Easter spending expected to blossom to a record $24B in 2023

The National Retail Federation predicts all-time highs for Easter shopping.

gray rabbit plush toy
Photo by PAÏMA BEAUTE on Unsplash

Easter shopping is expected to take a big hop to historic highs in 2023.

According to a survey from Prosper Insights & Analytics and the National Retail Federation:

  • Easter spending is expected to reach $24 billion in 2023.
  • That’s up from $20.8 billion in 2022, and would be well above the previous record of $21.7 billion recorded in 2021.
  • 81% of Americans are expected to celebrate Easter this year.
  • Average spending per shopper is expected to be a record $192.01.
The sunny projections for the April 9 holiday will be a welcome sign for retailers who are facing headwinds from inflation. It helps that Easter often fits into the category of more affordable indulgences such as small gifts and candy. These categories are often resilient amid tougher economic times.

“Easter endures as an important holiday for many Americans, signifying new beginnings and a time of celebration with friends and family,” NRF President and CEO Matthew Shay said. “As consumers plan to mark the occasion through a variety of traditions, retailers are dedicated to making this year a memorable holiday.”

The items: Top categories for spending include candy ($3.3 billion), gifts ($3.8 billion) and food ($7.3 billion). Additionally, consumers are expected to spend $4 billion on clothing, $1.8 billion on flowers and $1.7 billion on decorations. Another $1.1 billion is expected in greeting card purchases.

The channels: A majority (54%) of consumers plan to spend at discount stores. Other shopping locations include department stores (42%), online (33%), local and small businesses (22%), and specialty stores (20%).

The deals: Among those consumers who are celebrating the holiday, there is plenty of opportunity for offers to attract shoppers. Significant numbers of consumers say they will shop because of sales or promotions (29%), store displays or decorations (23%), or seasonal products (20%). Even among those who don’t plan to celebrate the holiday, 54% plan to take advantage of Easter-related deals, with a focus on candy and clothing.

“We are seeing real Easter sales growth compared with pre-pandemic, and among the drivers are consumers who are planning to purchase more Easter clothing and gifts,” Prosper Executive Vice President of Strategy Phil Rist said. “Additionally, consumers ages 35 to 44 will bump up their spending more than any other group.”

NRF and Prosper surveyed 8,499 U.S. adult consumers from March 1-7.

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