NRF: Easter spending to reach $23.6 billion
Despite economic uncertainty, American consumers are expected to increase their Easter spending compared to last year.
New survey results from the National Retail Federation reveal that consumers plan to spend $23.6 billion on the holiday this year. The projected amount is above last year’s $22.4 billion, and close to the record $24 billion spent in 2023.
Like previous years, a majority of U.S. consumers (79%) plan to celebrate Easter. They are expected to spend $189.26 on average per person, or $12 more than last year.
NRF’s survey found that discount stores continue to be the most popular shopping destination for Easter items, with more than half of shoppers (55%) planning to visit one. Other shopping destinations include department stores (44%), online (36%) and local small businesses (26%).
According to the survey, the most popular Easter purchasing categories include candy (92%), food (89%), gifts (65%), decorations (51%) and clothing (49%). Overall, shoppers expect to spend a total of $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.
[READ MORE: NRF: 2025 retail sales to grow 2.7% to 3.7% as spending slows]
Nearly six-in-10 (58%) American consumers plan to cook a holiday meal (58%), visit friends and family (55%), and attend church (45%) on Easter Sunday. A majority of families with kids (54%) are planning an Easter egg hunt at home.
“As we witnessed throughout the pandemic, holidays such as Easter are especially meaningful for Americans during times of uncertainty,” said Katherine Cullen, VP of industry and consumer insights at NRF. “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.”
Like other major holidays, most consumers (63%) are inspired by tradition to shop for Easter-related items. However, deals also play a role, with more than a third (36%) influenced by sales or promotions. Thirty-two percent say they shop for Easter items because it is a fun social activity with family and friends.
Of those who do not plan to celebrate Easter, more than half (54%) are still expecting to spend an average of $25.43 per person on holiday-related items, $5 more than last year, totaling $.8 billion.
“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,” said Prosper executive VP of strategy Phil Rist. “Retailer deals and promotions offer those who don’t celebrate Easter an opportunity to buy candy, food and other items.”
For the report, NRF surveyed 7,970 adult consumers about their Easter shopping plans between March 3-7.
