3 ways parents are making Easter special this year

Households with children expect to spend an average $250 on the holiday
Research Analyst
April 11, 2022

With Easter just around the corner, consumers are getting ready to celebrate. This can be a particularly important time of year for those with children. From Easter egg hunts and gatherings with loved ones to new spring outfits for the entire family, nearly nine in 10 consumers with children plan to celebrate the holiday this year, according to the annual survey from NRF and Prosper Insights & Analytics.

And they are ready to spend. Households with children expect to spend $248.52 on average, compared with $169.79 for consumers overall. Keep reading for a deep dive into how this group is making the holiday special.

It’s all about the peeps

As COVID-19 cases drop, visiting family and friends and going to church in person is a priority for families. In contrast, virtual activities — which surged during the shutdowns — are now at the bottom of the list. Of course, activities such as planning an Easter egg hunt or opening gifts are part of consumers’ celebration plans.


Inspiration for every basket

While tradition is the top reason consumers are inspired to shop for Easter this year, those with children are more likely than the average consumer to say retailer-led initiatives motivate them to buy for the holiday. Store displays and decorations, exclusive or seasonal products and retailer or brand events all play a part in parents’ shopping decisions.


Retailers pull out all the stops to wow Easter shoppers. Macy’s decks out its flagship store with its annual Flower Show and offers live episodes to give consumers the opportunity to hear about spring décor trends from experts on Macy’s Live. The Walt Disney Company features elaborate egg displays at its theme parks to inspire consumers’ Easter baskets.

Pulling out all the hops for Easter

While most Americans are planning Easter-related purchases this year, those with children are the biggest spenders. Whether it’s matching florals for the family or a pastel refresh for spring, families are planning to spend $29 more on Easter apparel than those without children. And we know Easter often won’t be complete without the quintessential baskets filled with candy and treats: Families are expecting to spend $46 on Easter gifts this year compared with $20 for those without kids.


Retailers are offering plenty of products for parents to get a head start on their Easter Bunny shopping list with gifts for kids of all ages and some of the best chocolate Easter eggs imaginable.

Even those who might not be celebrating are keeping an eye out for special deals and promotions. Shoppers with kids are home expect to spend $35 on average on Easter sales even if they do not celebrate the holiday.

For more Easter trends and data, visit NRF’s Easter Headquarters for additional insights.

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