Toys in Easter Baskets? U.S. Easter Spending Headed for Record High

Hatchimals Colleggtibles Spring Basket | Source: Spin Master

According to the latest data from the National Retail Federation (NRF) and Prosper Insights & Analytics, 79% of U.S. families will celebrate Easter and spend a collective $21.6 billion on related products. The average spend comes out to an average of $179.90 per basket.

“With new stimulus funds from the President’s American Rescue Plan, positive trends in vaccinations, and growing consumer confidence, there is a lot of momentum heading into the Spring and holiday events like Easter,” says NRF President and CEO Matthew Shay. “Many have figured out how to celebrate holidays safely with family and that is reflected in consumer spending this Easter.”

The NRF says that Easter gifts will lead the charge this year with an average spend of $31.06 on gifts compared to $25.22 on candy.

Alien Easter Egg Collector Set | Source: The Loyal Subjects

Related: The Toy Insider — 19 Egg-citing Easter Toys

In recent years, Easter has become an increasingly toyetic holiday. This year, popular Easter basket-stuffers include Buffalo Games’ Target-exclusive Chuckle & Roar Easter collection, GUND’s Deluxe Peter Rabbit, The Loyal Subjects’ Alien Easter Egg Collector Set, and Kellytoy’s Easter Squishmallows, among others.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.