Consumers will spend $9 on Easter flowers

According to National Retail Federation’s 2011 Easter Consumer Intentions and Actions survey, conducted by BIGresearch, the average consumer is expected to spend $131.04 on everything from candy to clothes. This is up from last year’s $118.60 but not quite to pre-recession levels. Total spending on Easter related merchandise is expected to reach $14.6 billion.
“Due to such a late holiday (April 24), Easter promotions will last all spring long,” said NRF president and CEO Matthew Shay. “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.”
Food and candy will account for most of a consumer’s budget, bringing in $2.1 billion in candy sales and $4.5 billion in food sales alone. The average person will spend $18.55 on candy, compared to $17.29 last year, and $40.05 on food, up from $37.45 last year.
Consumers will spend an average of $9.02 on flowers, $8 on decorations and $6.79 on greeting cards. Department (36.6%) and discount stores (62.6%) will be the most popular shopping destinations for Easter gifts this year, though specialty stores carrying flowers, jewelry and electronic merchandise will also see their share of traffic (22.4%). Others will shop at specialty clothing stores (8.1%), online (14.8%) and through a catalog (3.5%).

Pictured: American consumers are expected to spend around $9 on flowers this Easter with specialty stores carrying flowers and other products receiving about 22% of holiday shoppers.
Photo by Rich McAvoy, Univ. of Conn.