Easter spending is expected to reach $23.6 billion this year, up from $22.4 billion in 2022 and just shy of the $24 billion record set in 2023, according to the National Retail Federation and Prosper Insights & Analytics.
Despite ongoing economic uncertainty, consumers are continuing to prioritize Easter traditions. Popular spending categories include candy (92%), food (89%), gifts (65%), decorations (51%), and clothing (49%). Families are planning meals, church attendance, visits with loved ones, and egg hunts at home.
Discount stores remain the top shopping destination (55%), followed by department stores (44%), online retailers (36%), and local small businesses (26%). Shoppers are motivated by tradition (63%), but deals and promotions (36%) also influence spending decisions.
Interestingly, even among those not celebrating Easter, more than half plan to make holiday-related purchases, spending an average of $25.43 per person.
Retailers should be prepared to meet demand as shoppers seek meaningful and budget-friendly ways to celebrate. This season presents a strong opportunity for both large and small businesses to engage with consumers through holiday promotions and community-centered experiences.
