Easter celebrants will spend slightly more this year with the average person expected to shell out $118.60, up from $116.59 last year, according to the National Retail Federation's 2010 Easter Consumer Intentions and Actions Survey, conducted by BIGresearch, which polled more than 8,000 people this month. Total spending is expected to reach more than $13 billion.

While spending on most items will remain the same as last year, rhe average person will spend more on candy, $17.29, compared to $16.55 last year, and $18.16 on gifts, up from $17.30 last Easter. Other holiday purchases include clothing ($19.03), food ($37.45), flowers ($7.84), decorations ($6.34) and greeting cards ($6.30).

For Easter merchandise, most Americans will shop at discount (64.8%) and department stores (33.2%). People will also head to specialty stores such as florists or gift/greeting card stores (22%), online (13.1%), specialty clothing stores (7.0%) and catalogs (3.7%).

While 25- to 34-year-olds are expected to spend the most at $136.79, more 18- to 24-year-olds will buy gifts. Nearly three-quarters (71.3%) of adults ages 18-24 will buy gifts, compared to 65.8% of 25- to 34-year-olds and 65.5% of 35- to 44-year-olds.

Additionally, 18- to 24-year-olds will spend an average of $125.85 on Easter merchandise, followed by 35- to 44-year-olds ($124.66), adults 45-54 years old ($117.54), adults 55-64 years old ($106.82) and 65 and up ($98.72).

"Often living in another state because of college or a career, young adults feel compelled to bring candy for the little ones and even greeting cards for others when visiting for Easter," said Phil Rist, executive vice president, strategic initiatives, BIGresearch. "After spending the last few months indoors and out of the snow, many Americans are looking forward to celebrating a great day with family and friends."

• Prev
• Next