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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 (NRF) and Prosper Insights and 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.
“Each year, Americans look forward to the celebration of Easter and the renewal of time and traditions with loved ones,” says Matthew Shay, NRF President and CEO. “Retailers understand the importance of this holiday and are ready to help their customers find the items they want and need at affordable prices.”
81% of Americans say they plan to celebrate the holiday in 2024, the same as last year. 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 are expected to continue to spend the most on food at $7.3 billion, followed by clothing at $3.5 billion and gifts at $3.4 billion. Additionally, spending on candy is expected to reach $3.1 billion while spending on flowers is expected to reach $1.6 billion.
Consumers plan to celebrate holiday traditions in much the same way as in previous years. The most popular Easter Sunday activities include cooking a holiday meal at 57%, visiting friends and family at 53% and going to church (43%). Half of households with children are planning an Easter egg hunt at home.
“The overall shopping experience itself also plays a role in purchasing behavior,” says Phil Rist, Prosper’s executive vice president of strategy. “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.”
