Consumers are eager to celebrate Easter with their family and friends, according to a National Retail Federation survey. This year, nearly 80 percent of shoppers who are planning to celebrate Easter are expected to spend an average of $135.07, up 11 percent from last year’s $121.72 per person. Total holiday spending is estimated to reach $14.37 billion.
Spending is expected to increase across the board, according to NRF’s 2007 Easter Consumer Intentions and Actions Survey. The average shopper planning to invest the most on a new spring outfit ($26.03) and food for their Easter meal ($37.56). Other popular Easter purchases include candy ($18.53), gifts ($20.61), flowers ($9.63) and decorations ($7.63).
“Easter is a critical time for apparel retailers,” said Tracy Mullin, NRF president and chief executive officer. “Retailers will be looking to the warmer weather to help stimulate the sale of spring apparel.”
Department stores will be a popular shopping destination, with 36.8 percent planning on shopping there (22 percent increase over the prior year). Other popular locations for Easter shopping include specialty clothing stores (6.7 percent), specialty stores (23.7 percent), online (12.7 percent) and catalogs (5.6 percent). Although discount stores will see the most traffic, they won’t see as much as last year (57.2 percent versus 59.6 percent in the prior year).
Shoppers between the ages of 25-34 will spend the most per person this year ($147.47). Coming in second is the 45-54 age group ($144.13), followed by 35-44 year olds ($139.36) and 18-24 year olds ($137.30).
“Easter is gaining more relevance as a retail holiday,” said Phil Rist, vice president of Strategy for BIGresearch, which conducts the survey for NRF. “With a focus on apparel, shoppers are once again turning their attention toward department stores to see what’s in for spring.”