Consumer spending for Easter is expected to reach a record $24.9 billion in 2026, according to new survey data from the National Retail Federation and Prosper Insights and Analytics. This surpasses the previous high of $24.0 billion in 2023, with per-person spending projected at $195.59.
Despite ongoing economic uncertainty, most consumers continue to prioritize holiday traditions and celebrations. About 80 percent of respondents plan to celebrate Easter, with tradition cited as the leading motivation for purchases. Promotions, social shopping experiences, and seasonal products are also influencing buying decisions.
Candy remains the most popular purchase, with 92 percent of consumers planning to buy sweets. Food follows closely at 90 percent, with total food spending expected to reach $7.5 billion. Other categories include gifts at $3.9 billion, clothing at $3.7 billion, candy at $3.5 billion, and flowers at $2.2 billion.
Common ways people plan to celebrate include preparing a holiday meal, visiting friends and family, attending church, and hosting Easter egg hunts.
Discount stores continue to be the most popular shopping destination, followed by department stores and online retailers. Notably, more than half of those not celebrating still plan to shop Easter-related sales, highlighting continued consumer engagement across retail categories.
