Americans will spend more than ever as they celebrate Easter nearly three weeks later this year than last, according to the National Retail Federation.
According to NRF’s annual survey conducted by Prosper Insights & Analytics, spending for Easter is expected to reach $18.4 billion, up 6% over last year’s record $17.3 billion and a new all-time high in the survey’s 14-year history. Those celebrating plan to spend an average of $152 per person, up 4% from last year’s previous record of $146.
“Most consumers have almost an entire extra month to shop for Easter this year, and by the time the holiday comes the weather should be significantly warmer than last Easter,” said Matthew Shay, NRF president and CEO. “With the economy improving, consumers are ready to shop and retailers are ready to offer great deals whether they’re buying Easter baskets or garden tools.”
The survey found that consumers would spend $5.8 billion on food (purchased by 87% of shoppers), $3.3 billion on clothing (50%), $2.9 billion on gifts (61%), $2.6 billion on candy (89%), $1.2 billion on flowers (39%), $1.1 billion on decorations (43%) and $788 million on greeting cards (48%).
In addition, 27% will shop online, up from 21% last year. Among smartphone owners, 28% will research products on their devices while 18% will use their phones to make a purchase, while another 9% will use apps to do their research or purchase products.
The survey, which asked 7,411 consumers about their Easter Sunday plans, was conducted March 1-9 and has a margin of error of plus or minus 1.2 percentage points.
