Easter Bunny under the Radar: Did We Shop More than Last Year?
In this article, we highlight some interesting data regarding Easter habits and shopping behavior, by comparing and contrasting data from this Easter with the 2017 Easter. The research consisted of an online survey conducted on our platform www.questia.ro and it was active between the 3rd and 5th of April 2018. The survey covered 900 respondents, with a +/- 3% margin of error when reported to the Romanian online population. For the 2017 Easter, we rely on data from our online research covering 813 respondents. The survey was active between 12th and 13th April 2017.
Seasonal holiday habits
The most important holiday in Romania is spent attending religious services (78.6% declare they spend their holidays religiously in 2017, 75.9% in 2018). As compared to last year, there is a small 2.5% difference between those who declare to spend it not religiously, while the percentages of those who have a different religion or are not interested in religious holidays are similar.
Out of those who celebrate Easter religiously, participating in at least one-holiday service is most common for both years (57.6% in 2017, 61.5% in 2018). There are similarities between the ones who declare they will take part in only one service and those who don’t have the time to take part in any services.
Easter is spent with family members: most of the Romanians spend the holidays with their extended families (66.2% in 2017, 67.2% in 2018), with their partner or spouse (43.4% in 2017, 43.8% with their partner/spouse in 2018 ), with friends (17.9% in 2017, 15.2% in 2018), and some alone (a higher percentage in 2017 than in 2018).
The majority of respondents spend Easter at home (62.2% in 2017 and 59.6% in 2018), almost one quarter at a family member’s home (a higher percentage in 2018 – 28.4% than in 2017 – 22.9%), and relatively few at their partner’s home (approximatively 2.7%). Traveling in Romania enjoyed a higher percentage in 2017 (4.8%) than 2018 (3.4%). Spending holidays abroad, at a friend’s home or in a restaurant/pub are habits only a minority engage in.
Easter seems to be less about shopping and more about spirituality. In this sense, almost a quarter said they don’t buy gifts for Easter (25.7% in 2017, 26.1% in 2018). The other shopping habits are similar for both years: usually, gifts are bought a week before the holiday (39.8% in 2017, 43.1% in 2018), two weeks before the holiday (26.5% in 2017, 22.2% in 2018) or even 3 weeks or one month ago. Spending money on gifts seems to be made later on each season, while consumers have altered their way that they manage and spend their money. All these make it harder for retailers to plan for or predict spending patterns.
One difference between shopping habits between this year and last year comes from the spending budget: in 2017 most respondents had a strict budget they hold to (55.6%). However, this year, most respondents declared they spent over the planned budget, even though not that much. It seems that respondents had different spending patterns during the two holidays.
The planned budget ranged between 100 and 300 RON for 54.8% in 2017, while in 2018 decreased to 53.0%; between 300 and 500 RON for 18.9% in 2017; 18.9% in 2018, and above 500 RON for 8.9% in 2017 and 10% in 2018. This shows that this year, respondents tended to spend more than last year, as mentioned above.
Seasons for gift giving
As mentioned in another blog post, gift giving is primarily a part of the social norms and customs of a society, regarded as an important aspect of building and bridging communities.
In this sense, top presents people bought in 2017 and 2018 were sweets, clothes/shoes, cosmetics and personal care products. Other mentioned gifts are accessories, books, and gift packages. We observe a difference between 2017 and 2018: other gifts are preferred in 2018 than in 2017, while cosmetics and toys are preferred much more this year than the last.
Therefore, seasonal spending in Romania has its own particularities. For instance, Christmas shopping is more intense than the Easter shopping, while the planning, budget and spending behavior differs from one holiday to the other.
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