NRF: Easter spending slightly down in 2014

Washington, D.C. -- The average American celebrating the Easter holiday in 2014 will spend an average of $137.46 on apparel, food, candy, gifts and more. According to the National Retail Federation’s Easter Spending Survey conducted by Prosper Insights & Analytics, this is slightly less than the $145.13 spent last year.



Total spending is expected to reach $15.9 billion. Though fewer Americans will celebrate this year (80.3% compared to 83% last year), those who do plan to celebrate will spend the most on a grocery bill for a family dinner or Sunday brunch out. According to the survey, 85.7% of those celebrating will spend an average of $43.18 on a holiday meal, totaling $5 billion.



Since the holiday traditionally marks the ceremonial start to spring, 42.9% will purchase new spring attire, spending an average of $22.71; total spending on apparel is expected to reach $2.6 billion. In addition, nine-in-10 (89.3%) of those celebrating will stock up on Easter candy, spending a total of $2.2 billion on their children’s favorite sweet treats. Families will also spend on gifts ($2.4 billion), flowers ($1.1 billion), and decorations ($1.1 billion).



The survey also found that many will use smartphones or tablets to check off their Easter shopping list. Of those who own smartphones, nearly one in four (23.4%) will use their device to research products or compare prices. Just 12.2% will make an actual purchase with their smartphone. Nearly one-in-five (19.2%) tablet owners will make a purchase on their device, but most will simply research holiday gifts, apparel and other items (30.2%).