Shoppers hand retailers basket of Easter cash

April 9, 2010 at 12:00a.m.

Associated Press

NEW YORK

Shoppers are finally coming out of hibernation.

Better weather and an earlier Easter enticed Americans to shell out for spring clothes in March, the fourth-straight month of gains for retail sales. Target, Macy’s, Gap and the parent of Victoria’s Secret all beat Wall Street expectations.

The improvement was broad, spanning discounters, mass merchants, specialty stores and luxury retailers. The gains offer strong evidence that people are feeling more confident in the economic recovery and are more willing to spend.

Retailers had several factors on their side. The earlier holiday combined with comparisons with notoriously weak sales in March 2009 had analysts expecting solid improvements. But it’s also clear that shoppers’ mind-set is changing.

“There was a lot of talk about the frugality of the American consumer, and that the recession taught people to save more,” said Sherif Mityas, a partner in the retail practice at management consultant A.T. Kearney. “But U.S. consumers have short-term memories.”

Overall, sales in stores open at least a year rose 9 percent in March, based on an index of 31 retailers compiled by the International Council of Shopping Centers.