NRF Predicts Easter will be a “Warm Welcome” for
Shoppers and Retailers
In a report of its annual Easter Consumer Intentions and Actions
Survey, the National Retail Federation (NRF) predicted this
week that consumers would spend slightly more this year on holiday
shopping.
Total retail purchases are expected to reach $13.03 billion with an
average per-person spend of $118.60 on items ranging from gifts, candy,
clothing, food, flowers, decorations and greeting cards. The
2010 estimate is up slightly from the $116.59 per-person spend in 2009,
but still significantly lower than 2007’s recent high of
$135.07.
According to Anita Frazier, industry analyst for toys and video games
at the NPD Group, about 2% of annual industry dollar sales are purchased
for Easter (as a purchase occasion). This has been stable over the
past three years. In 2009, this equated to roughly $430 million in
sales in the U.S.
Frazier adds that for the past three years, Plush and Outdoor &
Sports toys have been the top two supercategories purchased for
Easter.
|
ANTICIPATED EASTER SPENDING(Net
average)
|
2010
|
2009
|
2008
|
2007
|
|
Food
|
$37.45
|
$37.67
|
$41.09
|
$37.56
|
|
Clothing
|
$19.03
|
$19.44
|
23.82
|
26.03
|
|
Gifts
|
$18.16
|
$17.30
|
$21.42
|
$20.61
|
|
Candy
|
$17.29
|
$16.55
|
$18.12
|
$18.53
|
|
Flowers
|
$7.84
|
$7.55
|
$9.11
|
$9.63
|
|
Decorations
|
$6.34
|
$5.57
|
$7.21
|
$7.63
|
|
Greeting cards
|
$6.30
|
$6.07
|
$6.76
|
$7.59
|
|
Other
|
$6.20
|
$6.45
|
$7.51
|
$7.50
|
|
TOTAL (combined net average)
|
$118.60
|
$116.59
|
$135.03
|
$135.07
|
“With signs of spring popping up everywhere, shoppers are eager
to get their hands on bright, colorful Easter merchandise,” said
Tracy Mullin, NRF president and CEO. “Warmer weather and special
holiday promotions are the perfect mix to get people out of their homes
and into stores as spring approaches.”
While 25-34 year-olds will be spending the most this Easter at
$136.79, more 18-24 year olds will buy gifts.
“Often living in another state because of college or a career,
young adults feel compelled to bring candy for the little ones and even
greeting cards for others when visiting for Easter,” said Phil
Rist, Executive Vice President, Strategic Initiatives, BIGresearch.
“After spending the last few months indoors and out of the snow,
many Americans are looking forward to celebrating a great day with
family and friends.”
Nearly three-quarters (71.3%) of young adults ages 18-24 will
buy gifts this year, compared to 65.8 percent of 25-34 year olds and
65.5 percent of 35-44 year olds. Young adults will spend an average of
$125.85 on Easter merchandise, followed by 35-44 year olds ($124.66),
45-54 year olds ($117.54), 55-64 year olds ($106.82) and 65+
($98.72).
Most Americans will shop for Easter merchandise at discount (64.8%)
and department stores (33.2%). People will also head to specialty stores
such as florists or gift/greeting card stores (22.0%), online (13.1%),
specialty clothing stores (7.0%) and catalogs (3.7%).
The NRF 2010 Easter Consumer Intentions and Actions Survey was
conducted for NRF by BIGresearch. The poll of 8,281 consumers was
conducted from March 2-10, 2010. The consumer poll has a margin of error
of plus or minus 1.0 percent.
 Watch the March 2010 edition
of the video series “Reyne Talks Toys” on www.ToyInfo.org (see link for
“Trends”) for Affordable gift-giving toy ideas for Easter
and other occasions.
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