Easter spending estimated to hit $23.6 billion this year, per NRF

It looks like tariffs won’t be scaring off the Easter bunny this year. A new survey from the National Retail Federation and Prosper Insights & Analytics estimates that consumers will spend $23.6 billion on the holiday—up from $22.5 billion last year and nearing the record $24 billion spent in 2023.

“As we witnessed throughout the pandemic, holidays such as Easter are especially meaningful for Americans during times of uncertainty,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said in a statement.

Here’s a breakdown of the projected spending:

• $7.4 billion on food
• $3.8 billion on gifts
• $3.5 billion on clothing
• $3.3 billion candy
• $1.9 billion on flowers
• $1.7 billion on decorations

Healthy spending doesn’t mean consumers won’t be looking for value, though. More than half of shoppers (55%) said they will be visiting discount stores for their holiday shopping, coming in ahead of department stores (44%), online (36%), and local small businesses (26%).

Deals and promotions are also expected to be a sales driver, with 36% of shoppers reporting they will influence their spending and even draw in some customers who don’t observe the Easter holiday.

“Retailer deals and promotions offer those who don’t celebrate Easter an opportunity to buy candy, food, and other items,” Prosper Executive Vice President of Strategy Phil Rist said.

The survey comes as some foreign makers of Easter staples, such as chocolate, try to process the Trump administration’s sweeping tariffs. On the bright side, wholesale egg prices have declined precipitously since the beginning of the year, and consumers may begin to feel some relief.