The Punchbowl Trends Blog

Marketing insights from the leading celebrations site for moms

Brands, Take Note of These 6 Key Stats About Seasonal Consumer Spending

May 07, 2014 · in Research

“Holiday spending” no longer refers only to the Winter months. Spending for holidays and events such as Mother’s Day, Back to School, and Easter continues to climb steadily. These consumer-based holidays generate spikes in sales for many of America’s top brands – especially within the celebrations industry. Products such as party snacks, beverages, and gifts are in high demand leading up to each major holiday.

According to a recent Mother’s Day survey conducted by the National Retail Federation, the top three consumer holidays are Winter holidays ($602.1 billion), Back to School/College ($72.5 billion), and Mother’s Day ($19.9 billion). 

consumer holiday spending

Why is this important to brands with seasonal marketing campaigns? They must take into account what people buy, when they buy it, how much is spent, and how they plan celebrations.

Here are 6 stats that may play into brands’ seasonal marketing campaigns throughout the year:

  1. In 2014, Mother’s Day spending is expected to reach nearly $20 billion total, with each individual consumer spending an average of $163. (NRF)
  2. The average amount spent on Easter candy, clothes, and supplies per family is $225.43 online compared to $131.04 at brick-and-mortar stores. (StatisticBrain)
  3. On average, families spend $688 on back-to-school items, and total spending amounts to over $26 billion. (MarketingCharts)
  4. 28% of people buy candy for Winter holiday entertaining. (Supermarket News)
  5. 53% of moms say they use technology to help plan special occasions like holidays and birthdays. (Punchbowl)
  6. Last year, two-thirds of Americans said they would participate in Halloween activities, and spend an average of $75 to celebrate. This adds up to a total of $6.9 billion spend nationwide – no small amount. (NRF)

Brands should pay attention to these seasonal consumer trends, especially if they offer products that fulfill party hosts’ needs. To learn more about other consumer trends that may affect your brand, download our free white paper.




Posted by Amie Reardon

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