Research – Online Easter Shoppers Ready to Spend

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I think I can safely say I’m seeing a trend – in the year since we started looking at how consumers spend for various holidays, online shoppers tend to be a lucrative group. Admittedly one segment of the overall population, it appears that online shoppers often outspend (sometimes even handily) consumers who don’t shop online for these occasions. Recently released data from our parent, the National Retail Federation, and collected as part of the BIGresearch Consumer Intentions & Actions survey just last week, shows that Easter 2010 should only further bolster this trend.

If you’re waffling at all about targeting online consumers for this occasion, consider the following:

  • Four out of five consumers surveyed will celebrate Easter this year, and of those, 13% plan to make some portion of their Easter purchases online.
  • Online consumers each plan to spend a combined net average of $221.73 for Easter, or almost twice the amount for all consumers celebrating the holiday this year.
  • Almost one quarter of online shoppers expect to spend more this year than last, compared with just 9% of all consumers.

(I imagine you’d agree that these last two bullet points are the closest thing to online consumers waving a big flag at retailers with “I am ready to spend!” emblazoned on it.)

  • Most online consumers will buy candy and food, expecting to spend a net average of $25 for candy (vs. $17 for all consumers) and almost $55 for food (vs. $37.5 for all consumers).
  • Apparel, gift and flower retailers should also take heart: online consumers will spend quite a bit more in these categories than the average consumer. Online Easter shoppers plan to spend more than the average consumer on clothing ($39 vs. $19 for other consumers), gifts ($38.50 vs. $18) and flowers ($18 vs. $8), among other categories.
  • Online consumers shopping for Easter will not only turn to the Web for these purchases, however: among other venues, close to two-thirds will visit discount stores, and half will shop in specialty stores (e.g. greeting card / gift stores, florists, jewelry store, etc.).

With a rough winter just about behind us now, I’m guessing that retailers will find consumers ready to welcome spring and its holidays with gusto – and, at least online, appear to be ready to crack open their wallets in the process. For further details, see the full results and check out the NRF press release. And, as always, do let us know your thoughts and comments.

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