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An annual survey released by the National Retail Federation (NRF) and Prosper Insights & Analytics reveals consumers plan to spend $23.6 billion on Easter this year, surpassing the $22.4 billion spent in 2024.
Around 79% of U.S. consumers plan to celebrate Easter this year. On average per person, consumers are expected to spend $189.26, $12 more than last year.
“As we witnessed throughout the pandemic, holidays such as Easter are especially meaningful for Americans during times of uncertainty,” says Katherine Cullen, NRF vice president of industry and consumer insights. “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.”
Around 26% of consumers plan to visit local small businesses to purchase Easter items, the most popular items including candy, food, gifts, decorations and clothing. Around 54% of families with children are planning Easter egg hunts at home.
Motivation for Easter shopping is driven by tradition to shop for Easter-related items and to take advantage of holiday-related sales and promotions.
“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,” says Phil Rist, executive vice president of strategy at Prosper. “Retailer deals and promotions offer those who don’t celebrate Easter an opportunity to buy candy, food and other items.”
