Chocolate Bunnies, Lillies and Spring Clothes Lead Easter Spending Plans The recent NRF 2006 Easter Consumer Intentions and Actions Survey found that 77.6 percent of Americans plan to
celebrate Easter, up marginally from the previous year. Total Easter spending is estimated to reach $12.63 billion in 2006, a significant increase from the $9.6 billion spent in 2005. This year, the
average shopper expects to spend $121.72 on Easter, up from $96.51 in 2005.
A major factor for the rise in consumer spending this Easter has to do with the holiday falling later in the Spring
season.
According to the survey, 41.2 percent of consumers plan to purchase clothing for the upcoming holiday, compared to only 29.4 percent last year. Of those that will be
purchasing apparel, the average consumer plans to spend $55.50. In comparison, of those that bought apparel for Easter in 2005, the average consumer spent $49.95.
NRF President
and CEO, Tracy Mullin, said "After a long, cold winter, consumers are ready to pack away their scarves and gloves and hit the stores for their Spring wardrobe."
Consumers will be
dedicating almost one-third of their Easter budget to food purchases ($36.44). Other items on shopping lists include:
- Clothing ($22.87)
-
Gifts ($18.62)
- Candy ($16.65)
- Flowers ($8.02)
- Decorations ($6.36)
- Greeting cards ($6.51)
Consumers between the ages of 35-44 are expected to spend the most on Easter this year. Spending among young adults 18-24 years old, who spent the least amount on Easter last year, will nearly double
this year. In addition, shoppers in the Northeast will be spending the most on the holiday, while shoppers in the Midwest will spend the least.
Interesting Easter facts:
- Easter accounts for 15 percent of the Easter floral purchases, according to the Society of American Florists. Of the flowering houseplants purchased for Easter last year, 53
percent were lilies.
- According to the National Confectioners Association, 90 million chocolate Easter bunnies and 16 billion jelly beans are made for Easter each year.
- Marshmallow PEEPS® have been the top selling non-chocolate Easter candy brand for the last decade, outselling jelly beans.
For sample charts and results by age, gender, and region of the country, please go here.