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NRF: Easter Spending Expected to Increase to 16.4 Billion

This Easter, consumers will be seeking out new spring apparel and spending more on it.

The National Retail Federation’s (NRF) Easter Spending Survey revealed that the average person (age 18+) celebrating the holiday will spend $140.62, up a touch from last year’s $137.46. Total spending for Easter, including apparel purchases, decorations, gifts, candy, flowers and food is expected to reach $16.4 billion. Forty-five percent of the surveyed celebrators will buy colorful clothing for themselves and their families, spending more than $2.9 billion.

“Easter will be the perfect segue into spring for both consumers and retailers who have longed for warmer weather for quite some time,” NRF president and CEO Matthew Shay said. “As one of the busiest times of year for several retail sectors and as shelves begin filling with both traditional spring and holiday merchandise, retailers are looking forward to welcoming shoppers with attractive promotions on home goods, garden equipment and traditional Easter items.”

And more than half (58.6%) will spend their money at often one-stop-shop discount stores. Four in 10 will buy from department stores, 24 percent at local and small business and 22 percent said they would search specialty stores for their Easter articles. Just 19 percent noted intent to purchase online.

Of smartphone owners planning to celebrate the holiday, 21.4% said they would use their phones for research and product comparisons, and 13.5% said they would actually buy the items with their mobile device. Almost 25 percent of tablet owners said they would do product research on the device, and 16.6% said they complete a purchase from it.

“Easter remains a beloved affair for consumers young and old, and this year it looks like families are ready to dig into their budgets to make the most of the special day,” Prosper’s principal analyst Pam Goodfellow said. “The warm weather should help fuel some interest in celebrations, especially given the record-breaking winter much of the country experienced the last several months.”