Consumer spending for Easter is expected to reach a record $24.9 billion this year, according to new data from the National Retail Federation (NRF) and Prosper Insights & Analytics.
The total surpasses the previous high of $24 billion set in 2023, with per-person spending projected to hit $195.59. Eighty percent of consumers plan to celebrate the holiday, continuing a trend driven by tradition and seasonal shopping.
“While economic uncertainty remains on the minds of many, consumers are still focused on holiday celebrations like Easter,” said Mark Mathews, Chief Economist and Executive Director of Research at NRF. “Holidays provide an important opportunity for families to reconnect and create lasting memories, even as economic conditions fluctuate.”
Candy leads all categories, with 92% of shoppers planning to purchase sweets, followed by food (90%), gifts (64%), decorations (53%), and clothing (51%). Food spending is expected to reach $7.5 billion, with gifts and clothing also accounting for a significant share of total spend.
Discount stores remain the top destination for Easter shoppers, followed by department stores and online channels.
While NRF does not track toys as a standalone category in its Easter reporting, sources tell The Toy Book that foot traffic is trending up, with Easter-related purchases — including small toys and basket fillers, like the red-hot NeeDoh — seeing increased momentum at retail.
The survey included 7,845 U.S. adults and was conducted March 2–11.
