Earliest Easter since 1913 to see 14.44 billion in spend

Apart from those who have reached their 95th birthday, Americans have never celebrated Easter as early as they will this year. With Easter falling on March 23, the earliest Easter since 1913, consumers will be welcoming the first tastes of spring while planning for the holiday. According to the National Retail Federation’s 2008 Easter Consumer Intentions and Actions Survey, conducted by BIGresearch, consumers are expected to spend a total of 14.44 billion on Easter food, apparel, gifts, flowers, decorations and candy. The average consumer will shell out 135.03 on the holiday, similar to last year’s expected 135.07.

This year, 79% of consumers will hit the stores to stock up on marshmallow-shaped chicks, Easter baskets, plastic bunnies, flimsy hats and chocolate-covered eggs. Of those celebrating, the majority will spend the most on Easter meals (41.09 on average). Consumers will also dish out an average of 23.82 for apparel, 21.42 for gifts, 18.12 on candy, 9.11 on flowers and 7.21 on decorations.

Discount stores will see the most Easter traffic this year (58.8%) while department stores (35.6%), specialty stores (23.6%) and specialty clothing stores (7.6%) will also benefit from shoppers.
The average young adult between 18-24 years old is expected to spend the most on decorations this year (11.09), sprucing up dorms and apartments. Young families aged 25-34 will spend an average of $10.00 on decorations, followed by 35-44 year olds (7.44) and 45-54 year olds (5.85). In total, 25-34 year olds will spend the most this Easter (151.41).

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