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--()--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 experience.”

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 ($183.30).
  • 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 locations.

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, Communications


Jesse Tron, 646-728-3814
Vice President, Communications