• by Jack Loechner , Staff Writer, March 29, 2010

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.

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). 

"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.

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.