Candy expected to take up a large chunk of Easter spend, US research reveals

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.”​