Strong sales are expected over the Easter holiday weekend at U.S. grocery stores, and if those predictions come to fruition, American retailers will have enjoyed a successful Lenten season.
Americans plan to spend a total of USD 23.6 billion (EUR 20.8 billion) on Easter shopping this year, which would be more than the USD 22.4 billion (EUR 19.7 billion) spent last year, according to the National Retail Federation (NRF) and Prosper Insights & Analytics annual survey. The spending includes gifts, candy, food, decorations, and other items.
“As we witnessed throughout the pandemic, holidays such as Easter are especially meaningful for Americans during times of uncertainty,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said in a press release. “During this time of economic uncertainty, consumers are prioritizing their Easter celebrations, and retailers are ready to help them enjoy this special occasion with loved ones.”
Nearly 90 percent of consumers plan to purchase food for the holiday weekend, with the survey anticipating USD 7.4 billion (EUR 6.5 billion) worth of spending in that category.
Seafood sales at U.S. retail experienced a solid March due to the late timing of Lent versus last year and tariff concerns causing stockpiling behavior.
Frozen seafood sales surged 5.1 percent year over year in the month to USD 738 million (EUR 650 million), while sales by volume in the category grew 3 percent, according to Circana data analyzed by Lakeland, Florida, U.S.A.-based 210 Analytics.
Ambient seafood sales increased 4.4 percent to USD 276 million (EUR 243 million), and sales by volume increased 8 percent. Fresh seafood sales realized slower growth at 1.9 percent – primarily due to higher shellfish prices – but sales still reached USD 679 million (EUR 598 million) in March; sales by volume rose 1.4 percent in the category.
Seafood sales are expected to benefit again during the Easter weekend and beyond.
“Seafood had a favorable Lenten sales impact as salmon and shrimp have shown year-over-year gains and should continue throughout the Easter holiday leading into Mother’s Day,” Jason Resner, the president of retail consulting firm DNR Sales and Marketing Strategy Advisors, told SeafoodSource.
Discount stores such as Aldi, along with Costco and Walmart, will likely benefit most from Easter sales. Discount stores continue to be the most popular shopping destination for Easter items, as 55 percent of shoppers said they would visit one while holiday shopping, according to NRF & Prosper.
Nearly 57 percent of Americans plan to buy Easter items at Walmart and Costco, according to a Numerator survey, while 54 percent plan to shop at grocery stores, 30 percent plan to shop at discount or dollar stores, and 27 percent will shop at online retailers such as Amazon and Etsy.
Reflecting consumers’ uncertainty due to tariffs and inflation, 36 percent of Americans surveyed by NRF & Prosper said they are influenced by sales or promotions for Easter purchases. Of those who do not plan to celebrate Easter, 54 percent are still expecting to spend an average of USD 25.43 (EUR 22.40) per person on holiday-related items, which would be around USD 5.00 (EUR 4.40) more than last year.
“Even though a majority of consumers plan to celebrate the religious holiday with friends and family, others will still take advantage of holiday-related sales,” Prosper Executive Vice President of Strategy Phil Rist said. “Retailer deals and promotions offer those who don’t celebrate Easter an opportunity to buy candy, food, and other items [on discount].”
While many Americans eat Easter dinner at home, the holiday also brings in big business for U.S. restaurants – for both dine-in and takeout. Therefore, a number of restaurant chains and independent eateries are offering special seafood menus and promotions this year.
For instance, Four Flamingos, a Richard Blais Kitchen in Orlando, Florida, U.S.A., is offering an Easter brunch with a noshing table, raw bar, carving stations, dessert bar, and more. Florida black grouper, roasted leg of lamb, swordfish belly skewers, and picanha bearnaise are among the featured dishes.
Across the country, Seattle, Washington, U.S.A.-based Ivar’s Acres of Clams and Salmon House restaurants are offering an Easter buffet that includes fish ‘n chips, calamari, seafood cioppino, peel-and-eat shrimp, and snow and Dungeness crab legs.
Louisville, Kentucky, U.S.A.-based Long John Silver's is offering several Easter weekend specials, including USD 5.00 (EUR 4.40) off family meals and USD 10.00 (EUR 8.80) for Shrimp Sea-Shares.
