WASHINGTON – Eighty percent of Americans plan to celebrate Easter this year and will collectively spend $20.8 billion to mark the holiday, according to a survey released Monday by the National Retail Federation and Prosper Insights & Analytics. That projected figure is down slightly from last year’s forecast of $21.6 billion.
“Consumers are eager to return to their pre-pandemic holiday traditions, particularly as it relates to purchasing food and gifts for in-person celebrations this Easter,” NRF President and CEO Matthew Shay said. “Friends and family want to be together, and consumers are willing to spend money to make these events memorable.”
With just more than half (51%) of consumers planning in-person celebrations, up from 43% the previous year, food will account for the largest spending category. Among those planning to celebrate Easter, the average spend is $53.61 on food, followed by $28.04 on gifts and $27.93 on clothing.
The survey Inflation concerns are driving consumers to seek the most value for their dollar when shopping for the Easter holiday. If the price of an Easter-related item is higher than expected, 42% of consumers said they will look for it at another retailer and 31% will find an alternative like another brand or color. Like last year, half (50%) of holiday shoppers plan to purchase gifts at discount stores, 41% at department stores and 35% online.
While consumers are prioritizing in-person celebrations, virtual holiday plans have declined sharply since the beginning of the pandemic. Only 13% are planning to visit family and friends virtually, a 62% decrease from 2020. Virtual church service attendance is also expected to be down, with only 12 percent planning to attend by phone or video compared with 32% in 2020.