Americans will spend an average of $146 this year for Easter holiday candy, clothing and food, which is up 4 percent from last year.
The National Retail Federation's annual Easter Spending Survey says that's a total of $17.3 billion, including $5.5 billion on food, $3 billion on clothing, $2.7 billion on gifts, $2.4 billion on candy and $1.2 billion on flowers.
"Retailers are beginning one of their busiest times of year and are more than ready as consumers shop for spring essentials," said Matthew Shay, NRF president and CEO. "Shoppers will find promotions on a number of items on their lists, from Easter baskets to sports equipment, home goods, garden tools and more."
The survey of consumers also revealed how people observe the holiday.
-- 89 percent say the way to eat a chocolate Easter bunny is ears first.
-- 87 percent of parents will give their kids an Easter basket and 81 percent will dip into the kids' baskets for a treat.
-- 55.6 percent will cook a holiday meal while 15.6 percent will go to a restaurant.
-- 57.8 percent will visit family and friends and just over half, or 51.3 percent, will go to church.
-- 49 percent will decorate Easter eggs and 31.4 percent plan an Easter egg hunt.
-- 44 million Easter cards will be exchanged and 14 percent of consumers will give Easter gifts.
Most consumers (58 percent) will do their Easter shopping at discount stores, according to the survey, while 41 percent will go to department stores and 25 percent will shop at local small businesses.