According to the Numerator 2026 Holiday Intentions Preview study, 75% of consumers in the United States plan to celebrate Easter, with Gen X and Boomers more likely to do so overall.
Numerator pointed out that 66% of Easter celebrators plan to stay at home, while 20% intend on driving to a destination and 5% intend to fly. The most popular holiday activities include celebrating with a partner or immediate family (45% of consumers), baking special treats or cooking a special meal (42%), and coloring Easter eggs and/or doing an egg hunt (40%).
As they check budgets, 55% of Easter shoppers participating in the study said they plan to spend between $25 and $100. Two-thirds of Easter shoppers plan to do most of their shopping in-store, with the top destinations being Walmart (60%), Amazon (35%), and Dollar Tree (29%).
The top intended purchases for Easter are food (75%), candy (63%), and decorations (28%), yet 11% of Easter celebrants plan to purchase gifts ranging from toys to plants.
When asked how they feel about celebrating the holiday, 46% of Easter celebrators said they feel more joy than stress in and around the occasion, while 28% feel equal parts joy and stress.
