April 10, 2009
The Easter bunny will be handing out fewer jellybeans, chocolates and
other gifts this year, as even he is cutting back.
According to the National Retail Federation's Easter Consumer Intentions and Actions Survey, conducted by BIGresearch, consumers will spend an average of $116.59 on Easter candy, gifts, food and decorations, versus an average of $135.03 last year. Total spending on the holiday is expected to reach $12.73 billion.
Survey findings indicate that many people will opt for less expensive celebrations this year. The largest Easter expense will be in preparing a meal, with the average person expected to spend $37.67 on food, a drop of more than $3 from last year. People will also spend on gifts, flowers and candy.
Even though Easter falls three weeks later than it did in 2008, fewer consumers are planning to purchase new spring attire this year. According to the survey, shoppers will spend an average of $19.44; they spent $23.82 last year.
"With Easter falling so late this year, retailers will have plenty of time to entice shoppers with deals on spring apparel and other Easter merchandise," said NRF President and CEO Tracy Mullin. "Retailers are hopeful that a late Easter will bring warmer weather and put shoppers in the mood to buy clothing, flowers and other holiday gifts."
The survey found the majority of people will bargain shop at discounters this year, up from the 58.8 percent who shopped there last year. Still, about one-third will head to their favorite department store for Easter merchandise, 22.5 percent will visit a specialty store, 11.4 percent will shop online and 5.9 percent will buy Easter apparel from a specialty clothing store.
"Many Americans view Easter as the official kick-off to spring," said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. "A later holiday could mean people will take advantage of retailers' Easter promotions as a way to spruce up their spring wardrobe."
