The Easter bunny will not be delivering quite as many marshmallow peeps, chocolate bunnies and other goodies this year. NRF's 2009 Easter Consumer Intentions and Actions Survey, conducted by BIGresearch, found that Americans will spend an average of $116.59 on Easter candy, gifts, food and decorations, down from an average of $135.03 last year. That's a drop of nearly 14%.
The survey found that most people celebrating Easter will opt for less expensive celebrations this year. Americans' largest Easter expense will be in preparing a meal, with the average person expected to spend $37.67 on food (down from $41.09 last year). People will also spend on gifts ($17.30 vs. $21.42 last year), flowers ($7.55 vs. $9.11 in 2008) and candy ($16.55 vs. $18.12 in 2008).
Even though Easter falls three weeks later than it did in 2008, fewer consumers are planning to purchase new spring attire this year. According to the survey, Americans will spend an average of $19.44, down from $23.82 last year. The April 12th Easter holiday date gives retailers more time to entice shoppers with Easter merchandise but the recession has consumers less interested in buying it.
People may not be buying as much for the Easter holiday but they are spending more on candy overall during the recession.
The Easter bunny will not be delivering quite as many marshmallow peeps, chocolate bunnies and other goodies this year. NRF's 2009 Easter Consumer Intentions and Actions Survey, conducted by BIGresearch, found that Americans will spend an average of $116.59 on Easter candy, gifts, food and decorations, down from an average of $135.03 last year. That's a drop of nearly 14%.
