Easter Spending Poised to Hit Record $24.9B

Candy is the leading shopping category as consumers plan to celebrate the holiday despite economic uncertainty.

Mar. 24, 2026 at 11:08am

Got story updates? Submit your updates here. ›

According to the National Retail Federation and Prosper Insights & Analytics, consumer spending on Easter is expected to reach a record total of $24.9 billion this year, surpassing the previous record of $24 billion set in 2023. Shoppers are budgeting a record high of $195.59 per person, up from $192.01 in 2023. Candy is the leading shopping category, with 92% of consumers planning to purchase sweets.

Why it matters

The strong Easter spending forecast suggests that consumers are still focused on holiday celebrations despite ongoing economic uncertainty. Holidays provide an important opportunity for families to reconnect and create lasting memories, even as economic conditions fluctuate.

The details

Across the top Easter spending categories, food is expected to reach $7.5 billion, followed by gifts ($3.9 billion), clothing ($3.7 billion), candy ($3.5 billion) and flowers ($2.2 billion). Tradition (58%) is the primary inspiration for purchasing Easter-related items, followed by sales or promotions (36%), shopping as a social activity with family and friends (30%), store displays and decorations (27%), and exclusive or seasonal products (27%).

  • The survey was conducted March 2-11, 2026.

The players

National Retail Federation

The leading authority and voice for the retail industry, providing data on consumer behavior and spending for key periods such as holidays throughout the year.

Prosper Insights & Analytics

A research firm that partnered with the National Retail Federation on the annual Easter spending survey.

Mark Mathews

NRF Chief Economist and Executive Director of Research.

Phil Rist

Prosper Insights & Analytics Executive Vice President of Strategy.

Got photos? Submit your photos here. ›

What they’re saying

“While economic uncertainty remains on the minds of many, consumers are still focused on holiday celebrations like Easter. Holidays provide an important opportunity for families to reconnect and create lasting memories, even as economic conditions fluctuate.”

— Mark Mathews, NRF Chief Economist and Executive Director of Research

“Easter continues to be a holiday rooted in tradition for many consumers, which serves as the leading source of shopping inspiration. Consumers are also influenced this year by the shopping experience itself, including sales and promotions, engaging in-store displays, and by shopping with family and friends for holiday inspiration.”

— Phil Rist, Prosper Insights & Analytics Executive Vice President of Strategy

The takeaway

Despite ongoing economic uncertainty, the strong forecast for Easter spending highlights the enduring importance of holidays as a time for families to come together and celebrate traditions. Retailers can capitalize on this by offering engaging in-store experiences, seasonal products, and promotions that cater to consumers' desire for both holiday nostalgia and social connection.