After punishing winter, Easter shoppers look forward to spring

The arrival of Easter, warmer weather and the Masters golf tournament in nearby Augusta all portend a boost for the economy, experts say.

Barbers and hairstylists traditionally are busy heading into the final days of shopping before Easter. But retailers and restaurants also can expect to see crowds this weekend.

Even Easter Sunday is expected to see a boost in spending this year, retail analysts say. One in four shoppers is expected to round out a traditionally holy day, spent with family, by doing some shopping online.

Nationwide, shoppers are predicted to spend $16.4 billion for Easter this year, buying clothing, candy, decorations, food, flowers and gifts, according to the National Retail Federation’s annual Easter survey.

Locally, shoppers started their spring shopping flings by preparing for the steeplechase races held over the last two weekends in Camden and Aiken, some retailers said.

“There is some slightly good news as compared to last year’s sales,” said Annette K. Burnsed, a University of South Carolina retailing and fashion merchandising assistant professor. “A lot of it has to do, of course, with the economy – it’s getting better. Then, on top of that, most Americans are looking forward to spring.”

After a punishing winter in many parts of the country, consumers want to buy bright-colored apparel as well as spring fashions, Burnsed said. Nearly half of the 6,100 people surveyed by the Retail Federation said they would spend money on clothing.

But food, including the traditional Easter meal with family, by far exceeds all other spending categories in this year’s survey. Of those surveyed, nearly 86 percent say they will buy food for a family meal or other festivity, and spend more than $5.3 billion doing so.

“It’s still a family-and-friend-type of holiday,” Burnsed said.

After food and clothing, consumers plan to spend money buying gifts, candy, flowers, decorations and greeting cards, the survey says.

And, while many consumers will go online Easter Sunday afternoon to take advantage of bargains and discounts, they won’t forget their local shops and stores.

One in four shoppers surveyed said they plan to shop at a local or small business this weekend, Burnsed noted.

Some Midlands retailers say they already are seeing more traffic.

“We got a huge bump from the (Carolina) Cup and, with Easter, we will have a lot of people coming in,” said Debbie McDaniel, owner of the Revente women’s clothing store in Five Points. Floral-print dresses, suitable for Easter Sunday brunch, and spring hats have been popular so far this year, McDaniel said.

“(Tuesday) we were slammed with people all day, I think because it was one of the first pretty days, that stayed pretty,” McDaniel said. “I think spring is here to stay this time. But we’ve had so much teasing weather so far this spring.”

At Be Beep A Toy Store along Forest Drive, children’s Easter outfits are moving, store managers said.

Easter baskets also are available with store staff making up baskets with beds of green grass and various toys, candy and other items.

“Easter will be the perfect segue into spring for both consumers and retailers who have longed for warmer weather for quite some time,” said Retail Federation Chief Executive Matthew Shay.

This story was originally published April 1, 2015 at 8:38 PM with the headline "After punishing winter, Easter shoppers look forward to spring."