Easter Spending

This year Easter falls on my daughter Tiffany's Birthday. Maybe I should get her a bunny for her birthday?

Americans Spending Less for Easter This Year

The Easter bunny will be handing out fewer jelly beans, chocolates and other gifts this year, as even he is cutting back. According to the National Retail Federation's 2009 Easter Consumer Intentions and Actions Survey, conducted by BIGresearch, Americans will spend an average of $116.59 on Easter candy, gifts, food and decorations, down from 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. Americans' largest Easter expense will be in preparing a meal, with the average person expected to spend $37.67 on food (down from $41.09 last year). People will also spend on gifts ($17.30 vs. $21.42 last year), flowers ($7.55 vs. $9.11 in 2008) and candy ($16.55 vs. $18.12 in 2008).

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, Americans will spend an average of $19.44, down from $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 (64.0 percent) will bargain shop at discounters this year, up from the 58.8 percent who shopped there last year. Still, about one-third (32.5 percent) will head to their favorite department store for Easter merchandise, one in four (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."

(Source: National Retail Federation, 03/19/09)

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