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Easter Bunny Keeps Frugality in Mind This Year, According to NRF

For Immediate Release
Shari Brown or Kathy Grannis (855) NRF-PRESS
browns@nrf.com or grannisk@nrf.com

Click here to download complete survey results
Click here to view the Easter spending infographic

Easter Bunny Keeps Frugality in Mind This Year, According to NRF

Washington, March 18, 2013 - Americans will celebrate Easter in style and on budget this year according to NRF’s Easter Spending Survey conducted by BIGinsight. Keeping cost and their shopping list in mind, the average person celebrating Easter will spend approximately $145.13 on candy, decor, apparel and food, flat with last year’s $145.28. Total spending will reach an estimated $17.2 billion.*

“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 percent 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 purchase 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. And, 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.

When it comes to where people will shop for their Easter needs, the survey found families will shop for price and value. Most people (63.4%) will shop at discount stores and four in 10 (40.7%) will shop at their favorite department store. Others 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 utilize their smartphones and tablets to shop for Easter items. Four in 10 (43.3%) 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 percent say they will purchase Easter products with their smartphones. More than half (51.0%) of tablet owners will use their device to make purchases, research products and prices and look up retailer information such as store locations and hours. One in five (22.1%) say they will purchase something via their tablet.

About the Survey

The NRF 2013 Easter Spending Survey, conducted by BIGinsight, was designed to gauge consumer behavior and shopping trends related to Easter. The poll of 5,050 consumers was conducted from March 5-11, 2013. The consumer poll has a margin of error of plus or minus 1.4 percentage points.

BIGinsight delivers executives timely, consumer-centric insights from multiple sources. As a comprehensive resource of information, BIGinsight represents the voice of the consumer and provides knowledge to marketers regarding consumer views on the economy, personal finance, retail, lifestyle, media and domestic and world issues. www.BIGinsight.com

As the world’s largest retail trade association and the voice of retail worldwide, NRF represents retailers of all types and sizes, including chain restaurants and industry partners, from the United States and more than 45 countries abroad. Retailers operate more than 3.6 million U.S. establishments that support one in four U.S. jobs – 42 million working Americans. Contributing $2.5 trillion to annual GDP, retail is a daily barometer for the nation’s economy. NRF’s Retail Means Jobs campaign emphasizes the economic importance of retail and encourages policymakers to support a Jobs, Innovation and Consumer Value Agenda aimed at boosting economic growth and job creation. www.nrf.com

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* Total spending extrapolation of US population 18+