A new report from the National Retail Federation (NRF) has revealed that consumers are expected to spend more than $22 billion this Easter holiday season, down slightly from 2023, when consumers spent a record high of $24 billion. 

"Each year, Americans look forward to the celebration of Easter and the renewal of time and traditions with loved ones,” NRF president and CEO Matthew Shay said. “Retailers understand the importance of this holiday and are ready to help their customers find the items they want and need at affordable prices."

Every year, the NRF conducts a survey of consumer spending habits leading up to Easter. This year, 81 percent of respondents said they planned on celebrating the holiday, with the average person expected to spend $177, down from $192 in 2023. 

Food will be the top purchase, coming in at just over $7 billion, followed by clothing at $3.5 billion and gifts at $3.4 billion. Candy will also be a hot purchase this year, totaling more than $3 billion, followed by flowers at $1.6 billion. 

“The overall shopping experience itself also plays a role in purchasing behavior,” Prosper executive vice president of strategy Phil Rist said. “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.” 

Approximately 53 percent of consumers will purchase their Easter gifts at discount stores, while 40 percent said they were going to do their shopping at department stores. More than 33 percent reported they would be shopping online, while 33 percent said they will be shopping local, and 20 percent reported they will visit specialty stores. 

The survey found that 57 percent of consumers plan to cook a holiday meal, 53 percent said they would visit family and friends and 43 percent said they planned on going to church. More than half of households reported they would be doing an Easter egg hunt at home. 

Meanwhile, those who do not celebrate Easter still plan on participating in holiday-related sales, with consumers spending an average of $20.52 per person on themed items.