|Easter sales expected to exceed $17 billion|
|Written by Eric Tiansay|
|Monday, 18 March 2013 04:38 PM EDT|
Americans will spend an average of approximately $145.13 on products ranging from apparel and candy to food and decorations this year, flat with last year's $145.28, according to the National Retail Federation's Easter spending survey, conducted by BIGinsight. Total spending is expected to reach $17.2 billion versus the projected $16.8 billion in 2012.
"With a plethora of budgetary concerns already on their plates, Americans this Easter will look for special, creative ways to celebrate the holiday without breaking the bank," said Matthew Shay, president and CEO of the retail group. "Retailers are already lining their shelves with specials on chocolates, warm-weather apparel and even gardening tools and outdoor furniture."
The survey showed that much of consumers' budgets will go toward food for a holiday meal—86.9% of those celebrating Easter will spend an average of $45.26 on food. Nine in 10 (90.5%) will stock up on Easter candy, spending an average of $20.66. Nearly half (48.4%) will take advantage of sales on fashion and accessories, spending an average of $25.91.
Consumers also will spend an average of $20.82 on gifts for friends and family, $9.49 on flowers and $9.11 on decorations for home and office. Most consumers (63.4%) will shop at discount stores and four in 10 (40.7%) will shop at department stores. Others will shop at specialty stores (24.9%), online (21.1%) and specialty clothing stores (10.6%).
"While many of today's consumers are coping with tight budgets, the Easter Bunny isn't headed toward retirement in 2013," said BIGinsight Consumer Insights Director Pam Goodfellow. "Look for cost-conscious parents to scope the sale racks, head to discounters and clip coupons to keep spending on track—and to make the holiday special for youngsters this year."
Like last year, tech devices will again play a strong role with Easter shoppers this year. More than half (51%) of tablet owners celebrating Easter will use their device to research products, and make purchases and look up store information. Specifically, 22.1% say they will use their tablet to purchase something, and 43.3% of smartphones onwers plan to do the same.