Easter Spending Up; Food Tops Gifting

According to the NRF 2010 Easter Consumer Intentions and Actions Survey, 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. Total spending is expected to reach $13.03 billion.

Average Easter Spending by Year

Year

Spending by Person

2003

$102.75

2004

107.17

2005

96.51

2006

121.62

2007

135.07

2008

135.03

2009

116.59

Est. 2010

118.60

Source: NRF/BIGresearch, March 2010

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). 

2010 Easter Spending (Billion Dollars)

Expenditure

Billion Dollars

Food

$4.11 B

Clothing

2.09

Gifts

1.99

Candy

1.9

Flowers

0.86

Decorations

0.70

Greeting cards

0.69

Other

0.68

Source: NRF/BIGresearch, March 2010

"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, 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, Americans will shop at:

  • Discount stores (64.8%)
  • Department stores (33.2%)
  • Florists or gift/greeting card stores (22.0%)
  • Online (13.1%)
  • Specialty clothing stores (7.0%)
  • Catalogs (3.7%) 

While 25-34 year-olds will be spending the most this Easter at $136.79, nearly three-quarters of young adults ages 18-24 will buy gifts this year, and will spend an average of $125.85 on Easter merchandise.

Average 2010 Easter Spending by Demographics

Demographic Category

Anticipated Spend Per Person

Adults 18+

$118.60

   Men

127.62

   Women

110.04

Income

   < $50K

97.25

   $50K+

145.42

Age

   18-24

125.85

   25-34

136.79

   35-44

124.66

   45-54

117.54

   55-64

106.82

   65+

98.72

Location

   North East

137.56

   Mid West

99.56

   South

117.59

   West

128.16

Source: NRF/BIGresearch, March 2010

Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch (who conducted the study), concludes "... After spending the last few months indoors and out of the snow, many Americans are looking forward to celebrating a great day with family and friends." 

For additional information, or sample charts, please visit the National Retail Foundation here.

Recommend (13)
4 comments about "Easter Spending Up; Food Tops Gifting".
  1. Evan W from Experience Advertising, Inc. , March 29, 2010 at 9:09 a.m.

    Cool info

  2. Paula Lynn from Who Else Unlimited , March 29, 2010 at 9:31 a.m.

    What is the inflationary rate between 2003 and 2010 including housing, insurance, transportation, energy and food. Many items of necessity have increased 30 -60%. Those will give your charts a translation and usage.

  3. Stephen Jigteam from Vision Mission , March 29, 2010 at 12:15 p.m.

    Buy what u really need it. Eat what it is good for yr health. Drink more water n not beer or alcohol.

    Why r there so many fat ppl around? B'cos they like to eat n drink without control. They hv used to it. They hv many pains and diseases in their body.

    Dun over-eaten or over-drunk.....

  4. Stephen Jigteam from Vision Mission , March 29, 2010 at 12:31 p.m.

    One good advice:

    One hour before u sleep, do not drink water. When u feel thirsty, u may drink one or two mouthful of water (not one big cup of water nor beer). Empty your bladder before u sleep.

    U may sleep 6 to 10 hours at night. When u wake up, u hv to drink 2 big cups of room temperature or plain water before taking breakfast.

    Jus do it everyday. Remember to take at least 2 litres per day.

    U will hv no more water retention, insomia, etc