Easter Spending to Reach $14.4B

Washington, D.C. With Easter falling on March 23, the earliest Easter since 1913, consumers will be welcoming the first tastes of spring while planning for the holiday.

According to the National Retail Federation’s 2008 Easter Consumer Intentions and Actions Survey, conducted by BIGresearch, consumers are expected to spend a total of $14.44 billion on Easter food, apparel, gifts, flowers, decorations and candy. The average consumer will spend $135.03 on the holiday, similar to last year’s expected $135.07.

This year, 79.0% of consumers will hit the stores to stock up on marshmallow chicks, Easter baskets, plastic bunnies, flimsy hats and chocolate-covered eggs. Of those celebrating, the majority will spend the most on Easter meals ($41.09 on average). Consumers will also dish out an average of $23.82 for apparel, $21.42 for gifts, $18.12 on candy, $9.11 on flowers and $7.21 on decorations.

Discount stores will see the most Easter traffic this year (58.8%) while department stores (35.6%), specialty stores (23.6%) and specialty clothing stores (7.6%) will also benefit from shoppers.