NRF: Shoppers’ Easter Spending to be Flat With Last Year?

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Easter BasketWashington—American shoppers looking to buy their Easter best this year may likely spend no more than they did last year. According to the National Retail Federation (NRF)’s Easter Spending Survey conducted by BIGinsight, shoppers are sticking to a budget for their Easter purchases with the average person spending $145.13 virtually flat with last year’s $145.28. Total spending will reach an estimated $17.2 billion.

Traditionally the kick off for Spring, Easter falls earlier this year than last which many retailers had hoped would improved their March sales volumes (though perhaps April sales may be negatively impacted, too). But the NRF’s results indicate they may not see an expected rise in spending.

“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, NRF’s president/ceo. “And as spring weather rolls in, consumers will find affordable ways to spruce up their homes and wardrobes, just in time for visiting family and friends this Easter holiday. Retailers are already lining their shelves with specials on chocolates, warm-weather apparel and even gardening tools and outdoor furniture.”

Since Easter marks the kick off to Spring, about half (48.4%) will purchase apparel and accessories this Easter, spending an average of $25.91 on new outfits.

51% of Tablet Owners to Use Devices to Shop

Other Easter spending includes a family brunch or dinner which 86.9% of consumers plan to spend an average of $45.26. Spending on Easter candy will average about the same as that spent on fashion, an average of $20.66. Additionally, consumers will spend an average of $20.82 on gifts, $9.49 on flowers and $9.11 on decorations.

When it comes to where people will shop for their Easter needs, the survey found families would shop for price and value. Most people (63.4%) will shop at discount stores and four in 10 (40.7%) will shop at their favorite department store. 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.”

Consumers will be using digital means, especially smartphones and tablets, to shop for this year’s Easter purchases. Four in 10 (43.3%) smartphone owners will use their mobile device to research product information, look up store hours and location, compare prices and even purchase gifts and other items.

Specifically, 14.8% say they will purchase Easter products with their smartphones. More than half (51%) of tablet owners will use their device to make purchases, research products and prices and look up retailer information such as store locations and hours. One in five (22.1%) say they will purchase something via their tablet.

The NRF 2013 Easter Spending Survey, conducted by BIGinsight, was designed to gauge consumer behavior and shopping trends related to Easter. The poll of 5,050 consumers was conducted from March 5 to 11. The consumer poll has a margin of error of plus or minus 1.4 percentage points.


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