Total consumer spending on Easter is forecast to total $18.1 billion this year, just below last year’s record projection of $18.2 billion, according to the NRF. Some 79% of adults plan to celebrate Easter, somewhat less than last year’s 81%, but they’ll spend just about a dollar more this year ($151.25 on average).
For a bit of context to Easter as a retail event, the planned total spend of $18.1 billion is more than three-quarters of the projection for Mother’s Day spending last year ($23.1 billion) and just $2 billion less than this year’s Valentine’s Day spending forecast of $20.7 billion.
The biggest retail category, by far, in terms of dollar spending will be food ($5.4 billion), per the NRF report, followed by clothing ($2.9 billion), gifts ($2.9 billion) and candy ($2.5 billion). The most common gift purchases are expected to be candy (by 87%) and food (85%).
While fewer men (76%) than women (82%) plan on celebrating Easter, on average they expect to spend more than women ($165.78 vs. $137.35). Individuals between the ages of 25-34 expect to spend more than all of the other age groups with an average spend of $189.25, followed by those ages 35-44 years old whose average spend is estimated to be $185.37.
Despite it being a holiday, some consumers still plan to shop on Easter. Some 8% say they plan to shop in-store while another 9% have plans to shop online.
However, the most common celebrations will be visiting family and friends (57%) and cooking a holiday meal (54%).
About the Data: The survey was fielded March 1-8 among 7,388 US adults.