Snacks & Candy

Easter Expectations

NRF survey predicts spending "hop"

WASHINGTON -- Easter holiday celebrants will spend slightly more this year with the average person expected to shell out $118.60, up from $116.59 last year, according to the National Retail Federation's 2010 Easter Consumer Intentions & Actions Survey, conducted by BIGresearch. Total spending is expected to reach $13.03 billion.

While spending on most items will remain the same as last year, children can expect more jelly beans, flavored marshmallows and even gifts in their Easter baskets this year. The average person will spend $17.29 on candy, compared to $16.55 [image-nocss] last year, and $18.16 on gifts, up from $17.30 last Easter. Other holiday purchases include 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 NRF. "Warmer weather and special holiday promotions are the perfect mix to get people out of their homes and into stores as spring approaches."

When it comes to buying Easter merchandise, most Americans will shop at discount (64.8%) and department stores (33.2%). People will also head to specialty stores such as florists or gift/greeting card stores (22.0%), online (13.1%), specialty clothing stores (7.0%) and catalogs (3.7%).

While 25 to 34 year olds will be spending the most this Easter at $136.79, more 18 to 24 year olds will buy gifts. Nearly three-quarters (71.3%) of young adults ages 18 to 24 will buy gifts this year, compared to 65.8% of 25 to 34 year olds and 65.5% of 35 to 44 year olds. Young adults will spend an average of $125.85 on Easter merchandise, followed by 35 to 44 year olds ($124.66), 45 to 54 year olds ($117.54), 55 to 64 year olds ($106.82) and more than 65 ($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," said Phil Rist, executive vice president of strategic initiatives for BIGresearch.

The NRF 2010 Easter Consumer Intentions & Actions Survey was designed to gauge consumer behavior and shopping trends related to the Easter holiday. The poll of 8,281 consumers was conducted from March 2-10, 2010. The consumer poll has a margin of error of plus or minus 1%.

The NRF is the world's largest retail trade association, with membership that comprises all retail formats and channels of distribution including department, specialty, discount, catalog, Internet, independent stores, chain restaurants, convenience store, drug stores and grocery stores as well as the industry's key trading partners of retail goods and services. NRF represents an industry with more than 1.6 million U.S. retail establishments, more than 24 million employees and 2009 sales of $4.1 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and international retail associations.

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