According to the National Retail Federation’s (NRF) 2011 Consumer Intentions and Actions survey, conducted by BIGresearch, the average consumer is expected to spend $131.04 on Easter—on everything from candy to clothes — up from last year’s $118.60, but not quite to pre-recession levels. Total spending on Easter related merchandise is expected to reach $14.6 billion.
Food and candy will account for most of a consumer’s budget, bringing in $2.1 billion in candy sales and $4.5 billion in food sales alone. The average person will spend slightly more on each than they did last year — $18.55 on candy, compared to $17.29 last year, and $40.05 on food, up from $37.45 last year.
Many Americans will take advantage of retailers’ spring sales to buy new clothing. The average celebrant will spend $21.51 on colorful new apparel, up from last year’s $19.03 and totaling $2.4 billion in sales. Additionally, consumers will spend an average of $9.02 on flowers, $8.00 on decorations and $6.79 on greeting cards. Spending on gifts will reach an average of $19.89, totaling $2.2 billion.
Department (36.6%) and discount stores (62.6%) will be the most popular shopping destinations for Easter gifts this year, though specialty stores carrying flowers, jewelry and electronic merchandise also will see their share of traffic (22.4%). Others will shop at specialty clothing stores (8.1%), online (14.8%) and through a catalog (3.5%).
Easter’s biggest spenders will be 25-34 year-olds ($173.41 vs. $136.79 last year) and young adults ages 18-24 ($145.12 vs. $125.85). Thirty-five to 44 year-olds will spend an average of $138.55, followed by 45-54 year-olds ($122.15) and 55-64 year-olds ($113.32).
The NRF 2011 Easter Consumer Intentions and Actions Survey, conducted by BIGresearch, polled 8,491 consumers from March 1 to 8, 2011. The consumer poll has a margin of error of plus or minus 1.0 percent.
Source: NRF/ BIGresearch
