Americans Are Set to Spend a Record $25 Billion on Easter This Year

Easter is quietly one of the biggest spending holidays of the year and 2026 is shaping up to break records.

Americans are projected to drop $24.9 billion on Easter this year — a 5.5% jump over last year's $23.6 billion — according to the National Retail Federation's annual holiday survey. On a per-person basis that works out to $195.59, another record, and about 2% more than what people spent in 2025. It also tops the previous all-time high of $192.01 set in 2023.

Food is actually the biggest spending category at around $7.5 billion — not candy, which surprises most people. Candy comes in at about $3.5 billion even though roughly 92% of consumers plan to buy it. Gifts round out the rest at $3.9 billion, followed by clothing at $3.7 billion and flowers at $2.2 billion.

The numbers are notable given the current economic climate. Tariff concerns, inflation anxiety, and general uncertainty have been hanging over consumer spending conversations all year. Easter apparently isn't feeling it yet.

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

What People Are Actually Doing on Easter

The spending reflects how Americans plan to spend the day itself. Cooking a holiday meal is the most popular Easter activity, cited by 56% of survey respondents — which helps explain why food claims the top spending spot. Visiting friends and family comes in close behind at 52%, followed by attending church at 43% and hosting an Easter egg hunt at 36%.

For a holiday that carries significant religious meaning for many Americans, the data shows it has also become a broadly celebrated occasion regardless of faith. About 80% of consumers plan to celebrate Easter in some form this year.

Where People Are Shopping

Discount stores remain the most popular destination for Easter shopping, cited by 55% of respondents — consistent with past years. Department stores come in second at 42%, followed by online at 34%.

The preference for discount stores is consistent with how Americans approach most major holidays — hunting for value while still spending freely in total.

Tradition Is the Biggest Driver

When survey respondents were asked what inspired their Easter shopping, tradition came out on top by a wide margin. Fifty-eight percent cited tradition as their primary motivation, followed by sales and promotions at 36%, shopping as a social activity with family and friends at 30%, and store displays at 27%.

Phil Rist, executive vice president of strategy at Prosper Insights and Analytics, which conducted the survey alongside the NRF, noted that the experience of shopping itself has become part of the holiday. "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."

Even Non-Celebrators Are Spending

The spending is driven largely by tradition — people doing what their families have always done for Easter, shopping the same way they always have. And even among people who don't plan to celebrate Easter religiously or otherwise, about 54% say they'll still take advantage of Easter sales on candy, food, and clothing.

At nearly $25 billion, Easter is doing just fine.

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