Easter spending to hit record $24.9B even as economic uncertainty lingers

WASHINGTON — Consumer spending for Easter is expected to hit a record this year, even as economic uncertainty lingers.

Shoppers are projected to spend $24.9 billion on the holiday, according to a new survey from the National Retail Federation and Prosper Insights & Analytics. That surpasses the previous record of $24 billion set in 2023.

On an individual level, spending is also expected to reach a new high, with consumers budgeting an average of $195.59 per person.

“While economic uncertainty remains on the minds of many, consumers are still focused on holiday celebrations like Easter,” NRF Chief Economist Mark Mathews said. “Holidays provide an important opportunity for families to reconnect and create lasting memories, even as economic conditions fluctuate.”

Candy remains the most popular purchase, with 92% of consumers planning to buy sweets. Food follows closely at 90%, with total food spending expected to reach $7.5 billion. Other major categories include gifts ($3.9 billion), clothing ($3.7 billion), candy ($3.5 billion) and flowers ($2.2 billion).

About 80% of consumers plan to celebrate Easter, with common traditions including cooking a holiday meal, visiting family and friends, attending church and organizing Easter egg hunts.

Discount stores remain the most popular shopping destination, followed by department stores and online retailers. Even among those not celebrating, more than half say they still plan to take advantage of holiday-related sales.

“Easter continues to be a holiday rooted in tradition for many consumers, which serves as the leading source of shopping inspiration,” Prosper Insights & Analytics Executive Vice President of Strategy Phil Rist said. “Consumers are also influenced this year by the shopping experience itself, including sales and promotions, engaging in store displays, and by shopping with family and friends for holiday inspiration.”