New Easter Spending Data Reveal Retail Brands Failing with Christian Consumers while Hollywood Succeeds


With the success of projects like RISEN and MIRACLES FROM HEAVEN, Hollywood is profiting from actively marketing to Faith Driven Consumers—while new National Retail Federation/Faith Equality Index data reveal that major retail brands are far behind, and missing out on $6 billion in seasonal Easter consumer spending 

(Raleigh, NC, March 22, 2016)—Faith Driven Consumer™ (FDC)—representing 41 million Americans who spend $2 trillion annually, has earned wide recognition for its groundbreaking (FEI), which currently scores more than 500 major brands for compatibility with the FDC community and is the nation’s 2nd largest diversity index behind the Human Rights Campaign’s Corporate Equality Index. FDC is also known for its significant influence in Hollywood, where the group serves as a bellwether for the industry in forecasting the success of faith-based entertainment.

While major studios profit this Easter from actively marketing to Faith Driven Consumers with offerings such as RISEN and MIRACLES FROM HEAVEN, new National Retail Federation and Faith Equality Index data reveal that America’s major retail brands are largely failing where Hollywood succeeds, and risk losing out on $6 billion in seasonal Easter consumer spending. 

“This Easter, the entertainment industry has led the way in actively pursuing Faith Driven Consumers, and is increasingly successful in earning the trust and business of this key market segment. Major consumer brands, however, are lagging far behind. In Easter categories, they score below 50 out of 100 possible points in welcoming this community,” said Chris Stone, Faith Driven Consumer founder and Certified Brand Strategist. “During one of the two most significant Christian holidays of the year, Faith Driven Consumers are watching brands prioritize other colors in their diversity rainbows above them, and wondering why. This is bad for business, but it’s also demoralizing to faith-driven employees who seek to be respected equally inside the companies they work hard for. We are willing to work with any brand interested in improving their standing with customers and employees alike.”

New Data Reveal Gap in Reaching Key Consumer Community 

The National Retail Federation's annual Easter Spending Survey reveals:

  • Americans celebrating Easter plan to spend an average of $146 per person, totaling $6 billion for the Faith Driven Consumer segment, the most passionate and dedicated group of Easter consumers.   
  • Consumers will spend $5.5 billion on food, $3 billion on clothing, $2.7 billion on gifts, $2.4 billion on candy and $1.2 billion on flowers.  
  • 55.6 percent will cook a holiday meal, 51.3 percent will go to church, 15.6 percent will go to a restaurant, 31.4 percent of consumers plan an Easter egg hunt, and 13.9 percent will open gifts.


Faith Equality Index data Reveal Low Average Scores for Easter Retail Brands by Category:

  • Greeting Cards: 45/100
  • Restaurants 38/100
  • Mail Delivery 39/100
  • Candy 37/100
  • Flowers 34/100
  • Grocery 34/100
  • Clothing 31/100


The Faith Equality Index rates, on a 100-point scale, how well brands acknowledge Faith Driven Consumers by welcoming, embracing, and celebrating them, and is the benchmark FDCs use to make consumer choices—through the lens of their biblical worldview. 


About Faith Driven Consumer: Faith Driven Consumer (FDC) is working to achieve marketplace and workplace equality for 41 million consumers who spend two trillion dollars annually. FDC envisions a world where inclusion is extended with parity to Faith Driven Consumers, who have the right to be celebrated as an essential color in the American rainbow of diversity. 

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