NRF: Later Easter Means More Time to Sell
by Christina Lee on April 2nd, 2009
U.S. consumers anticipate spending an average of $116.59 on Easter merchandise – though $18 less than what they paid last year, still enough reason for retailers to keep promoting their products.
“With Easter falling so late this year, retailers will have plenty of time to entice shoppers with deals on spring apparel and other Easter merchandise,” said Tracy Mullin, president of the National Retail Federation.
The D.C. trade group expects total spending to reach $12.73 billion, based on a survey conducted with BIGresearch in early March. Nearly 80 percent of those surveyed said that they observe Easter.
While the holiday meal continues to be the biggest expense, most consumers – specifically, more than 87 percent – plan to purchase candy. More than half of them will also buy gifts and greeting cards, adding up to an estimated $7.88 billion.
These findings lead experts to believe that Easter is still both a good time and reason to launch spring promotions.
“Many Americans view Easter as the official kickoff to spring,” said Phil Rist, BIGresearch’s executive vice president of strategic initiatives. “A later holiday could mean people will take advantage of retailers’ promotions as a way to spruce up their spring wardrobe.”