 billion), and food (USD 7.3 billion, EUR 6.7 billion). The most popular Easter Sunday activities this year include cooking a holiday meal (56 percent), visiting family and friends (50 percent), going to church (43 percent), and planning an Easter egg hunt (34 percent). 

The NRF and Prosper Analytics survey found 54 percent of those not celebrating the holiday still plan to take advantage of Easter-related bargains. They anticipate spending USD 23.41 (EUR 21.48) per person and are primarily looking to purchase candy and food.

Despite a projected increase in spending for the holiday, 51 percent of consumers expect economic hardships to affect their holiday plans, according to Numerator.

“Fifty-seven percent of consumers have a high level of concern regarding the economy,” Numerator said in a separate press release, and 68 percent of Americans believe the country is in an economic recession, it found.

For Easter, consumers plan to save money by ... 

Photo courtesy of Fresh Thyme