Here Comes Peter Cottontail

When it comes to holiday mascots, The Easter Bunny probably has the worst publicist.  Santa, Cupid and the Leprechaun all seem to get more respect than the Rabbit – but that doesn’t mean he doesn’t bring in the shoppers.  The National Retail Federation just released their spending outlook for Easter  and egg grass won’t be the only green this holiday.

• Total shopping for Easter is anticipated
to reach nearly $17 billion

• Per household spending is expected to
be just over $145 that’s a jump 11% year
over year.

• Nearly 90% of Easter shoppers are will
be shopping for candy.  The projected
household average for candy is expected to
be over $21 this year

• Almost half of shoppers will be buying apparel.  Apparel spending is expected to increase over 20% per household

• Easter shoppers are also expected to eat more than jelly beans – the average consumer is predicted to spend over $44 on their Easter meal

• The average Easter shopper will be spending over $20 on gifts for friends and family and over half of consumers will buy a greeting card

What Does This Mean To You?

Easter is an excellent time to kick off spring sales.  Even though the country experienced a mild winter, consumers were stuck with dull, drab clothing.  The warm weather probably has them hopping to add some color to their wardrobe.  Because Easter’s date moves every year, this gives you an excellent opportunity to build a database through sales reminders.  Encourage customers to sign up and offer a discount.   For more information on reaching Easter shoppers and diners, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: National Retail Federation

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