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Consumer spending on Easter is expected to reach a record total of $24.9 billion this year, up from the previous record of $24 billion set in 2023, according to a survey released by the National Retail Federation (NRF) and Prosper Insights & Analytics. Individual shoppers are expected to spend a record high of $195.59, up from the previous record of $192.01 in 2023.
“While economic uncertainty remains on the minds of many, consumers are still focused on holiday celebrations like Easter,” says Mark Mathews, NRF chief economist and executive director of research. “Holidays provide an important opportunity for families to reconnect and create lasting memories, even as economic conditions fluctuate.”
The leading shopping category for Easter this year is candy, with 92% of consumers planning to purchase sweets. Other top categories include food (90%), gifts (64%), decorations (53%) and clothing (51%). Food spending is expected to reach $7.5 billion, followed by gifts ($3.9 billion), clothing ($3.7 billion), candy ($3.5 billion) and flowers ($2.2 billion).
Similar to previous years, 80% of consumers plan to celebrate Easter. 58% of consumers’ primary inspiration for purchasing Easter-related items is tradition, followed by sales or promotions (36%), shopping as a social activity with family and friends (30%),
“Easter continues to be a holiday rooted in tradition for many consumers, which serves as the leading source of shopping inspiration,” says Phil Rist, Prosper Insights & Analytics Executive Vice President of Strategy. “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 Easter, the most popular activities include cooking a holiday meal (56%), visiting friends and family (52%), attending church (43%) and planning an Easter egg hunt (36%).
Discount stores (55%) remain the top shopping destination, followed by department stores (42%) and online (34%).
For consumers not planning to celebrate the holiday this year, 54% still plan to participate in Easter‑related sales across categories such as candy, food and clothing.
