U.S. Easter consumer trend survey: Amazon is the preferred online retailer

To understand the consumption trends of American consumers this Easter, data company Numerator surveyed 1,272 American consumers from March 25 to March 29, 22.

On April 7, data company Numerator released the results of its 2022 Easter Consumer Sentiment Study.

Americans celebrate Easter in many ways

Easter is one of the oldest Christian holidays and holds great significance for Americans.

Research shows that although the epidemic situation in the United States remains severe, 61% of consumers say the epidemic will not affect their Easter celebrations .

As concerns about the pandemic recede, family gatherings are returning in the U.S. Among those who plan to celebrate Easter , nearly two-thirds (64%) say they will gather with family and friends, an increase of 22% from the same category in 2021 .

Not only that, Easter travel has returned to pre-pandemic levels, with 11% of consumers saying they will travel during Easter 2022, up from 2% in 2021 and exceeding the 10% level before the COVID-19 pandemic.

In addition to gatherings and travel, 42% of consumers plan to cook or bake on Easter, 31% will attend religious services, 26% will decorate their homes or give gifts, 19% will attend a party or barbecue, and 11% plan to eat out .

Amazon is the top online shopping platform for American consumers during Easter

In terms of shopping, 97% of consumers said they would shop during Easter, with the specific proportions of the products they chose being: food ( 76%), candy (68%), gifts (34%), toys/games (27%), decorations (27%), alcoholic beverages (25%), clothing (16%) and party supplies (14%).

In terms of brand choice , Reese's is the top candy brand for Easter shoppers, with 68% planning to buy Reese's this year , followed by M&M's (57%), Hershey's (56%), Peeps (44%) and Cadbury's (42%).

In terms of shopping methods , 88% of consumers said they will shop in-store during Easter 2022, and 32% said they will shop online at least once .

According to data, Amazon is the preferred online retailer for American consumers during Easter , accounting for 22% of the total , followed by 16 % of consumers choosing to shop online at Walmart and 12% of consumers choosing to shop online at Target .

In terms of shopping time, 32% of shoppers plan to shop a week before Easter , 10% plan to shop 1-2 days in advance, and 1% plan to shop on Easter day.

Recent inflation in the United States has had a certain impact on consumer shopping. 75% of consumers are concerned about inflation and product shortages , and their shopping habits have changed accordingly.

To cope with inflation, 48% of consumers said they would search for promotions and coupons, 41% would reduce the number of items they purchased, 34% would turn to lower-priced brands, 31% would shop earlier than usual to find low-priced products , 30% would compare multiple retailers to choose the product with the best price , and 30% would research prices before shopping.

The first two quarters of each year are the off-season for cross-border e-commerce, and shopping desire is relatively low. Easter is the first wave of consumption opportunities in the second quarter of 2022, and merchants must seize it.

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Easter consumer trends