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Easter Bunny to Make Retailers Happy

Shoppers expected to spend big on food, candy and clothes.

Easter egg hunts and picnics will make lots of kids happy next month, but retailers may be even happier as spending for the spring festivity is expected to increase by double digits.

Americans are likely to spend a total of $16.8 billion on Easter celebrations this year, with the average person expected to spend $145.28. That’s an 11-percent increase compared to Easter spending in 2011, according to a survey by the National Retail Federation.

The top purchases will be food, with Easter meals expected to garner $5.1 billion in sales, the NRF reports. Candy and clothes will also be popular, with total spending for these expected to reach $3 billion and $2 billion, respectively, NRF notes. The organization adds that 48.5 percent of respondents say they will buy new clothes and accessories, while more than 89 percent say they’ll buy candy.

Parents’ desires to make their little ones happy may be at the heart of the increase, notes Matthew Shay, president and CEO of the NRF.

“Though the price of gas is on everyone’s mind, Easter is one of the few holidays [when] some consumers are willing to stretch their budgets, especially because many children look forward to treats and new outfits on Easter morning,” he says.

But kids won’t be the only ones enjoying Easter treats. Shoppers are expected to spend an average of $20.57 on gifts for friends and family, an average of $10.50 on flowers and just over $9 on decorations, the survey notes.

The survey also finds that 19 percent of respondents will make their purchases online, up from 14.8 percent in 2011.

“Beautiful weather conditions coupled with a slight lift in customer confidence will likely be a boon to the Easter holiday this year, as consumers begin to seek out new spring merchandise for their home or garden, and even their wardrobe,” adds Pam Goodfellow, BIGinsight Consumer Insights’ director. “It remains to be seen, though, if this spending momentum will carry into the coming months with the cost of fueling up on the rise.”

About the author

Olga Munoz
Olga Munoz is editor of In addition to writing news and feature articles about e-commerce, selling trends, online marketing and other topics of interest to online sellers, Olga manages the site's social media efforts. A journalism graduate of Chico State, Olga says her favorite part of being a journalist is learning interesting facts that help put stories into perspective, attending industry events and meeting interesting people "that leave you smiling, even in tough situations." Opinions expressed here may not be shared by The Online Seller and/or its principals.

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