4 trends behind Easter 2025 spending

Easter is just a hop, skip and a jump away. With total spending expected to reach $23.6 billion, consumers are focused on making Easter special, even as they remain unsure about the broader economy. To understand what is driving this spending — and why consumers may be prioritizing Easter, even while slowing their spending in other areas — NRF took a closer look at the data and identified four trends.

Holidays are an essential for many consumers

From the pandemic to high inflation, consumers have navigated a number of tumultuous situations. And they have proven resilient, adjusting their budgets, trading down to different brands, shopping discount or, at times, pulling back on some areas of spending. Throughout this, they continue to prioritize what is most important to them — not just everyday essentials but also moments to celebrate with their friends and family. As today’s shoppers face additional economic and price uncertainty, they’re continuing to embrace special events like Easter.

You can't put a price on time with loved ones

Although they’re being more mindful of their wallets, consumers are still taking care to make room in their budgets for celebrations with family and friends. When it comes to Easter, they are not pulling back on the holiday’s time-honored traditions. For many consumers, that’s a special meal or time with loved ones. But for those with littles in the household, Easter egg hunts are a core part of their celebrations.

Consumers are still on their décor kick

While Easter has typically sparked images of brightly decorated eggs and rabbit figurines, décor really took off as a category during the pandemic when consumers’ activities were limited. It’s only continued to grow: This year, 51% of those celebrating the holiday plan to purchase decorations, up from 41% in 2019; total spending on these items has increased from $1 billion to $1.7 billion during that same time period.

Spring wreaths, pastels and florals are all part of a quintessential Easter display. For consumers looking to brighten up their homes, gardens and more for the holiday, retailers like Michaels and Wayfair are ready to help. There are plenty of ideas to steal from social media too, like here, here or here.

Higher-income households are spending big

Overall, consumers are budgeting $12 more per person on Easter this year, compared with last year — even as they slow their spending on other goods. However, not all consumers feel able to stretch their wallets for the holiday. In fact, lower-income households who earn under $50,000 a year are keeping their spending flat. They’re significantly less likely to purchase Easter items like clothing, gifts or flowers compared with higher-income families.  As discussed during NRF’s State of Retail & the Consumer 2025 event, these households have less cushion to absorb economic shocks and are being more choiceful with their budgets.

Regardless of budget, today’s consumer is looking for value. Discount stores are, by far, the top destination for Easter gifts. And, from bunny wreaths made out of pool noodles to "lollipop baskets," shoppers are finding creative ways to use their frugal finds to make the holiday as festive as ever.

For more insights into Easter spending, check out NRF’s Easter headquarters.