WASHINGTON, D.C. — Consumer spending on Easter is expected to reach a record $24.9 billion this year, according to a new survey from the National Retail Federation and Prosper Insights & Analytics.
The projected total surpasses the previous record of $24 billion set in 2023. On a per-person basis, shoppers plan to spend an average of $195.59, also a record.
“While economic uncertainty remains on the minds of many, consumers are still focused on holiday celebrations like Easter,” NRF Chief Economist and Executive Director of Research Mark Mathews said. “Holidays provide an important opportunity for families to reconnect and create lasting memories, even as economic conditions fluctuate.”
Candy remains the most popular Easter purchase, with 92% of consumers planning to buy sweets. Other major categories include food (90%), gifts (64%), decorations (53%) and clothing (51%).
Food is expected to account for the largest share of spending at $7.5 billion, followed by gifts at $3.9 billion, clothing at $3.7 billion, candy at $3.5 billion and flowers at $2.2 billion.
About 80% of consumers plan to celebrate Easter this year, with tradition cited as the primary motivation for purchases.
“Easter continues to be a holiday rooted in tradition for many consumers, which serves as the leading source of shopping inspiration,” Prosper Insights & Analytics Executive Vice President of Strategy Phil Rist said. “Consumers are also influenced this year by the shopping experience itself, including sales and promotions, engaging in store displays, and by shopping with family and friends for holiday inspiration.”
Among those celebrating, popular activities include cooking a holiday meal, visiting friends and family, attending church and organizing Easter egg hunts.
Discount stores remain the top shopping destination, followed by department stores and online retailers.
Even among those not planning to celebrate, more than half said they still intend to take advantage of Easter-related sales, the survey found.
The survey included responses from 7,845 adults and was conducted March 2-11, with a margin of error of plus or minus 1.1 percentage points.
