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Easter Egg-spenditures: Holiday Spending Not Hopping, Says NRF

Easter spending is the second most popular candy-eating occasion

| BY Donald Liebenson

Spring fever is not expected to have an impact on Easter spending, according to the National Retail Federation’s annual holiday spending forecast.

Total Easter spending is expected to reach an estimated $17.2 billion, up from last year’s forecast of $16.8 billion. Americans will spend approximately $145.13 on candy, decor, apparel and food, about the same as last year’s $145.28.

Most Easter celebrants (91 percent) will be buying candy, spending an average of $20.66 on sweet treats for baskets. Easter is the second only to Halloween as the most popular candy eating occasion, according to the National Confectioners Association. Ninety million chocolate Easter bunnies and 16 billion jelly beans are made for Easter annually, the NCA states. In addition, five million marshmallow chicks and bunnies are produced daily in preparation for the holiday.

Peeps, perhaps ever more than chocolate, are Easter’s signature candy brand. This year marks Peeps’ 60th anniversary, and Just Born, the company that produces the marshmallow candies, is reportedly coming off its best year financially (it is a privately-owned company and does not disclose revenue)

But Easter celebrants do not live on candy alone. Eighty-seven percent will partake in a family brunch or Easter dinner, spending an average of $45.26 on items needed for the holiday meal, the NRF estimates. In addition, they will spend about $21 on gifts such as flowers and decorations.

Easter is embraced by retailers as the kickoff to the Spring shopping season. Nearly half of respondents to the NRF survey said they intend to purchase clothing this Easter. Traditionally known as the kickoff to spring, many will specifically set out to purchase new spring attire.

Mobile technology is expected to pay an increased role in Easter spending. Forty-three percent of smartphone owners plan to use their mobile device to research product information, look up store hours and locations, compare prices, and make purchases. More than half (51 percent 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 percent) say they will purchase something via their tablet.



About the Author


Donald Liebenson

dliebenson@millionairecorner.com

Donald Liebenson writes news and features for Millionaire Corner. He has been published in the Chicago Tribune, The Chicago Sun-Times, The Los Angeles Times, Fiscal Times, Entertainment Weekly, Huffington Post, and other outlets. He has also served as a marketing writer for Chicago-based Questar Entertainment and distributor Baker & Taylor.  

A graduate of the University of Southern California, he is married with a college-age son. He also writes extensively about entertainment.