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Easter Purchases Will Continue Strong Consumer Spend Trend

Easter spending is expected to hit $18.2 billion this year, slightly below the $18.4 billion spent in 2017 but still the second-highest level on record, according to a survey by the National Retail Federation (NRF) and Prosper Insights & Analytics. An estimated 81% of Americans will shop for the holiday, spending an average of $150 per person.

Approximately 87% of consumers plan to buy food, totaling a combined $5.7 billion. Other categories that will benefit from the holiday include:

  • Clothing (48% of shoppers, $3.2 billion);
  • Gifts (61% of shoppers, $2.9 billion); and
  • Candy (86% of shoppers, $2.6 billion).

Many shoppers plan to complete their Easter purchases at discount stores (58.9%) or department stores (45.8%). Other channels and segments they will frequent include:

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  • Online (28%);
  • Local/small businesses (24.9%);
  • Specialty stores (24.6%); and
  • Specialty clothing stores (11.6%).

“Despite a modest drop, the Easter forecast is still very positive and nearly as high as last year’s record,” said Matthew Shay, President and CEO of NRF in a statement. “Consumer spending remains healthy both for this holiday and this spring, and that paints an optimistic picture for the U.S. economy in the year ahead.”

Among smartphone users, 30% will use their device to research and compare prices, while 19% will use a phone to make a purchase. Some customers will shop as part of the day-of holiday celebration, with 11% planning to shop online and 9.2% expecting to visit a physical store on Easter Sunday.

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