More People Will Gather This Easter Since Pandemic Onset

Alcohol and toys are just as likely to make it into Easter baskets as candy and food.

April 11, 2022

Mother and Son Decorating Easter Eggs

CHICAGO—More than half of consumers (61%) do not expect COVID-19 to impact their celebrations, which is the highest number for any major holiday since the onset of the pandemic, according to a consumer sentiment survey by Numerator. However, consumers are worried about inflation and product shortage, with 75% of consumers reporting concern for each.

More than 4 in 5 consumers (84%) expect to celebrate Easter this year, with Boomers+ and Northeastern consumers even more likely to celebrate (88% and 90%, respectively). Among those who intend to celebrate, nearly 64% say they will gather with family and friends, a significant 22-point increase from the 42% who said the same in 2021.

While food and candy top the list of planned purchases, nearly the same number of consumers plan to buy alcohol (25%) as those who plan to buy toys or games (27%). More than two-thirds (68%) plan to buy Reese’s this year, followed by M&M’s (57%), Hershey’s (56%), Peeps (44%) and Cadbury (42%). More than half (55%) of seasonal candy shoppers plan to buy at least one brand of jelly beans.

Nearly 9 in 10 consumers (88%) say they will shop in-store for Easter 2022, and 32% expect to make at least one purchase online. With 61% of consumers planning to shop at big box retailers and 60% at grocery stores, these two channels are poised to capture the majority of Easter 2022 spend. Nearly a quarter (22%) of consumers plan to buy on, compared to (16%) and (12%).

Seventy-five percent of consumers expect inflation to impact their Easter shopping, with 18% expecting a significant impact. Among consumers who reported a worsening financial situation in 2022, 33% expect a significant inflation impact—15 points higher than the average Easter shopper. Seventy-five percent of consumers say they are expecting Easter product shortages, with 10% expecting the impact to be significant.

Nearly half of respondents say they will search for promotions and coupons—41% will reduce the number of items they purchase, 34% will switch to lower priced brands, 31% will shop earlier than usual to find better bargains, 30% will shop at multiple retailers to find the best deals, and 30% will research prices prior to shopping. Fewer than one in 10 (7%) say inflation will not affect their shopping.