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KEY POINTS

  • According to an annual spending survey from the National Retail Federation (NRF) and Prosper Insights & Analytics, 81% of Americans plan to celebrate Easter this year and to spend a total of $18.2 billion on items related to the holiday, down slightly from last year’s record total of $18.4 billion.
  • Americans are expected to spend an average of $150 per person on the holiday this year, down from $152 per person last year.
  • The survey found that 89% of respondents plan to purchase candy, while 87% expect to buy Easter-themed food, 61% gifts, 48% clothing, 42% decorations and 39% flowers.

Americans are ready to celebrate Easter, and their holiday-related spending is forecast to hit $18.2 billion this year, which would be the second-highest total on record. The projected total is slightly below last year’s $18.4 billion, according to the NRF’s annual Easter Spending Survey, conducted by Prosper Insights & Analytics.

The survey of 7,737 US consumers found that some 81% of respondents plan to celebrate Easter this year, and to spend $150 per person, on average, down from $152 per person last year.

Candy is the most popular Easter purchase category, with 89% of consumers surveyed planning to buy their (or their kids’) favorite treats. Food is second, with 87% of consumers planning to purchase special Easter food. In total, US consumers surveyed plan to spend $5.7 billion on food, $3.2 billion on clothing, $2.9 billion on gifts, $2.6 billion on candy, $1.3 billion on flowers, $1.1 billion on decorations and $0.78 billion on greeting cards.

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WHERE EASTER CELEBRANTS PLAN TO SHOP

Spending this spring remains healthy and the Easter spending forecast is nearly as high as last year’s record, according to the NRF, which bodes well for retail sales throughout the year. Among those who plan to buy Easter items this year, nearly 59% plan to shop at discount stores, while nearly 46% plan to shop at department stores.

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HOW CONSUMERS PLAN TO CELEBRATE

According to the NRF survey, the majority of those polled who plan to celebrate Easter will visit friends and family. Other top ways to celebrate include making a holiday meal, going to church and watching television. More than a third of respondents are planning an Easter egg hunt.

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HOW THE 2018 EASTER SPENDING FORECAST COMPARES WITH PREVIOUS YEARS’ SALES

In 2017, Easter fell nearly three weeks later in the season than it did in 2016, and retailers benefited from the shift as consumers spent a record $18.4 billion on Easter-related items, the highest total in the NRF survey’s history. This year, the survey indicates that Easter spending will reach $18.2 billion, the second-highest total on record.

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