Easter Bunny Expected to Boost Sales

Later-than-usual holiday gives merchants more time to promote goods.

by Auctiva.com staff writer
- Apr 07, 2011

With the Easter bunny coming later than usual this year, retailers will have more time to advertise their items, and shoppers are expected to hop on board and spend slightly more than they did a year ago.

Consumers will shell out an average of about $131.04 on Easter festivities, compared to $118.60 in 2010, reports the National Retail Federation. The biggest purchase this year will be clothing, with spending expected to average $21.51, compared to last year's $19.03. Kids should be happy to hear that the Easter bunny will not forget them and gifts will be the second biggest purchase, with an average spending of $19.89.

Shoppers will spend an average of $9.02 on flowers, $8 on decorations and just under $7 on greeting cards. In all, spending will reach $14.6 billion, the retail organization notes.

While more than 60 percent of shoppers are expected to head to local discount stores for their purchases, nearly 15 percent will go online.

"Due such a late holiday, Easter promotions will have all spring long," says Matthew Shay, president and CEO of the NRF. "Though lingering concerns over food and energy prices may keep shoppers from splurging, retailers are expecting consumers to stock up on apparel, home décor and, of course, food and candy—a good sign leading into the much busier and important months to come."

Shoppers ages 25 to 34 are expected to spend the most, an average of $173.41. Consumers ages 18 to 24 follow with an average spending of $145.12. Shoppers 35 to 44 will spend $138.55, and 45 to 54 year olds will spend $122.15.

"When out shopping for their Easter meals, many Americans will also be swayed by other items that remind them of warm weather celebrations, including apparel and home and garden accents," says Phil Rist, executive vice president of BIGreseach's strategic initiatives. "While spending is expected to improve from the past two years, families are still sticking to a budget with an eagle eye on low prices."

The increase in Easter spending comes after a strong month of March for retailers, in which retailers saw a 2-percent increase in sales compared to March 2010.

About the Author

Auctiva staff writers constantly monitor trends and best practices of those selling on eBay and elsewhere online. They attend relevant training seminars and trade shows and regularly discuss the market with PowerSellers and other market experts.

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