The average Easter celebrant is expected to spend $145.13 on items ranging from candy to clothes for this year’s Easter holiday, basically unchanged from last year’s $145.28, per results from a NRF survey conducted by BIGinsight. Total spending on Easter will rise from an estimated $16.8 billion last year to a projected $17.2 billion this year on the back of a larger pool of celebrants (83.1% vs. 81.9%).
Food and clothing will account for most of the average consumer’s budget, totaling $5.4 billion in food sales and $3.1 billion in apparel sales. The average celebrant will spend more on food than they did last year, but slightly less on apparel. Candy will again be the most popular purchase, though, by 90.5% of celebrants, slightly ahead of food (86.9%).
Discount (63.4%) and department stores (40.7%) continue to be the most common gift destinations this year, though more will shop online (21.1% vs. 18.7% last year).
- Easter’s biggest spenders will be 35-to-44-year-olds ($176.84, down from last year’s $183.21) and 25-34-year-olds ($172.72, down from last year’s $181.75). Those 65 and over are projected to spend the least, at $106.04 (up from $91.68).
- Men are expected to spend almost 17% more than women ($156.81 vs. $134.09), though men will spend less than last year, while women will spend more.
- 22% of tablet owners plan to make an Easter-related purchase on their device, down from 25.7% last year. They still remain far more likely to make a purchase on their device than smartphone owners, 14.8% of whom will do so (compared to 13.6% last year).
- Overall, 51% of tablet owners will use their device to research or purchase this year, compared to 43.3% of smartphone owners.
About the Data: 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 5-11, 2013. The consumer poll has a margin of error of plus or minus 1.4 percentage points.