Consumers to Keep Frugality in Mind This Easter

The average consumer celebrating Easter this year will spend approximately $145.13 on candy, décor, apparel and food – flat with last year’s $145.28 – according to NRF’s Easter Spending Survey, conducted by BIGinsight. Total spending will reach an estimated $17.2 billion.

“With a plethora of budgetary concerns already on their plates, Americans this Easter will look for special, creative ways to celebrate the holiday without breaking the bank,” said NRF president and CEO Matthew Shay. “Retailers are already lining their shelves with specials on chocolates, warm-weather apparel and even gardening tools and outdoor furniture.”

The survey found much of consumers’ budgets will go toward food for a family brunch or dinner: 86.9 percent of those celebrating Easter will spend an average of $45.26 on items needed for their holiday meal. Traditionally known as the kickoff to spring, many will set out to purchase new spring attire. Nearly half (48.4 percent) will purchase clothing this Easter, spending an average of $25.91. And, nine in 10 (90.5 percent) will stock up on Easter candy, spending an average of $20.66 on jelly beans, chocolate and more. Additionally, consumers will spend an average of $20.82 on gifts, $9.49 on flowers and $9.11 on decorations.

Because shoppers plan to focus on price and value this Easter, most people (63.4 percent) will shop at discount stores, and four in 10 (40.7 percent) will visit their favorite department store. Others will shop at specialty stores (24.9 percent), online (21.1 percent) and specialty clothing stores (10.6 percent).

“While many of today’s consumers are coping with tight budgets, the Easter Bunny isn’t headed toward retirement in 2013,” said BIGinsight consumer insights director Pam Goodfellow. “Look for cost-conscious parents to scope the sale racks, head to discounters, and clip coupons to keep spending on track – and to make the holiday special for youngsters this year.”

The survey also found that many people will use their smartphones and tablets to shop for Easter items. Four in 10 (43.3 percent) smartphone owners will use their mobile device to research product information, look up store hours and locations, compare prices and even purchase gifts and other items. Specifically, 14.8 percent said they will purchase Easter products with their smartphones. More than half (51 percent) of tablet owners will use their device to make purchases, research products and prices and look up retailer information. One in five (22.1 percent) say they will purchase something via their tablet.

The NRF 2013 Easter Spending Survey was designed to gauge consumer behavior and shopping trends related to Easter. The poll of 5,050 consumers was conducted from March 5-11, 2013. NRF represents retailers of all types and sizes, including chain restaurants and industry partners, from the United States and more than 45 countries abroad.

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