Americans will spend more than ever as they celebrate Easter nearly three weeks later this year than last, the National Retail Federation (NRF) said in a recent press release. From new clothes to food and candy, spending for Easter is expected to reach $18.4 billion, up 6 percent over last year’s record $17.3 billion and a new all-time high in the survey’s 14-year history, according to NRF’s annual survey conducted by Prosper Insights & Analytics. Those celebrating plan to spend an average of $152 per person, up 4 percent from last year’s previous record of $146.
“Most consumers have almost an entire extra month to shop for Easter this year, and by the time the holiday comes the weather should be significantly warmer than last Easter,” says NRF President and CEO Matthew Shay. “That should put shoppers in the frame of mind to splurge on spring apparel along with Easter decorations. With the economy improving, consumers are ready to shop and retailers are ready to offer great deals whether they’re buying Easter baskets or garden tools.”According to the survey, consumers will spend $5.8 billion on food (purchased by 87 percent of shoppers), $3.3 billion on clothing (50 percent), $2.9 billion on gifts (61 percent), $2.6 billion on candy (89 percent), $1.2 billion on flowers (39 percent), $1.1 billion on decorations (43 percent) and $788 million on greeting cards (48 percent).
The 50 percent of consumers planning to buy clothing is up from 45 percent last year and is the highest level in a decade, while the $3.3 billion expected to be spent is up 9 percent from last year.
Where will consumers be shopping? Fifty-eight percent of consumers will head to discount stores, 46 percent will go to department stores and 26 percent will shop at local small businesses. In addition, 27 percent will shop online, up from 21 percent last year. Among smartphone owners, 28 percent will research products on their devices, 18 percent will use their phones to make a purchase and another 9 percent will use apps to do their research or purchase products.
“Easter continues to be a traditional holiday for consumers of all ages, especially young families who are planning to spend a bit more for this celebration,” says Prosper Principal Analyst Pam Goodfellow. “With the later timing of Easter, we will see more consumers shopping for special deals, especially on apparel and decorations.”
Consumers plan to celebrate Easter in several different ways:
- 61 percent will visit family and friends;
- 57 percent will cook a holiday meal;
- 52 percent will go to church; and
- 17 percent will go to a restaurant.
Children will have plenty to look forward to after the Easter Bunny arrives: 35 percent of consumers will have an Easter egg hunt and 16 percent will open gifts. In addition, some consumers will celebrate with more leisurely activities such as watching TV (43 percent), shopping online (10 percent) and heading to the movies or shop in a store (9 percent).
The survey, which asked 7,411 consumers about their Easter Sunday plans, was conducted March 1-9 and has a margin of error of plus or minus 1.2 percentage points. For full data results and information, contact press@nrf.com.