That’s a Lot of Peeps: Why Easter Spending Will Set a Record This Year
Life + Money

That’s a Lot of Peeps: Why Easter Spending Will Set a Record This Year

© Lisi Niesner / Reuters

Easter spending will hop to its highest level ever this year.

Americans celebrating Easter will spend an average of $152 per person, collectively laying out $18.4 billion, a 6 percent increase over last year, according to the National Retail Federation and Prosper Insights & Analytics.

That includes $5.8 billion on food, followed by $3.3 billion on Easter clothes, $2.9 billion on gifts and $2.6 billion on candy.

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The NRF attributes the higher spend to a calendar shift, which has Easter falling three weeks later this year than last, and an improving economy. The later date provides more shopping time and likely better weather for celebrations.

“Easter continues to be a traditional holiday for consumers of all ages, especially young families who are planning to spend a bit more for this celebration,” Pam Goodfellow, principal analyst at Prosper Insights, said in a statement.

The survey found that 61 percent of consumers celebrating Easter will visit family and friends for the holiday, 57 percent will cook a holiday meal and 52 percent will attend church. More than a third will participate in an Easter egg hunt.

The majority of consumers (58 percent) plan to do their Easter shopping at a discount store, while 46 percent will go to a department store. Just over a quarter will shop at local small businesses, and roughly the same percentage intend to shop online, according to NRF. 

Easter spending represents the fourth-biggest spending period for retailers, after the winter holidays, back-to-school shopping and Mother’s Day. More than eight in 10 consumers celebrate are planning to celebrate Easter this year.