"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."
WASHINGTON – Consumers plan to spend a total of $23.6 billion on Easter this year, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. The amount is above last year’s $22.4 billion, and approaching the record $24 billion spent in 2023.
“As we witnessed throughout the pandemic, holidays such as Easter are especially meaningful for Americans during times of uncertainty,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said. “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.”
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.
More than half of 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.
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%).
Like other major holidays, most consumers (63%) are inspired by tradition to shop for Easter-related items. However, great deals also play a role, with 36% influenced by sales or promotions. Nearly one-third (32%) shop because it is a fun social activity with family and friends.
“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,” Prosper Executive Vice President of Strategy Phil Rist said. “Retailer deals and promotions offer those who don’t celebrate Easter an opportunity to buy candy, food and other items.”
Of those who do not plan to celebrate Easter, 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.
The survey asked 7,970 adult consumers about their Easter shopping plans. It was conducted March 3-7 and has a margin of error of plus or minus 1.1 percentage points.
As the leading authority and voice for the retail industry, NRF provides data on consumer behavior and spending for key periods such as holidays throughout the year.
About NRF
The National Retail Federation passionately advocates for the people, brands, policies and ideas that help retail succeed. From its headquarters in Washington, D.C., NRF empowers the industry that powers the economy. Retail is the nation’s largest private-sector employer, contributing $5.3 trillion to annual GDP and supporting more than one in four U.S. jobs — 55 million working Americans. For over a century, NRF has been a voice for every retailer and every retail job, educating, inspiring and communicating the powerful impact retail has on local communities and global economies. nrf.com
About Prosper Insights & Analytics
Prosper Insights & Analytics is a global leader in consumer intent data serving the financial services, marketing technology, and retail industries. We provide global authoritative market information on U.S. and China consumers via curated insights and analytics. By integrating a variety of data including economic, behavioral and attitudinal data, Prosper helps companies accurately predict consumers’ future behavior to help identify market behaviors, optimize marketing efforts, and improve the effectiveness of demand generation campaigns. https://prosperinsights.com/