California Easter Retail and Celebrations

Easter Spending is expected to be 2nd highest in survey history! 2017 consumers spent $18.4 billion | 2018 they spent $18.2 billion

There's another side to Easter beyond eggs, bunnies and Christianity--and it involves money.  The National Retail Federation, which tracks consumer spending for holidays such as Christmas, Valentine's Day, Mother's & Father's Day and Easter, says: "We're on a budget for Easter holiday--spending is flat." According to their research, the average American celebrating Easter will spend approximately $145.13 on candy, decor, apparel and food--about the same as last year's spending. Total spending will reach an estimated $17.2 billion.

2018

According to the survey, consumers will spend $5.7 billion on food (purchased by 87 percent of shoppers), $3.2 billion on clothing (48 percent), $2.9 billion on gifts (61 percent), $2.6 billion on candy (89 percent), $1.3 billion on flowers (39 percent), $1.1 billion on decorations (42 percent) and $780 million on greeting cards (46 percent).

In preparation for the Easter holiday, 59 percent of consumers will shop at discount stores, 46 percent will visit department stores, 28 percent will make purchases online, 25 percent will go to a specialty store and 25 percent will go to a small business or local store. Among smartphone users, 30 percent will research products or compare prices on their devices while 19 percent will use their phones to make a purchase.

 60 percent will visit family and friends, 58 percent will cook a holiday meal, 51 percent will go to church and 17 percent will go to a restaurant. The Easter Bunny is expected to have a busy holiday season: 35 percent of consumers will participate in an Easter egg hunt and 16 percent will open gifts. In addition to traditional holiday events, some consumers will pursue more leisurely activities: 45 percent will watch TV, 11 percent will shop online, 9 percent will shop in a store and 8 percent will go to a movie.

How money is spent in Easter Season 2013

• 90.5%  will stock up on Easter candy, spending an average of $20.66 on jelly beans, chocolate and more. Additionally, consumers will spend an average of $20.82 on gifts, $9.49 on flowers and $9.11 on decorations.
• 86.9% of those celebrating Easter will spend an average of $45.26 on items needed for their holiday meal.
• 48.4% will purchase clothing this Easter, spending an average of $25.91 on new outfits for their kids and/or something new for themselves.
• 63.4% will shop at discount stores
• 40.7% will shop at  department store
• 21.1% will shop online
• 43.3% of smartphone owners will use their mobile device to research product information, look up store hours and location, compare prices and even purchase gifts and other item; 14.8% of  these people will purchase Easter products with their smartphones
• 51% of tablet owners will use their device to make purchases, research products and look up retailer information; 22.1% say they will purchase something via their tablet

In California, the majority of 450+ cities and municipalities host festivities tied to Easter such as egg hunts, Eggstravaganzas, bunny breakfasts and spring festivals with egg  hunts. It is not surprising, considering that the United States has more Christians than anywhere on Earth--approx. 76% of the population. Though several cities have discontinued their annual Easter celebrations this year and municipalities have removed the word, 'Easter', from special egg & candy hunting events (with a few exceptions,) practically every city calendar lists the religious holiday.

Question: What do  bunnies and eggs have to do with Easter, anyway?

Answer:  Before Christianity existed, eggs, rabbits and hares were symbols of the rising fertility of the earth at the March Equinox. Easter, itself, is determined by the vernal equinox on March 21,  and is celebrated on the first Sunday following the full moon anywhere between March 22 and April 25 every year. Fertility represented by bunnies & eggs became part of  Easter celebrations that you'll find today in churches hosting Easter Egg Hunts for kids, just for fun.