Easter 2021 Sneaks Up

Get those Easter baskets ready! It’s the final countdown to the Easter holiday.

The 2021 Easter retail season is two weeks shorter than last year. Therefore, retailers can expect even more last-minute Easter shoppers than average in these final days.

As the first major U.S. holiday to be impacted by the arrival of COVID-19, Easter 2020 required a quick adaption of plans. While things are beginning to open up this year, consumers still anticipate modifying their Easter plans like they did last year. Typically three-fourths of consumers gather with friends and family, but this year only 42% will do so. Instead, 53% of consumers will opt to celebrate by cooking at home and engaging in smaller, more intimate gatherings. Although one-third of shoppers plan to spend less on food and beverage, the influx of smaller gatherings may make up the difference. 

Gifting will still play a role in the Easter celebrations. 90% of shoppers plan to fill their baskets with candy and food, but we have our eye on a few other notable Easter trends:

  • 64% of shoppers plan to purchase toys for Easter gifting. Toys that promise to keep kids entertained after the celebrations are over are top sellers, including Jixels (+4,007% search interest vs. LY), Lego Dots (+3,454%), and Animal Crossing (+872%).
  • Retailers like Target and Amazon are offering novel spins on gift baskets for all ages, with gifting lists that include items such as scrunchies, skateboards, and baking sets. 
  • Brands like Peeps and Ring Pop are turning to digital experiences including livestreaming to help consumers make the most of the holiday with baking tips and games, among other ideas.

Easter has always represented renewal and reopening, and with light glimmering at the end of the pandemic tunnel, consumers will take that sentiment to heart more than ever this year. The brands and retailers that deliver solutions around that insight will come out on top this Easter season.

Contributed By: Megan McCaslin, Insight & Strategy, Integer Denver

Image Source: Unsplash