Easter spending in 2024 projected to surpass $22 Billion

Easter spending in 2024 is expected to reach a strong $22.4 billion, according to the National Retail Federation (NRF) and Prosper Insights & Analytics annual survey. While slightly lower than the record-breaking $24 billion spent last year, this figure still reinforces Easter as a major economic driver.

“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. “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 Trends and Spending Habits

• 81% of Americans intend to celebrate Easter in 2024, consistent with last year's participation.
• The average spending per person is projected at $177.06, marking the third-highest in the survey's history.
• Food remains the top spending category at $7.3 billion, followed by clothing ($3.5 billion) and gifts ($3.4 billion).
• Candy and flower purchases are expected to reach significant amounts at $3.1 billion and $1.6 billion, respectively.

Celebrating Easter Traditions

Popular Easter activities continue to center around shared experiences:

• 57% of consumers plan to cook a holiday meal.
• 53% will visit friends and family.
• 43% intend to attend church services.
• 51% of households with children will host an Easter egg hunt.

Where Consumers Shop and Why

• Discount stores are the most popular Easter shopping destination (53%).
• Other top choices include department stores (40%), online retailers (33%), local/small businesses (22%), and specialty stores (20%).
• Key inspirations for Easter purchases include tradition (64%), social engagement (32%), and sales promotions (29%).

Even Non-Celebrants Benefit

Interestingly, over half (55%) of those not celebrating Easter still plan to take advantage of holiday sales, with individual spending averaging at $20.52.