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Easter Consumer Survey Results

According to the Pollfish 2017 Easter Consumer Survey – a national survey of 1,000 American consumers by Pollfish, the world’s leading mobile consumer intelligence platform – 54 percent of Americans plan to buy Easter gifts. Other notable findings include:

A. REESE’S PEANUT BUTTER EGGS ARE THE MOST DESIRED EASTER CANDY

Q: Which Easter candy brands would you most like to buy?

1. Reese’s Peanut Butter Eggs: 14 percent

2. Easter M&M’s: 11 percent

3. Jelly Belly Jelly Beans: 10 percent

4. Hershey’s Chocolate Bunny: 9 percent

5. Cadbury Creme Eggs: 8 percent

B. PEEPS IS THE LEAST PREFERRED EASTER CANDY BRAND OVERALL

Q:  How likely are you to recommend this candy brand to a friend or colleague? Net promoter score, aka NPS, measures customer satisfaction and brand perception on a scale of -100 to +100. (A positive, high score means consumers actively recommend the brand; a negative score could mean consumers actively dissuade friends.)

1. REESE’S: NPS of +32

2. HERSHEY’S: NPS of +31

3. CADBURY: NPS of +1

4. LINDT: NPS of -18

5. BRACH’S: NPS of -27

3. PEEPS: NPS of -36

C. AMERICANS OVERWHELMINGLY PREFER TO BUY IN-STORE

Q: What is your favorite way to shop for Easter?

1. In-store: 90 percent

2. Online: 10 percent

D. THE MAJORITY OF AMERICANS PLAN TO SPEND LESS THAN $25 PER GIFT

Q: How much are you likely to spend on an Easter gift?

1. Between $10 and $25 (37 percent)

2. Less than $10 (27%)

3. Between $25 and $50 (21 percent)

4. Between $50 and $100 (10 percent)

E. CANDY IS THE MOST POPULAR EASTER PURCHASE

Q: Which products do you plan to buy on/around Easter?

1. Candy: 23 percent

2. Plastic eggs or baskets: 15 percent

3. Stuffed animals: 12 percent

4. Toys: 12 percent

5. Clothes: 9 percent

F. WAL-MART IS THE MOST POPULAR BRICK & MORTAR RETAILER FOR EASTER GIFT SHOPPING

Q: If shopping in-store, what are your favorite stores to shop for Easter gifts?

1. Wal-Mart (38 percent)

2. Walgreen’s or a similar drugstore chain (19 percent)

3. Target (18 percent)

4. TJ Maxx or a similar discount chain (7 percent)

5. Safeway or a similar grocery chain (5 percent)

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