Americans are expected to spend $22.4 billion on Easter this year, according to a report from the National Retail Federation (NRF).
While the figure is the second-highest recorded in the NRF’s history, it is under last year’s total, which set the record at $24 billion in total sales. However, the NRF notes that Easter fell later in the year in 2023, which could account for more time for consumers to shop.
Eighty-one percent of Americans will celebrate Easter this year, which is on trend from last year. Shoppers are expected to spend, on average, $177.06 per person – the third-highest figure seen after 2023 (at $192.01 per person) and 2021 (at $179.70 per person).
Food sales are expected to be the top earner at $7.3 billion, with clothing ($3.5 billion) and gifts ($3.4 billion) following behind, respectively. Candy sales will reach about $3.1 billion while flower purchases will reach $1.6 billion, according to the NRF’s report.
Discount stores (53 percent) are expected to be the top destination for Easter spending with department stores (40 percent), online (33 percent), small businesses (22 percent) and specialty stores (20 percent) to follow, respectively.
“Different areas of the country are expecting different weather conditions in the week leading into this year’s March 31st Easter,” Evan Gold, EVP at Planalytics said in the report’s release. “Warmer-than-normal temperatures in New England and parts of the Midwest open a window of opportunity from an Easter-on-Easter comp perspective for retailers to capitalize on favorable weather-driven demand for spring apparel and outdoor categories in these regions. Furthermore, shoppers across the country’s eastern half will feel as if springtime has returned with temperatures rebounding from this week’s cold snap.”
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Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success
After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone.
Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently.
The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.
