Consumers are expected to spend $23.6 billion on Easter this weekend, according to a survey by the National Retail Federation and Prosper Insights & Analytics. This figure surpasses last year's $22.4 billion but falls short of the $24 billion spent in 2023.
The survey highlights that the most popular categories for Easter purchases include candy (92%), food (89%), gifts (65%), decorations (51%), and clothing (49%). Shoppers plan to allocate $7.4 billion for food, $3.8 billion for gifts, $3.5 billion for clothing, $3.3 billion for candy, $1.9 billion for flowers, and $1.7 billion for decorations.
Katherine Cullen, NRF Vice President of Industry and Consumer Insights, stated, “As we witnessed throughout the pandemic, holidays such as Easter are especially meaningful for Americans during times of uncertainty." She added, "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.”
More than half of consumers plan to prepare a holiday meal (58%), visit friends and family (55%), and attend church (45%) on Easter Sunday. Additionally, a majority of families with children (54%) intend to hold an Easter egg hunt at home.
Discount stores are a preferred shopping destination for Easter items, with 55% of shoppers planning to visit one. Other popular shopping venues include department stores (44%), online platforms (36%), and local small businesses (26%).
Tradition plays a significant role in inspiring 63% of consumers to shop for Easter, but 36% are influenced by sales or promotions. Nearly one-third (32%) view shopping as an enjoyable activity with family and friends.
Prosper Executive Vice President of Strategy, Phil Rist, noted, “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." He added, “Retailer deals and promotions offer those who don’t celebrate Easter an opportunity to buy candy, food and other items.”
For those not celebrating Easter, 54% still expect to spend an average of $25.43 per person on holiday-related items, marking an increase of $5 from last year.
The survey, conducted from March 3-7 and released on April 8, gathered responses from 7,970 adult consumers about their Easter shopping plans, with a margin of error of plus or minus 1.1 percentage points.
