STEVENS, Pa., (UPI) — No holiday rises to the gifting magnitude of Christmas, but a U.S. marketing researcher says Easter follows Halloween as the fastest-growing holiday.
Pam Danziger, president of Unity Marketing and author of “The Gifting Report 2012: The Ultimate Guide to the Consumer Gift-Giving Market,” said gifting consumers spent 24 percent more on Easter gifts than they did just two years ago.
“Although no holiday rises to the gifting magnitude of Christmas, our research shows that Easter is growing in importance in the yearlong gifting landscape,” Danziger said in a statement.
The number of recipients bought for during this holiday has remained stable at about three, but that means overall spending on the gifts bought for Easter is up, Danziger said.
“Easter is a holiday often celebrated with gifts for kids,” Danziger said. “This focus on children largely drives the list of other popular gifts, which includes consumables like chocolate, books and toys, and giftables.”
However, Danziger said a smaller but important segment of gift purchasers buy for their spouses, significant others and other adults. For example, three of the fastest-growing gift categories for Easter — consumables, especially popular gift choices like wine and coffee; clothing and fashion accessories; and personal care products — are not necessarily associated with children.