Easter spending expected to top $24.9 billion, up 5.5%

Consumers are expected to dole out an average of $195.59 per person for the Easter holiday, up 1.86% from a year ago. Cumulative spending is pegged at $24.9 billion, up 5.5% from 2025, according to the National Retail Federation’s (NRF) annual survey report. The trade group said 80% of consumers also plan to celebrate the annual holiday, which this year is on April 5.

“While economic uncertainty remains on the minds of many, consumers are still focused on holiday celebrations like Easter,” said NRF Chief Economist Mark Mathews. “Holidays provide an important opportunity for families to reconnect and create lasting memories, even as economic conditions fluctuate.”

Candy is high on consumers’ lists this year, with 92% of households planning to purchase the sugary confections. Candy prices are higher, up 12% year over year. Shoppers will also find smaller package sizes for holiday favorites like Cadbury Mini Eggs, which have been downsized from 10 ounces to 9 ounces ahead of this holiday. Rising candy prices are nothing new, as they have been on a steady upswing since 2021, rising 45% over the past five years. Overall, NRF estimates consumers will spend $3.5 billion on candy for the Easter holiday.

More than half of households plan to cook an Easter holiday meal and plan to take advantage of retailer sales. The survey found 90% of respondents plan to purchase food for a total spend of $7.5 billion. The report is not adjusted for inflation, which remains elevated in many food categories.

Overall, food inflation was 3.1% higher in March than a year ago. Egg prices are down to an average price of $2.50 per dozen this week. Prices have fallen 58% from a year ago, when avian influenza greatly reduced egg supplies for several months in 2025.

“Egg prices have ticked up a little with Easter around the corner and the expectation for that seasonal demand — the Easter egg hunts and baking, deviled eggs and that sort of traditional use around the holiday,” said David Anderson, agri extension economist at Texas A&M University. “Even so, shoppers will definitely notice prices are lower than last year.”

NRF reports 64% of consumers will purchase Easter gifts, spending a total of $3.9 billion, compared to $3.8 billion a year ago. The survey also found 53% have bought or will purchase Easter decor for a total spend of $1.9 billion, up from $1.7 billion last year.

Clothing sales for Easter are pegged at $3.7 billion, up from $3.5 billion a year ago. Also, 51% of consumers plan to make clothing purchases ahead of the holiday, compared to 49% last year. Flowers are also an important category for Easter, with just under half of respondents planning a purchase. Total spending on flowers is expected to top $2.2 billion, up from $1.9 billion a year ago.

“Easter continues to be a holiday rooted in tradition for many consumers, which serves as the leading source of shopping inspiration,” said Phil Rist, executive vice president of strategy at Prosper Insights & Analytics. “Consumers are also influenced this year by the shopping experience itself, including sales and promotions, engaging in‑store displays, and shopping with family and friends for holiday inspiration.”

Easter holiday traditions run deep for 58% of the respondents, and 52% said they plan to spend the day with family and friends, 43% will attend church, and 36% will plan an Easter egg hunt.

NRF reports Easter participation is expected to improve to 80% of households in 2026, up from 79% last year. Participation peaked at 83% in 2013 and has ranged between 79% and 80% since that time.