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Easter a Warm Welcome for Shoppers and Retailers, According to NRF

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For Immediate Release
Kathy Grannis (202)783-7971
grannisk@nrf.com

Easter a Warm Welcome for Shoppers and Retailers, According to NRF

Washington, March 16, 2010 – Traditionally seen as the kickoff to spring, Easter couldn’t come at a better time this year for Americans eager to say goodbye to winter. According to NRF’s 2010 Easter Consumer Intentions and Actions Survey, conducted by BIGresearch, holiday celebrants will spend slightly more this year with the average person expected to shell out $118.60, up from $116.59 last year. Total spending is expected to reach $13.03 billion.*

While spending on most items will remain the same as last year, children can expect more jelly beans, flavored marshmallows and even gifts in their Easter baskets this year. The average person will spend $17.29 on candy, compared to $16.55 last year, and $18.16 on gifts, up from $17.30 last Easter. Other holiday purchases include clothing ($19.03), food ($37.45), flowers ($7.84), decorations ($6.34) and greeting cards ($6.30). 

“With signs of spring popping up everywhere, shoppers are eager to get their hands on bright, colorful Easter merchandise,” said Tracy Mullin, President and CEO, NRF. “Warmer weather and special holiday promotions are the perfect mix to get people out of their homes and into stores as spring approaches.” 

When it comes to buying Easter merchandise, most Americans will shop at discount (64.8%) and department stores (33.2%). People will also head to specialty stores such as florists or gift/greeting card stores (22.0%), online (13.1%), specialty clothing stores (7.0%) and catalogs (3.7%). 

While 25-34 year-olds will be spending the most this Easter at $136.79, more 18-24 year olds will buy gifts. Nearly three-quarters (71.3%) of young adults ages 18-24 will buy gifts this year, compared to 65.8 percent of 25-34 year olds and 65.5 percent of 35-44 year olds. Young adults will spend an average of $125.85 on Easter merchandise, followed by 35-44 year olds ($124.66), 45-54 year olds ($117.54), 55-64 year olds ($106.82) and 65+ ($98.72). 

“Often living in another state because of college or a career, young adults feel compelled to bring candy for the little ones and even greeting cards for others when visiting for Easter,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “After spending the last few months indoors and out of the snow, many Americans are looking forward to celebrating a great day with family and friends.” 

About the Survey The NRF 2010 Easter Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the Easter holiday. The survey was conducted for NRF by BIGresearch. The poll of 8,281 consumers was conducted from March 2-10, 2010. The consumer poll has a margin of error of plus or minus 1.0 percent. 

BIGresearch is a consumer market intelligence firm that provides unique consumer insights that are gathered online utilizing very large sample sizes. BIGresearch’s syndicated Consumer Intentions and Actions survey monitors the pulse of more than 8,000 consumers each month to empower its clients with unique insights for identifying opportunities in a fragmented and changing marketplace.

The National Retail Federation is the world's largest retail trade association, with membership that comprises all retail formats and channels of distribution including department, specialty, discount, catalog, Internet, independent stores, chain restaurants, drug stores and grocery stores as well as the industry's key trading partners of retail goods and services. NRF represents an industry with more than 1.6 million U.S. retail establishments, more than 24 million employees - about one in five American workers - and 2009 sales of $4.1 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and international retail associations. www.nrf.com.  

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* Total extrapolation of US population 18+