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American Easter spending down this year
Treats » Holiday kicks off spring spending.
First Published Apr 09 2014 11:03 am • Last Updated Apr 09 2014 10:12 pm

A new report from the Washington, D.C.-based National Retail Federation shows Americans will spend an average of $137.46 on apparel, food, candy and gifts to celebrate Easter this year.

That is slightly less than the $145.13 spent last year, with total spending expected to reach $15.9 billion.

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"The winter doldrums left consumers with a lot of pent-up demand, and though many Americans may take a cautious approach to spending on Easter items this year, retailers are anticipating that warmer weather will easily put consumers in the mood to buy bright clothes, holiday decorations and more," said NRF president and CEO Matthew Shay. "As one of the biggest holidays of the year, retailers are looking forward to increased customer traffic in stores and online, and will roll out promotions on everything from garden supplies and patio sets to apparel and grocery items as they help their customers prepare for the holiday."

Here are some other findings from the survey:

The number of Americans celebrating Easter has dropped from 83 percent last year to 80.3 percent this year.

85.7 percent of those celebrating will spend an average of $43.18 on a holiday meal, totaling $5 billion.

42.9 percent will purchase new spring attire for their children, spending an average of $22.71, with total spending on apparel expected to reach $2.6 billion.

Almost nine in 10 Americans will stock up on Easter candy, spending $2.2 billion.

Families also will spend $2.4 billion on gifts, $1.1 billion on flowers and $1.1 billion on decorations.

Nearly 1 in 4 smartphone owners will use their device to research products or compare prices, while 12.2 percent will make an actual purchase with their smartphone. Nearly 1 in 5 tablet owners will make a purchase on their device, but 30.2 percent will simply research holiday gifts, apparel and other items.

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"Americans are eager to dip their toes in the fresh green grass this Easter and celebrate the day with friends and family," said Prosper Insights and Analytics director Pam Goodfellow. "Though they are planning to trim their budgets in terms of spending on food, clothes and gifts, most will look for personal and fun items that won’t break the bank in order to enjoy the day."

Copyright 2014 The Salt Lake Tribune. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

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