Majority of Consumers Show Spring Fever by Heading to the Stores, According to ICSC Survey

Overwhelming majority shop in-store for Easter and Spring Apparel
while nearly a quarter (21 percent) favor click and collect

NEW YORK–(BUSINESS WIRE)–The International Council of Shopping Centers (ICSC) released its Easter
and Spring Apparel Spending survey today, providing insight into
consumer behavior as we approach the second quarter of the year. A vast
majority of consumers (91 percent: Easter; 90 percent: Spring Apparel)
will frequent stores for their shopping this season, while a solid
amount of consumers will utilize click and collect. On average,
Americans who shop for spring apparel will spend $193.70.

Overall, 60 percent of American adults will shop and spend for Easter
this year, while 57 percent of adults will do the same for spring
apparel. Of those who shop for Easter, 85 percent will spend on
food/beverage gifts, with millennials spending the most on
restaurants/take-out in comparison to Baby Boomers and Gen X. For
Easter, Americans who plan to shop will have an average spend of $135.10.

“Easter and seasonal apparel shopping habits highlight consumer
preference for shopping in-store,” said Tom McGee, President and CEO,
ICSC. “It’s a trend that is consistent amongst all demographics, as
consumers are making purchases for the Easter holiday and on spring
apparel in stores. While the types of purchases and location of shopping
may vary, the consistency with which consumers are driven to brick and
mortar shops demonstrates the central role they play in the shopping

Millennials Spend for Occasions, Gen X Shops for the Season

This year, millennials will spend the most in all categories of Easter
shopping with the exception of food/beverage gifts, whereas Baby Boomers
spend slightly more than millennials or Gen X.

  • For Easter, millennials will spend an average of $176.90, compared to
    $127 from Gen X and $113.70 by Baby Boomers. The opposite is true when
    it comes to spring apparel shopping; Gen X will spend the most
    ($209.90), followed by Baby Boomers ($193.50) and millennials
  • There are notable differences in shopping venues however, as 44
    percent of millennials will shop at specialty apparel stores, while 28
    percent of Gen X and only 15 percent of Baby Boomers will make their
    purchases in these stores.

Across both Easter and spring shopping however, there is little to no
generational difference between shopping in store or other physical

Informed Consumers Leverage Mobile Throughout Shopping Experience

  • Sixty-nine percent of those shopping for spring apparel will use a
    mobile device while in the store.

    • The use is typically to ensure the consumer is getting the best
      price, as 51 percent are comparing prices for products across
      varying stores, which resonates equally across both genders.
  • Nearly half (48 percent) of consumers who will make a purchase on
    spring apparel first conduct research online before visiting a store.

    • There is little difference between men and women, as 52 percent of
      those conducting research are men, 48 percent women.

Click and Collect Proves Favorable

Spending for Easter and spring apparel continues to show the steady
growth in the popularity of click and collect model.

  • Twenty-five percent of those who will shop for spring apparel will do
    so online, opting to pick up their items in store.

    • This trend is further highlighted in Easter purchasing, with 21
      percent using the click and collect method.

About the ICSC Easter and Spring Apparel Survey


The ICSC Easter and Spring/Summer Apparel Survey was conducted online by
Opinion Research Corporation on behalf of ICSC from March 3-6, 2016. The
survey represents a demographically representative U.S. sample of 1018
adults 18 years of age and older.

About ICSC

Founded in 1957, ICSC is the global trade association of the shopping
center industry. Its more than 70,000 members in over 100 countries
include shopping center owners, developers, managers, investors,
retailers, brokers, academics, and public officials. The shopping center
industry is essential to economic development and opportunity. They are
a significant job creator, driver of GDP, and critical revenue source
for the communities they serve through the generation of sales taxes and
the payment of property taxes. These taxes fund important municipal
services like firefighters, police officers, school services, and
infrastructure like roadways and parks. Shopping centers aren’t only
fiscal engines however; they are integral to the social fabric of their
communities by providing a central place to congregate with friends and
family, discuss community matters, and participate in and encourage
philanthropic endeavors. For more information about ICSC visit
and for the latest news from ICSC and the industry go to


Jesse Tron, 646-728-3814
Vice President,