For Immediate Release: April 15, 2019
Consumers expected to spend $151 per person, down slightly from last year, but still the second-highest all-time; Food, clothing, candy, flowers and decorations lead the way in popularity
TALLAHASSEE, FL – The Florida Retail Federation (FRF), the state’s premier trade association celebrating more than 80 years of supporting Florida’s retail industry, expects spending on Easter to reach near record numbers, with the average per person spending $151, second highest in survey history. The total expected to be spent nationally is a healthy $18.11 billion, a slight dip from last year’s total of $18.16 billion.
“Our economy remains strong and consumers have more money in their pockets to spend," said FRF President/CEO R. Scott Shalley. “Consumers will be looking for the best deals on candy, decorations, flowers and cards. The savviest retailers will take advantage of this robust spending.”
According to the survey, which was conducted by FRF’s national partners at the National Retail Federation, consumers are also projected to spend $5.74 billion on food, $3.27 billion on clothing, $2.87 billion on gifts, $1.29 billion on flowers, just over $1 billion on decorations and $780 million on greeting cards.
With nearly 80 percent of survey respondents expected to celebrate, shoppers are projected to spend a little more on average: $151.25 in 2019 vs. $150.05 in 2018. This year’s projection just missed 2017’s record average of $151.91.
Eighty-seven percent of Easter shoppers are expected to buy candy, spending $2.49 billion. That’s down from $2.63 billion in 2018.
More than half of consumers (54 percent) plan to cook a holiday meal, while 16 percent will let a restaurant handle holiday food preparations. Less than half (49 percent) of shoppers will attend church on Easter, and 15 percent will open gifts. Just under a third of consumers are planning an Easter egg hunt for the little ones in their lives.
A subset of shoppers — 21 percent of survey respondents — don’t plan to celebrate Easter, but that won’t stop them from hitting post-holiday sales. Nearly half (48 percent) plan to spend after Easter at an average of $19.
The survey revealed younger adults are especially excited for Easter, with 85 percent of survey respondents ages 18-34 and 80 percent of respondents ages 35-54 planning to celebrate.
Shoppers under 35 are also more inclined to hop on their smartphones to assist in Easter shopping. In 2015, 24 percent of these consumers planned to use smartphones to help with purchasing decisions around the holiday. It jumped to 37 percent in 2019.
ABOUT THE FLORIDA RETAIL FEDERATION
Founded in 1937, the Florida Retail Federation is celebrating its 80th anniversary this year as the statewide trade association representing retailers -- the businesses that sell directly to consumers. Florida retailers provide three out of every four jobs in the state, pay more than $49 billion in wages annually, and collect and remit more than $20 billion in sales taxes for Florida’s government each year. In fact, more than three out of four of Florida’s budget dollars come from retail-related activity.
ABOUT THE NATIONAL RETAIL FEDERATION
As the world's largest retail trade association and the voice of retail worldwide, the National Retail Federation's global membership includes retailers of all sizes, formats and channels of distribution as well as chain restaurants and industry partners from the U.S. and more than 45 countries abroad. In the U.S., NRF represents the breadth and diversity of an industry with more than 1.6 million American companies that employ nearly 25 million workers and generated 2010 sales of $2.4 trillion. www.nrf.com.