NRF: Easter a warm welcome for shoppers, retailers

Traditionally seen as the kickoff to spring, Easter couldn’t come at a better time this year for Americans eager to say goodbye to winter. According to NRF’s 2010 Easter Consumer Intentions and Actions Survey, conducted by BIGresearch, holiday celebrants will spend slightly more this year with the average person expected to shell out $118.60, up from $116.59 last year. 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 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).

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 25-34 year-olds will be spending the most this Easter at $136.79, more 18-24 year olds will buy gifts. Nearly three-quarters (71.3%) of young adults ages 18-24 will buy gifts this year, compared to 65.8 percent of 25-34 year olds and 65.5 percent of 35-44 year olds. Additionally, 18-24 year olds will spend an average of $125.85 on Easter merchandise, followed by 35-44 year olds ($124.66), 45-54 year olds ($117.54), 55-64 year olds ($106.82) and 65+ ($98.72).

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