Consumer spending is expected to reach a total of $22.4 billion this Easter, according to the annual survey released by the National Retail Federation and Prosper Insights & Analytics. The total figure is the second highest in the survey’s history, after last year’s record-setting $24 billion when the holiday fell nine days later in the year, NRF states.
“Each year, Americans look forward to the celebration of Easter and the renewal of time and traditions with loved ones,” NRF President and CEO Matthew Shay said in a news release. “Retailers understand the importance of this holiday and are ready to help their customers find the items they want and need at affordable prices.”
Consumer Spending on Easter
A majority of Americans (81%) plan to celebrate the holiday in 2024, the same as last year, NRF states. They plan to spend an average of $177.06 per person, the third highest per-person spend in the survey’s history, after $192.01 last year and $179.70 in 2021.
Consumers continue to spend the most on food ($7.3 billion), followed by clothing ($3.5 billion) and gifts ($3.4 billion), according to NRF. Additionally, spending on candy is expected to reach $3.1 billion while spending on flowers is expected to reach $1.6 billion.
The top destinations to purchase Easter gifts include discount stores (53%) followed by department stores (40%), online (33%), local/small businesses (22%) and specialty stores (20%), NRF states.
How Consumers Are Celebrating
Shoppers plan to celebrate holiday traditions in much the same way as previous years, according to NRF. The most popular Easter Sunday activities include cooking a holiday meal (57%), visiting friends and family (53%) and going to church (43%). Half (51%) of households with children are planning an Easter egg hunt at home.
“The overall shopping experience itself also plays a role in purchasing behavior,” Prosper Executive Vice President of Strategy Phil Rist said in the release. “This year almost one-quarter of consumers said they were inspired to shop for Easter items from store displays and decorations as well as exclusive or seasonal products.”
