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. 




































Greeting cards










TOTAL (combined net average)





“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. 

Reyne Talks ToysWatch the March 2010 edition of the video series “Reyne Talks Toys” on (see link for “Trends”) for Affordable gift-giving toy ideas for Easter and other occasions.