March Sales Get Earlier-Easter Boost

Last month, food and beverage sales grew 4 percent in dollars and 2 percent in units compared to the same month last year, benefitting from an earlier Easter holiday which fell on March 31.

Retail sales during the week ending April 6 declined across all retail segments when compared to the week of Easter 2023, with food and beverage sales dropping 7 percent in dollars and 9 percent in units, according to Circana.

“Despite the appearance of sales volatility in week-to-week sales trends created by shifts in the calendar, the consumer spending behaviors are stabilizing,” said Marshal Cohen, chief retail industry advisor for Circana, in a statement. “As consumers have become even more committed to buying for the here and now, it is the shifts in broader seasonal demand patterns that warrant attention.” 

The expanded view of the Easter shopping season, spanning the week before and the week after, reveals a retail sales peak that fell short across all major retail segments. Retail holiday shopping peaks have been flattening for the past couple of years, and each of the retail mini-holidays so far this year are following the same pattern, according to Circana. 

“Current retail purchase patterns are being led by the consumer. They are more focused on buying based on what they value in the moment, be it personal cravings, financial concerns, or the weather, rather than being guided by seasonal trends and traditional habits,” said Cohen. “Whether it is a true change in behavior or a short-term reaction, manufacturers and retailers need to decide how, or if, they want to chase today’s value-driven consumer.”