America is all set to celebrate Easter and this year, holiday-related spending is estimated to hit $18.1 billion, marginally below last year’s $18.2 billion, according to the NRF’s annual Easter Spending Survey, conducted by Prosper Insights & Analytics. The estimated total would be the third-highest on record. The survey found 79% of respondents plan to celebrate Easter, and expect to spend $151 per person, on average, up from $150 per person last year. Total spending is expected to fall short of last year’s due to a decline in the proportion of consumers that plan to celebrate this year. Of the 21% who do not plan to celebrate, 48% still plan look for Easter-related sales and expect to spend $19 per person, on average. Among age groups, those below 35 showed the most enthusiasm with 85% confirming plans to celebrate, while among those aged 35–54 years old 80% said they would celebrate. Around 74% of adults between the 55 and older plan to celebrate. Candy remains the most popular Easter purchase category, with 87% of those who plan to celebrate the holiday planning to buy candy. Some 85% of consumers plan to purchase special Easter food. In total, the NRF and Prosper estimate that US consumers plan to spend $5.7 billion on food, $3.3 billion on clothing, $2.9 billion on gifts, $2.5 billion on candy, $1.3 billion on flowers, $1.1 billion on decorations and $0.78 billion on greeting cards. [caption id="attachment_84129" align="aligncenter" width="720"] Source: NRF/Prosper Insights & Analytics[/caption]   Where People Will Shop for Easter Among those who plan to shop for Easter, 54% plan to shop at discount stores, while 39% plan to shop at department stores. [caption id="attachment_84130" align="aligncenter" width="720"] Base: US consumers ages 18+ who plan to celebrate Easter, surveyed in March 2019
Source: NRF/Prosper Insights & Analytics [/caption]   How Consumers Plan to Celebrate According to the NRF survey, the majority of those who plan to celebrate Easter will visit friends and family. Making a holiday meal, going to church and watching television are the other popular activities. Almost a third of respondents plan to organize an Easter egg hunt. [caption id="attachment_84131" align="aligncenter" width="720"] Base: US consumers ages 18+ who plan to celebrate Easter, surveyed in March 2019
Source: NRF/Prosper Insights & Analytics [/caption]   How the 2018 Easter Spending Forecast Compares with Previous Years’ Sales Easter 2017 hit a record $18.4 billion in planned consumer spending, falling slightly in 2018 at $18.2 billion, while 2019 spending is expected to reach $18.1 billion. [caption id="attachment_84132" align="aligncenter" width="720"] Source: NRF/Prosper Insights & Analytics[/caption]