Signs that even the Easter bunny is cutting back, with research conducted by BIGresearch for the US National Retail Federation finding Americans will spend less this year on their Easter confectionery and gifts.
According to NRF's 2009 Easter Consumer Intentions and Actions survey Americans will spend an average of $116.59 (€85.4) on Easter candy, gifts, food and decorations, down from an average of $135.03 (€98.9) last year.
Survey findings indicate that many people will opt for less expensive celebrations this year. Americans' are expected to pay $16.55 (€12.12) on confectionery, a fall from $18.12 (€13.27) in 2008.
The poll of 8,498 consumers, conducted from March 3 to 10 this year, found that the largest Easter expense will be in preparing a meal, with the average person expected to spend $37.67 (€26.14) on food, a fall from $41.09 (€30.11) last year.
Despite the figures, NRF President and CEO Tracy Mullin commented: “Retailers are hopeful that a late Easter will bring warmer weather and put shoppers in the mood to buy clothing, flowers and other holiday gifts.”