Consumers plan to spend more this spring whether or not they’re planning to celebrate Easter, according to the National Retail Federation.
As the weather warms, consumers intend to spend $23.6 billion during the spring Easter season this year versus $22.4 billion in 2024 and approaching the record $24 billion spent in 2023, according to the annual survey released by the NRF and Prosper Insights & Analytics.
A majority of U.S. consumers surveyed, at 79%, plan to celebrate Easter, spending $189.26 on average per person, or $12 more than last year.
Of those who do not plan to celebrate Easter, 54% expect to spend an average of $25.43 per person on holiday-related merchandise, up $5 from last year and totaling $800 million.
Shoppers expect to spend $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, the survey indicated. Meals at home and visiting with others is a big part of Easter celebrations, with 58% of consumers planning to cook a holiday meal, 55% planning to visit friends and family and 45% planning to attend church on Easter Sunday. The most popular Easter purchasing categories include candy, for 92% of celebrants; food, for 89%; gifts, for 65%; decorations, for 51%; and clothing, for 49%.
Discount stores are the most popular shopping destination for Easter items, with 55% of consumers intending to visit one. Other shopping destinations include department stores, for 44%, online, for 36%, and local small businesses, for 26%.
As for why they shop, 63% of consumers are inspired by tradition to shop for Easter-related items, with 36% of consumers influenced by sales or promotions and 32% shopping because it is a fun social activity with family and friends.
“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.”
Prosper’s Phil Rist, executive vice president of strategy, added, “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. Retailer deals and promotions offer those who don’t celebrate Easter an opportunity to buy candy, food and other items.”
