Easter spending expected to total $23.6 billion, up 5%

The National Retail Federation (NRF) expects a 5% rise in Easter holiday spending compared with 2024. Total spending is forecast at $23.6 billion despite economic uncertainty evidenced by weaker consumer confidence and sluggish retail sales.

“As we witnessed throughout the pandemic, holidays such as Easter are especially meaningful for Americans during times of uncertainty. And we are continuing to see that trend as consumers prioritize their Easter celebrations this year,” said Katherine Cullen, NRF vice president of industry and consumer insights. “From other holidays NRF tracks, we know that consumers who are feeling constrained by higher prices or the economy may cut back in other areas, look to sales or find less costly substitutes to preserve their traditional celebrations.”

According to the survey, the most popular Easter purchasing category is candy with 92% saying they will buy sweets. Food is another major purchase with 89% of respondents expected to spend a total $7.4 billion on eats. Easter gifts will garner $3.8 billion among 65% of the respondents, and 47% plan to purchase clothes for the holiday for a total spend of $3.5 billion.

Other categories that will benefit from consumer spending include $3.3 billion for candy, $1.9 billion on flowers and $1.7 billion on decorations. The survey also found 58% of households plan to a cook holiday meal, 55% will visit family and friends, and 45% plan to attend church services on Easter Sunday. Around 54% of families with kids said they plan an Easter egg hunt at home.

Walmart execs said Wednesday it is again offering a value meal for the Easter for less than $6 per person. That meal includes ham, russet potatoes, corn on the cob and cream cake. But this year’s value meal excluded eggs that have  nearly doubled in price because of reduced supplies from avian influenza since February.

“Even though a majority of consumers plan to celebrate the religious holiday with friends and family, others will still take advantage of holiday-related sales,” Prosper Executive Vice President of Strategy Phil Rist said. “Retailer deals and promotions offer those who don’t celebrate Easter an opportunity to buy candy, food and other items.”