Americans will spend more than ever as they celebrate Easter on April 16, according to the annual survey sponsored by the National Retail Federation and conducted by Prosper Insights & Analytics. One major reason for the increase is that the holiday is nearly three weeks later than last year. Spending for Easter is expected to reach $18.4 billion, up six percent from last year’s record $17.3 billion and a new all-time high in the survey’s 14-year history. Those celebrating plan to spend an average of $152 per person, up four percent from last year’s previous record of $146.


Previous annual surveys of planned Easter spending


This year, Easter is three weeks later than last year

“Most consumers have almost an entire extra month to shop for Easter this year, and by the time the holiday comes the weather should be significantly warmer than last Easter,” NRF CEO Matthew Shay said. “That should put shoppers in the frame of mind to splurge on spring apparel along with Easter decorations. With the economy improving, consumers are ready to shop and retailers are ready to offer great deals whether they’re buying Easter baskets or garden tools.”

“Easter continues to be a traditional holiday for consumers of all ages, especially young families who are planning to spend a bit more for this celebration,” Prosper Principal Analyst Pam Goodfellow said. “With the later timing of Easter, we will see more consumers shopping for special deals, especially on apparel and decorations.”

How people plan to celebrate Easter

61% | Visit family and friends
57% | Cook a holiday meal
52% | Go to church
35% | Have an Easter egg hunt
17% | Go to a restaurant
16% | Open gifts

Where people plan to purchase gifts

58.3% | Discount store
45.7% |
Department store
26.8% | Online
26.4% | Local/Small business
25.1% | Specialty store (Card/gift store, florist, jewelry, electronics)
2.8% | Catalog

Planned Easter purchases

88.7% | Candy
87% | Food
60.9% | Gifts
48.4% | Greeting Cards
49.6% | Clothing
42.5% | Decorations
38.2% | Flowers
22.9% | Other

Source:
National Retail Federation
Research by Prosper Insights & Analytics.
The survey asked 7,411 consumers about Easter Sunday plans.
Conducted March 1-9, 2017

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