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Shoppers will mark the upcoming Easter holiday by spending a little more this year, with the average consumer poised to part with $118.60, up from $116.59 in 2009, according to the National Retail Foundation’s 2010 Easter Consumer Intentions and Actions Survey, conducted by consumer market intelligence firm BIGresearch. Based on a total extrapolation of the U.S. population 18 years old and older, total spending is expected to hit $13.03 billion.
While spending on most items will stay the same as last year, children will probably receive more jellybeans, flavored marshmallows and even gifts from the Easter Bunny this year. The average person will spend $17.29 on candy, vs. $16.55 last year, and $18.16 on gifts, up from $17.30 last year. Among the other seasonal expenditures noted in the survey were clothing ($19.03), food ($37.45), flowers ($7.84), decorations ($6.34) and greeting cards ($6.30).
“With signs of spring popping up everywhere, shoppers are eager to get their hands on bright, colorful Easter merchandise,” said Tracy Mullin, president and CEO of Washington-based NRF. “Warmer weather and special holiday promotions are the perfect mix to get people out of their homes and into stores as spring approaches.”
Most U.S. consumers will buy their Easter goodies at discount (64.8 percent) and department stores (33.2 percent), the survey found. Other channels cited included florists or gift/greeting card stores (22.0 percent), online (13.1 percent), specialty clothing stores (7.0 percent) and catalogs (3.7 percent).
While 25-to-34-year-olds will be shelling out the biggest bucks this Easter, at $136.79, more 18-to-24-year-olds will purchase gifts — a whopping 71.3 percent, compared with 65.8 percent of 25-to-34-year-olds and 65.5 percent of 35-to-44-year-olds. Further, 18-to-24-year-olds will spend an average of $125.85 on Easter items, followed by 35-to-44-year-olds ($124.66), 45-to-54-year-olds ($117.54), 55-to-64-year-olds ($106.82) and those 65 and older ($98.72).
“Often living in another state because of college or a career, young adults feel compelled to bring candy for the little ones and even greeting cards for others when visiting for Easter,” explained Phil Rist, EVP, strategic initiatives at Worthington, Ohio-based BIGresearch. “After spending the last few months indoors and out of the snow, many Americans are looking forward to celebrating a great day with family and friends.”
The NRF 2010 Easter Consumer Intentions and Actions Survey of 8,281 consumers was conducted from March 2 to March 10, 2010.