Easter is coming and consumers are hungry for candy
Some 50% plan to buy candy, and planned Easter celebrations are also up this year
Numerator, a data and tech company serving the market research space, has released new data on Easter 2023 consumer behavior, sourced from verified purchase data and a sentiment survey of over 5,200 consumers on their 2023 holiday intentions. Overall, 85% of consumers plan to celebrate Easter this year, and it is the second-most popular holiday for purchasing candy, second only to Halloween, with 50% of celebrators intending to buy candy.
Consumer Sentiment Findings Include:
- 85% of consumers plan to celebrate Easter but plans vary by generation. Gen X and Boomers+ are more likely to celebrate Easter overall, while Gen Z and Millennials are twice as likely to travel for the holiday.
- Easter 2023 celebrations are up compared to Easter 2022. 57% of celebrators plan to gather with family and friends (vs. 50% in 2022), 38% plan to cook or bake (vs. 27% in 2022), and 28% plan to attend a religious event (vs. 22% in 2022).
- Over 1 in 4 Easter celebrators plan to celebrate the religious meaning behind the holiday. 28% of intended celebrators plan to attend a religious event for Easter, making it the top holiday for such plans, followed closely by Christmas (26%) and Hanukkah (17%).