As Easter approaches this week American consumers are expected to spend an estimated $17.2 billion on candy, fashion, food and decor, but many will be looking for discounts and bargains according a survey conducted by BIGinsight on behalf of the National Retail Federation.
Keeping cost and their shopping list in mind, the average person celebrating Easter will spend approximately $145.13, flat with last year’s $145.28.
“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. “And as spring weather rolls in, consumers will find affordable ways to spruce up their homes and wardrobes, just in time for visiting family and friends this Easter holiday. 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 towards food for a family brunch or dinner: 86.9% 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 specifically set out to buy new spring attire. Nearly half (48.4%) will purchase clothing this Easter, spending an average of $25.91 on bright new outfits for their children and even something new for themselves.
Nine in 10 (90.5%) 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.
Roughly 63% of people said the will shop for the Easter needs in discount stores such as Wal-Mart and Target.
Department stores are also expected to get their fair share of business with 40% of people shopping there ahead of the holiday. Others said they will shop at specialty stores (24.9%), online (21.1%) and specialty clothing stores (10.6%).
“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. Some 43.3% of smartphone owners will use their mobile device to research product information, look up store hours and location, compare prices and even purchase gifts and other items.
Specifically, 14.8% say they will buy Easter products with their smartphones, according to the survey.