Timberline Interactive

Gourmet chocolate Easter eggs from Lake Champlain chocolates.

Easter sales will be down 14% according to a survey released today by the National Retail Federation.

In 2009 Americans will spend about $117, on average, for Easter candy, gifts, food and decorations, down from an average of $135 last year. Multiplying those survey results across all US households, the NRF pegged Easter holiday spending at $12.7 billion overall.

Americans' largest Easter expense will be in preparing a meal, with the average person expected to spend $38 on food (down from $41). People will also spend on gifts ($17 vs. $21 last year), flowers ($8 vs. $9) and candy ($17 vs. $18). 

Fewer consumers are planning to purchase new spring attire this year. According to the survey, Americans will spend an average of $19.44, down from $23.82 last year.

Easter candies from the Washington-state confectioner Liberty Orchards.

Despite the results, NRF President and CEO Tracy Mullin sounded a hopeful note: “With Easter falling so late this year, retailers will have plenty of time to entice shoppers with deals on spring apparel and other Easter merchandise,” said Mullin. “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.”

The NRF data covers all retail sales, be it brick-and-mortar, catalog, or online. For years online sales have managed revenue increases while brick-and-mortar retailers have generally not. Even the online channel has flattened out of late, but we're optimistic leading niche ecommerce marketers will buck the trend.

Our local Dakin Farm is already busy shipping Easter hams, for instance, in what is generally their second busiest season of the year.

Liberty Orchards, the Washington-based makers of Aplets & Cotlets candies, has a wide selection of Easter cookies, baskets, and gourmet Easter candy gifts, and online sales are up over last year.

In Vermont, Lake Champlain Chocolates offers a variety of gourmet Easter eggs, chocolate bunnies, and chocolate gift baskets wrapped in colorful Spring gift packaging. For LCC Easter ranks third, after the Holiday season, and Valentine's Day.