American consumers are expected to spend a total of $23.6bn on Easter celebrations this year, according to a recent survey conducted by the National Retail Federation (NRF) and Prosper Insights & Analytics.
This figure surpasses last year’s total of $22.4bn and is approaching the $24bn spent during Easter 2023.
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Easter spending habits reveal key trends
The survey found that the most popular categories for Easter spending include candy, food, gifts, decorations, and clothing.
Shoppers are expected to allocate substantial amounts of money to these items, with $7.4 bn earmarked for food, $3.8bn for gifts, and $3.5bn for clothing.
Candy is also a significant expenditure, with $3.3bn expected to be spent in this area. Other categories such as flowers and decorations are set to receive $1.9bn and $1.7bn, respectively.
In terms of activities, more than half of consumers (58%) plan to cook a holiday meal, while 55% intend to visit friends and family. Nearly half (45%) of respondents said they would attend church services on Easter Sunday.
Among families with children, 54% are planning to organise an Easter egg hunt at home.
Popular shopping destinations for easter
Discount stores remain the most popular destination for Easter-related purchases, with 55% of consumers planning to shop at these retailers.
Department stores and online shopping follow closely behind, with 44% and 36% of respondents respectively intending to visit these locations.
Local small businesses will also see some foot traffic, with 26% of shoppers planning to buy Easter items from these establishments.
While tradition plays a significant role in influencing shopping habits, with 63% of consumers citing it as their primary motivation, discounts and sales are also a key factor. About 36% of respondents are influenced by holiday promotions, while 32% view Easter shopping as a social activity to enjoy with family and friends.
Non-celebrants still contribute to the overall spending
Even among those who do not plan to celebrate Easter, many will still contribute to the holiday’s spending.
The survey revealed that 54% of non-celebrants expect to spend an average of $25.43 per person on Easter-related items, an increase of $5 from last year. This group’s total contribution to Easter spending is estimated to be $0.8 bn.
The survey, which polled 7,970 adult consumers between March 3 and 7, highlights how Easter remains a significant occasion for both traditional celebrants and those taking advantage of holiday sales.
