Frugal Easter shoppers to hop online for deals and steals in 2013
By Jay Keller
Spring is set to kickoff just in time for the Easter holiday and retailers are lining up discounts, stocking sales racks and offering coupons on a variety of goods ranging from chocolates, apparel, gardening tools and outdoor furniture.
As such, cost-conscious parents are more inclined this year to hop on online and grab discounts on candy, gifts, food, flowers, decorations, greeting cards and, of course, the latest in spring fashion.
In fact, a recent survey of consumers by the National Retail Federation estimated that online Easter shoppers are expected to spend on average $237.64 in the coming weeks — about 63 percent more than adults who shop at brick-and-mortar stores.
“With a plethora of budgetary concerns already on their plates, Americans this Easter will look for special, creative ways to celebrate the holiday without breaking the bank,” said NRF President and CEO Matthew Shay in a statement.
According to NRF’s Easter Spending Survey conducted (PDF) by BIGinsight, of the over 5,000 consumers surveyed, most online Easter shoppers said they will spend at least $64 on dinner items, about $30 to stock up on candy, at least $36 on gifts and about $18 on flowers.
“While many of today’s consumers are coping with tight budgets, the Easter Bunny isn’t headed toward retirement in 2013,” BIGinsight Consumer Insights Director Pam Goodfellow said in a statement.
The survey also showed that 70 percent of online shoppers celebrating Easter will buy new clothes, spending about $45 to spruce up their wardrobes.
Easter 2013, according to the survey, will see a rise in consumer use of smartphones and tablets to shop online, with four in ten using their smartphones and over half of those surveyed will use a tablet to research product info, compare prices or look up store hours, addresses.
Specifically, 14.8 percent of smartphone owners say they will purchase Easter products with their iPhone or Android device while one in five tablet owners will buy something with an iPad, TouchPad, XOOM or PlayBook, for example.
Brick-and-mortar retailers will still see customers and the data finds that most families will shop for price and value discount stores, at least 63 percent of all Easter shoppers.
Around four in 10 will visit departments stores while others will get their fall-fashion needs from specialty stores and specialty clothing stores.