• by Jack Loechner , Staff Writer, March 26, 2007

According to NRF's 2007 Easter Consumer Intentions and Actions Survey. 79.5% of shoppers are planning to celebrate Easter and are expected to spend an average of $135.07, up 11 percent from last year's $121.72 per person. Total holiday spending is estimated to reach $14.37 billion.

Spending is expected to increase across the board, with the average shopper planning to spend:

• $26.03 on a new spring outfit and
• $37.56 on food for their Easter meal
• $18.53 for candy
• $20.61 on gifts
• $9.63 for flowers
• $7.63 on decorations

NRF President and CEO Tracy Mullin, says ("Easter is a critical time for apparel retailers... looking to the warmer weather to help stimulate the sale of spring apparel."

Retailers have already begun stocking their shelves in anticipation of Easter sales. Department stores will be a popular shopping destination, with 22 percent more consumers planning on shopping there this year than last year (36.8% vs. 30.0%). Discount stores will see the most traffic, but not as much as last year (57.2 vs. 59.6%). Other popular locations for Easter shopping include:

• Specialty clothing stores (6.7%)
• Specialty stores (23.7%)
• Online (12.7%)
• Catalog (5.6%)

Phil Rist, Vice President of Strategy for BIGresearch, observes "With a focus on apparel, shoppers are once again turning their attention toward department stores to see what's in for spring."

Shoppers between the ages of 25-34 will spend $147.47 per person this year.

• Second is the 45-54 age group at $144.13 per person
• Then 35-44 year olds at $139.36
• Finally,18-24 year olds spending $137.30 each

The poll of 8,801 consumers was conducted from March 7-14, 2007, with a margin of error of plus or minus 1.0 percent.

For additional information, please visit BIGresearch here, or the The National Retail Federation here.