Dive Brief:
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Some 80% of American consumers are planning to spend on candy and celebrations for Easter, with each spending $140.62 on average, a bit more than $137.46 last year, according to the National Retail Federation.
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Total Easter spending could reach $16.4 billion, including purchases of clothing, decorations, candy, food, gifts, and flowers, according to the group’s Easter Spending Survey by Prosper Insights and Analytics.
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The survey asked questions to consumers planning to celebrate the holiday and found that mobile is in play this year: 21.4 % of shoppers with smartphones who also celebrate Easter will use them to research products and/or compare prices, and 13.5 % will use them to buy. About a quarter (24.9%) will research products and/or prices on tablets and 16.6% will buy on tablets.
Dive Insight:
Spring has been long in coming in many parts of the country that have been battered by winter storms. Warmer weather and an improved economy looks to boost Easter spending somewhat this year: The National Retail Federation sees Easter as “the perfect segue” to springtime shopping.
“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,” said NRF President and CEO Matthew Shay.
