This weekend is Easter, a holiday typically celebrated among family and friends and full of candy, spring decor, annual traditions, and services. But how has the past year's pandemic impacted consumer behavior and purchasing habits for 2021 holiday events like Easter?

According to a recent survey conducted by the NRF, nearly 8 in 10 American consumers will celebrate Easter this year. That 79% data point is identical to 2019 and only 2% lower than the (pre-pandemic) 2020 survey result. Interestingly, average consumer spending is estimated to be the highest on record at $179.70 per person. When it comes to purchasing, the three top drivers of growth this year are candy (89%), food (88%), and Easter gifts (64%).

So, how are people planning to celebrate this year? The survey shows cooking, visiting family and friends in person, and watching TV at the top planned Easter celebrations. I am slightly disappointed "watching TV" is at the top of the list this year. It doesn't seem to be a very Easter-like behavior, in my opinion. A couple of interesting data points show that the number of people planning to visit family and friends has increased 19% from 2020, and cooking an Easter meal also increased 8% to 59%.

The data shows that 35-44 year-olds top the charts for celebrating (84%) and average spending of $260.33.

One prediction of increased consumer spending and celebrations is the newest CDC guidelines stating that vaccinated persons can gather together for meals and Easter festivities. Also, more and more people are comfortable with mask-wearing, cleaning procedures, and safe social gatherings than ever before. Additionally, the springtime weather means people can spend time outdoors, aka Easter egg hunting and eating on the patio.

Each year, the NRF conducts a survey to ask American adults how they plan to celebrate Easter and determine their purchasing behaviors. This year, 8,111 consumers took part in the survey, yielding a margin of error of +/- 1.1%, which means this data is incredibly valid and an accurate indication of consumer behavior metrics for Easter 2021. You can access the historical data here. One thing to note is that the 2020 survey was conducted in early March, just before the pandemic resulted in a government-mandated shutdown and consumers' cancellation of planned celebrations.