WASHINGTON – U.S. consumers are expected to spend a total of $23.6 billion on Easter this year, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. The figure represents a significant increase from last year’s $22.4 billion and comes close to the record-setting $24 billion spent in 2023.
Despite ongoing economic uncertainty, Americans are prioritizing Easter celebrations, and spending is projected to surge across a wide range of categories.
“As we witnessed throughout the pandemic, holidays such as Easter are especially meaningful for Americans during times of uncertainty,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said. “During this time of economic uncertainty, consumers are prioritizing their Easter celebrations, and retailers are ready to help them enjoy this special occasion with loved ones.”
According to the survey, the top Easter spending categories include:
- Candy (92%)
- Food (89%)
- Gifts (65%)
- Decorations (51%)
- Clothing (49%)
Shoppers plan to shell out $7.4 billion on food, $3.8 billion on gifts, $3.5 billion on clothing, $3.3 billion on candy, $1.9 billion on flowers, and $1.7 billion on decorations.
Celebrations are expected to be traditional and family-focused: 58% of consumers plan to cook a holiday meal, 55% will visit friends and family, and 45% will attend church. Among families with children, 54% say they will host an Easter egg hunt at home.
Regarding where consumers shop, discount stores remain the top destination, with 55% planning to shop there. Other popular locations include department stores (44%), online retailers (36%), and local small businesses (26%).
Tradition remains a major driver of Easter shopping, with 63% of consumers citing it as their primary motivation. Meanwhile, 36% say sales and promotions influence them, and 32% enjoy shopping as a fun activity with loved ones.
“Even though a majority of consumers plan to celebrate the religious holiday with friends and family, others will still take advantage of holiday-related sales,” Prosper Executive Vice President of Strategy Phil Rist said. “Retailer deals and promotions offer those who don’t celebrate Easter an opportunity to buy candy, food and other items.”
Notably, 54% of non-celebrators still plan to spend on Easter-related items, averaging $25.43 per person, a $5 increase from last year, totaling around $800 million.
The survey, conducted between March 3 and 7, polled 7,970 adult consumers with a margin of error of ±1.1 percentage points.
NRF monitors and reports on consumer spending trends for key periods such as holidays throughout the year, providing valuable insights for retailers and shoppers.
