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An estimated 207 million U.S. individuals celebrate Easter each year and an estimated 31 million of these celebrants give an Easter basket, only 5 percent of which are pre-filled, according to the NPD Group’s “SnackTrack Holidays Easter Profile.”
Sixty percent of adults begin shopping for Easter baskets, gifts, snacks and treats only about a week before Easter, according to NPD’s snacking research. A majority of celebrating adults (58 percent) spent on Easter candy, 40 percent of which said they came in under budget for the category; gifts motivated more overspending than did candy or snacks.
While grocery stores are the most commonly used channel for Easter, discount stores more successfully encourage higher spending on candy relative to budgets. Additionally, more men than women identified grocery stores as their primary candy shopping destination; discount and drug stores favor female shoppers while dollar stores exhibit a nearly even split between genders.
“The Easter holiday is a time for family — immediate and extended — which enables food manufacturers and retailers to connect with consumers via family imagery and themes,” said Darren Seifer, food & beverage industry analyst. “Creating marketing and merchandising plans that inspire earlier interest, activities, and even gifting will lead to added excitement around the holiday and greater spending.”
The NPD Group provides comprehensive consumer and retail information to more than 2,000 manufacturers, retailers, and service companies to help them drive critical business decisions at the global, national, and local market levels.