Easter Spending to Jump Past $16 Billion in 2012
March 23, 2012 | In the 2012 edition of its Easter Consumer Spending Survey, the National Retail
Federation (NRF) predicts that consumers will spend an
estimated $16.8 billion on Easter-related merchandise in 2012, up from
$14.6 billion last year, as Easter spending grows to reach pre-recession
(2007) levels in key categories.
Conducted by BIGinsight, the annual survey estimates that the
average U.S. consumer will spend $145.28 – an 11% increase over
last year’s $131.04 – on everything from candy to
clothes. Consumers are expected to spend an average of $20.57 on
Easter gifts, such as toys – up from $19.89 in 2011, $18.16 in
2010, and $17.30 in 2009.
“Though the price of gas is on everyone’s mind, Easter is
one of the few holidays some consumers are willing to stretch their
budgets, especially because many children look forward to treats and new
outfits on Easter morning,” stated NRF President and CEO Matthew
Shay in a press release. “Retailers will make sure to
offer plenty of promotions on candy, apparel, food and decorations in
the coming weeks for eager holiday shoppers.”
“Beautiful weather conditions coupled with a slight lift in
consumer confidence will likely be a boon to the Easter holiday this
year,” added BIGinsight Consumer Insights Director Pam
Spending on colorful fashion/accessories and candy is expected to
reach $3 billion and $2 billion respectively, with nearly half (48.5%)
taking advantage of spring sales on clothing and the majority (89.3%)
stocking up on treats from chocolate eggs to jelly beans. The average
shopper is expected to spend $26.11 (up from $21.51) on apparel and
$20.35 (up from $18.55) on candy, reports NRF.
Most consumers (63.5%) will opt to pick up their goodies at local
discount stores; however, department stores will see 42.6% of this
year’s Easter shoppers – the highest percentage since the
NRF began conducting this survey. Online retailers will see a jump, too,
with $18.7% of shoppers using the Internet to purchase their goods, up
from 14.8% in 2011 and 11.1% in 2008.
Among Easter shoppers who own tablets, more than half (52.3%) will
use their tech devices to research and purchase festive merchandise,
while 15.3% will use apps for their holiday shopping needs. A little
less than half (43.3%) of smartphone users celebrating Easter will use
their mobile devices to research and/or purchase items.
The NRF 2012 Easter Consumer spending survey polled 9,242 consumers
from March 6-13, 2012. Total spending is based on extrapolation of U.S.
population 18 and older. The consumer poll has a margin of error of plus
or minus 1.0 percent. The complete survey results are available