Easter consumption is mainly related to traditional customs of the festival. For example, people need to wear new clothes for Easter and participate in activities, so they will also purchase seasonal clothing and Cosplay clothes to a certain extent. Before the festival, they prepare decorations for activities and gifts for relatives and friends, and these gifts are also centered around the symbols of Easter: eggs, chicks, lilies, rabbits and fire. Foreign buyers need to use local materials for eggs, flowers, etc. However, Chinese sellers can sell related derivatives, such as egg chocolates, egg carvings, chick plush toys, rabbit key chains, rabbit plush toys, torch models, etc. If foreign customers need to make rabbit-shaped and egg-shaped chocolates and cakes at home, they will also purchase kitchen cake molds, etc.
According to the 2015 Consumer Intentions and Actions Survey conducted by the National Retail Federation (NRF) of the United States (completed by BIGresearch), the average consumer’s consumption expectation is $131.04 (all goods from candy to clothing), higher than $118.60 in 2014, but not yet reaching the pre-recession level.
In addition to the candies, chocolates, eggs, etc. that are essential for Easter, many Americans will cater to the custom of wearing new clothes for Easter on the one hand; on the other hand, they will take advantage of the retailers’ spring promotions and discounts to buy new clothes for the whole family. The average expenditure on clothes is about $21.51, and the total sales of new clothes purchased for Easter in 2014 was 2.4 billion yuan. In addition, consumers spent an average of $9.02 on flowers, $10.3 million on decorations, and $6.79 on greeting cards. Children look forward to the visit of the Easter bunny Bumy, and the average gift expenditure is $19.89, with a total of $2.2 billion.
In addition, the most popular places to buy Easter gifts are department stores (36.6%) and discount stores (62.6%). Purchases are mainly concentrated in flower, jewelry and electronic product stores, accounting for about 22.4%. In addition, clothing stores account for about 8.1%, online purchases account for about 14.8%, and sales through catalogs account for about 3.5%.
The survey also found that Easter consumption is mostly for people aged 25 to 34 ($173.41 in 2015 and $136.79 in 2013) and young people aged 18 to 24 ($145.12 in 2015 and $125.85 in 2014). The average consumption of people aged 35 to 44 is $138.55, the average consumption of people aged 45 to 54 is $122.15, and the average consumption of people aged 55 to 64 is $113.32.
According to the National Retail Federation’s Easter Consumer Survey, in 2015 In 2017, the average per capita spending for Easter in the United States reached $140.62, an increase from $137.46 in the same period of 2014, and the total spending reached $16.4 billion. According to information compiled by the China Chain Store Association, 45% of Americans will buy clothing products to celebrate Easter, and the spending on bright-colored clothing for themselves and their families will exceed $2.9 billion. However, 85.7% of Americans will buy food for family or other holiday celebrations, and the total spending is expected to exceed $5.3 billion.