Easter Consumer Spending Levels Predicted To See Slight Uptick

By Christine Kern, contributing writer

Anticipation of Spring will lead consumers to buy new spring apparel

Consumers are predicted to spend $140.62 celebrating Easter this year, a slight uptick from last year’s $137.46, according to the National Retail Federation’s Easter Spending Survey conducted by Prosper Insights & Analytics. Total Easter spending, including apparel, gifts, candy, food, flowers, decorations, and more, is anticipated to reach $16.4 billion.

This is good news for retailers. 

“Easter will be the perfect segue into spring for both consumers and retailers who have longed for warmer weather for quite some time,” said NRF President and CEO Matthew Shay. “As one of the busiest times of year for several retail sectors and as shelves begin filling with both traditional spring and holiday merchandise, retailers are looking forward to welcoming shoppers with attractive promotions on home goods, garden equipment and traditional Easter items.” 

In anticipation of stocking up for the holiday, 58.6 percent will head to discount stores to purchase their holiday merchandise, while 40.7 percent plan to shop at department stores, and nearly one-quarter (23.8 percent) frequent a local or small business, while 21.8 percent plan to spend at a specialty store like a florist or jewelry store and 18.8 percent will shop online.

When it comes to what they will buy this year, the survey shows that 85.7 percent of those surveyed said they plan to buy food for a celebration, to the tune of some $5.3 billion on Easter fare.  Meanwhile, they want to be stylishly decked-out, with 45 percent anticipated to spend more than $2.9 billion on brightly hued attire for their Easter parade. 

Easter candy will account for purchases by 87.1 percent of those celebrating Easter, racking up more than $2.2 billion in sales of jelly beans, Peeps, Reese’s eggs, and chocolate bunnies.  An additional $2.4 billion will be spent on gifts, $1.1 billion on flowers, $998 million on Easter decorations, and $695 on greeting cards.

And consumers will be doing some of their shopping online, where they plan to spend an average $221.39 this year, 58 percent more than the typical Easter shopper. The survey also found that of those who own smartphones, 43 percent plan to use them to research Easter purchases and compare prices, while one in four anticipated shopping online on Easter Sunday.

“Easter remains a beloved affair for consumers young and old, and this year it looks like families are ready to dig into their budgets to make the most of the special day,” said Prosper’s Principal Analyst Pam Goodfellow. “The warm weather should help fuel some interest in celebrations, especially given the record-breaking winter much of the country experienced the last several months.”