Easter ranks fourth among holidays that generate the biggest spending, behind Valentine’s Day, Back to School, and the winter holiday season.
Easter, which falls on April 5, is a welcome harbinger of Spring and, retailers hope, Spring spending, especially after an especially severe and prolonged winter.
Easter ranks fourth among holidays that generate the biggest spending, behind Valentine’s Day, Back to School, and the winter holiday season, according to consumer spending trends tracked by the National Retail Federation. This year, the NRF’s Easter Spending Survey forecasts that total spending for Easter this year will reach $16.4 billion. That comes to about $140.62 the average person will spend on clothes, decorations, gifts, candy, food, flowers and other holiday observances.
But mostly food. The NRF estimates that nearly 86 percent of Easter celebrants will purchase food for a family meal at home or at a restaurant. Easter food spending is expected to top $5.3 million. More than $2 billion is expected to be spent on candy. Easter is second only to Halloween as the top-selling confectionary holiday, according to the National Confectioners Association.
In other Easter spending, the NRF is projecting that Americans will spend $2.4 billion on gifts, $1.1 billion on flowers, $998 million on decorations and $695 million on greeting cards. Forty-five percent are expected to spend nearly $3 billion on clothing.
Almost three-fourths of Affluent households surveyed for Millionaire Corner will be celebrating Easter this year, and while Easter baskets or gifts will be an integral part of the celebration, they seem to be taking a frugal spending approach. The highest percentage (27 percent) will spend up to $25 on basket stuffers, while nearly one-fourth will spend between $26 and $50. A near-equal percentage (23 percent) said they will not spend anything on Easter baskets or gifts.
The chocolate Easter Bunny is the most popular Easter basket item, the NCA reports from its Easter candy preferences survey. Two-thirds of Americans prefer the solid chocolate bunny over their hollow counterparts. Americans, too are “all ears” when it comes to proper chocolate bunny eating etiquette. Nearly nine-in-ten said they start with the ears first, while a mere six percent start at the feet, and five percent the tail.
Second only to chocolate is the marshmallow Peep. More than 1.5 billion of them are reportedly consumed at Easter time. More than 16 billion jelly beans are made for Easter each year in the United States, with cherry the most popular flavor, according to the NCA.
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.