The fresh research reveals 81% of Americans will celebrate the holiday and spend an average of $192.01, the highest figure on record. 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.
“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.”
Research shows 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.”
