WASHINGTON — U.S. consumers are expected to spend a record $24.9 billion on Easter this year, underscoring the resilience of holiday-driven retail demand even as broader economic uncertainty persists, according to new data released Tuesday by the National Retail Federation and Prosper Insights & Analytics.
The projected total surpasses the previous high of $24 billion recorded in 2023. On a per-person basis, spending is also expected to reach a new peak, with consumers budgeting an average of $195.59, up from $192.01 two years ago.
“While economic uncertainty remains on the minds of many, consumers are still focused on holiday celebrations like Easter,” NRF Chief Economist and Executive Director of Research Mark Mathews said. “Holidays provide an important opportunity for families to reconnect and create lasting memories, even as economic conditions fluctuate.”
The data points to continued strength in seasonal spending, particularly in categories tied to traditional celebrations. Candy once again leads the way, with 92% of consumers planning to purchase sweets. Food follows closely at 90%, reinforcing the central role of shared meals in Easter observances.
In dollar terms, food is expected to account for the largest share of spending at $7.5 billion. Gift purchases are projected to total $3.9 billion, followed by clothing at $3.7 billion, candy at $3.5 billion and flowers at $2.2 billion.
Overall, 80% of consumers plan to celebrate Easter this year, in line with historical trends. Tradition remains the primary driver of holiday-related spending, cited by 58% of respondents. At the same time, retailers’ promotional strategies and in-store experiences are playing an increasingly influential role.
Sales and promotions are expected to motivate 36% of shoppers, while 30% say they are inspired by shopping as a social activity with friends and family. Store displays and decorations, along with exclusive or seasonal merchandise, each influence 27% of consumers.
“Easter continues to be a holiday rooted in tradition for many consumers, which serves as the leading source of shopping inspiration,” said Phil Rist, executive vice president of strategy at Prosper Insights & Analytics. “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.”
Holiday activities further illustrate the enduring importance of Easter traditions. Among those celebrating, 56% plan to cook a holiday meal, 52% expect to visit friends and family, and 43% intend to attend church services. Meanwhile, 36% are planning Easter egg hunts, a staple activity that continues to drive demand for candy and related products.
From a channel perspective, discount stores remain the dominant destination, with 55% of shoppers planning to make purchases at those retailers. Department stores follow at 42%, while 34% of consumers expect to shop online, highlighting the continued role of e-commerce in seasonal spending alongside brick-and-mortar formats.
Notably, Easter’s retail impact extends beyond those who actively celebrate the holiday. Among consumers who do not plan to participate in Easter festivities, 54% still expect to shop holiday-related sales, particularly for candy, food and apparel.
The findings are based on a survey of 7,845 adult consumers conducted March 2–11, with a margin of error of plus or minus 1.1 percentage points.
Taken together, the data suggests that while consumers remain mindful of economic pressures, they continue to prioritize key seasonal moments—providing retailers with a reliable demand driver supported by tradition, promotion and experience.
