Consumers to Keep Frugality in Mind This Easter

WASHINGTON, D.C. -- The average consumer celebrating Easter this year will spend approximately $145.13 on candy, décor, apparel and food — a flat comparison to last year’s $145.28, according to the National Retail Federation's (NRF) Easter Spending Survey, conducted by BIGinsight.

“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 chocolate, warm-weather apparel and even gardening tools and outdoor furniture.”

While total spending will reach an estimated $17.2 billion, the survey found that 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.

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, according to the NRF research.

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 stores. 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,” noted Pam Goodfellow, BIGinsight's consumer insights director. “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 NRF 2013 Easter Spending Survey was designed to gauge consumer behavior and shopping trends related to the Easter holiday. The poll of 5,050 consumers was conducted March 5-11.