“As consumers plan to mark the occasion through a variety of traditions, retailers are dedicated to making this year a memorable holiday.”
NRF President and CEO Matthew Shay
WASHINGTON – Consumers plan to spend a collective $24 billion on Easter this year, up from $20.8 billion in 2022 and the previous record high of $21.7 billion in 2020, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. Eighty-one percent of Americans will celebrate the holiday and spend an average of $192.01, the highest figure on record.
“Easter endures as an important holiday for many Americans, signifying new beginnings and a time of celebration with friends and family,” NRF President and CEO Matthew Shay said. “As consumers plan to mark the occasion through a variety of traditions, retailers are dedicated to making this year a memorable holiday.”
Spending is growing across several categories, and the top Easter items consumers say they are planning to purchase include candy ($3.3 billion), gifts ($3.8 billion) and food ($7.3 billion). Consumers are also expected to spend $4 billion on clothing, $1.8 billion on flowers and $1.7 billion on decorations, along with $1.1 billion on greeting cards.
The most popular Easter Sunday activities this year include cooking a holiday meal (56%), visiting family and friends (50%), going to church (43%) or planning an Easter egg hunt (34%).
As in previous years, most consumers (54%) say they will buy Easter gifts from discount stores. Other shopping destinations include department stores (42%), online (33%), local and small businesses (22%), and specialty stores (20%).
“We are seeing real Easter sales growth compared with pre-pandemic, and among the drivers are consumers who are planning to purchase more Easter clothing and gifts,” Prosper Executive Vice President of Strategy Phil Rist said. “Additionally, consumers ages 35 to 44 will bump up their spending more than any other group.”
Those celebrating say they are inspired to shop for Easter-related items because of tradition (63%), it’s a social activity with family or friends (31%), sales or promotions (29%), store displays or decorations (23%), or exclusive or seasonal products (20%).
About half (54%) of those not celebrating the holiday still plan to take advantage of Easter-related bargains. They anticipate spending $23.41 per person and are primarily looking to purchase candy and food.
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.
The survey of 8,499 U.S. adult consumers was conducted March 1 - 7 and has a margin of error of plus or minus 1.1 percentage points.
The National Retail Federation, the world’s largest retail trade association, 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 $3.9 trillion to annual GDP and supporting one in four U.S. jobs – 52 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. www.ProsperInsights.com