Consumer spending for Easter is likely to reach a record total of $24.9 billion this year, according to an annual survey released by the National Retail Federation and Prosper Insights & Analytics.
The forecast surpasses the previous record of $24 billion set in 2023. On a per-person basis, shoppers are budgeting a record high of $195.59, up from the 2023 record of $192.01, NRF noted.
Although the image of Easter is often focused on candy and stalking colored eggs, the occasion is a major cooking holiday. NRF pointed out the most popular Easter activities include cooking a holiday meal, cited by 56% of survey respondents and visiting friends and family (52%).
In line with past survey findings, 80% of consumers plan to celebrate Easter. Tradition, at 58%, is the primary inspiration for Easter‑related purchasing, followed by sales or promotions (36%), shopping as a social activity with family and friends (30%), store displays and decorations (27%) and exclusive or seasonal products (27).
As in years past, discount stores remain the top shopping destination for the holiday, cited by 55% of survey respondents, followed by department stores (42%) and online (34%).
Candy is the leading shopping category for this Easter season, with 92% of consumers planning to purchase sweets, closely followed by food, part of holiday purchase plans for 90% of consumers. Across the top categories, the survey suggested that food spending would reach $7.5 billion with gift spending trailing at $3.9 billion, followed by spending on clothing, at $3.7 billion, candy, at $3.5 billion, and flowers, at $2.2 billion. For consumers not planning to celebrate Easter this year, 54% still plan to take advantage of holiday‑related sales.
“While economic uncertainty remains on the minds of many, consumers are still focused on holiday celebrations like Easter,” said Mark Mathews, NRF chief economist and executive director of research Mark Mathews. “Holidays provide an important opportunity for families to reconnect and create lasting memories, even as economic conditions fluctuate.”
Phil Rest, Prosper Insights & Analytics executive vice president of strategy, added, “Easter continues to be a holiday rooted in tradition for many consumers, which serves as the leading source of shopping inspiration. 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.”
