Easter spending hits a record $24.9 billion this year, according to the National Retail Federation's annual survey of 7,845 adult consumers conducted in early March. That beats the previous record of $24 billion set in 2023. Average per-person spend is $195.59 - also a new high.
If you're a small retailer, florist, candy shop, clothing boutique, gift store, or specialty food business, this number is your market signal for today and the next 48 hours.
Here's what the data actually says and what to do with it right now.
What People Are Actually Buying
The NRF breaks Easter spending into five categories:
Candy - $3.5 billion (92% of Easter shoppers plan to buy it). This is the most universal category. If you sell candy, chocolate, or anything gift-packaged in that territory, your foot traffic and order volume today is real.
Food - $7.5 billion (90% of shoppers). The single largest category by dollar volume. This covers grocery, specialty food, bakeries, catering, meal kits, and anything that ends up on an Easter table. If you're a specialty food business, the best time to push was two days ago. The second best time is right now.
Gifts - $3.9 billion (64% of shoppers). "Gifts" is deliberately broad in the NRF definition. It covers toys, games, books, home goods, and anything someone wraps or puts in a basket. Apparel gifts, jewelry, and novelty items all fall here.
Clothing - $3.7 billion (51% of shoppers). Easter is one of the few holidays with a clothing-specific tradition. New spring outfits, children's dresswear, and Easter Sunday churchgoing attire are real purchase drivers.
Decorations - $2.2 billion in flowers and $2.2 billion in decor (53% of shoppers). If you're a florist, today is your Super Bowl.
Where They're Shopping - And What That Tells You
The NRF survey found that discount stores are the top destination (55% of shoppers head there first), followed by department stores (42%) and online (34%).
That last number - 34% shopping online - is where small business opportunity lives.
Discount stores win on price. Department stores win on assortment and convenience. But neither wins on story, craftsmanship, uniqueness, or local connection. That's your lane.
The survey also found that 54% of people who aren't even celebrating Easter plan to shop Easter sales for candy, food, and clothing. That's a meaningful tail that extends past Sunday into Monday and Tuesday - the post-holiday clearance window.
Practical Moves for Today and Tomorrow
For online sellers: Easter Sunday is not too late to capture same-day and post-holiday buyers. A quick email to your list with an "Easter Sunday special" offer - a bundle, a discount, free shipping on orders placed today - can convert. Subject line performance is high on holiday mornings because inboxes are lighter than weekdays.
For local retail: If you have any walk-in capacity today, make sure your Google Business Profile hours are accurate and that your most giftable, candy-adjacent, or spring items are front-of-store. People who forgot something are driving to you right now.
For social: The NRF found that store displays and shopping experiences (not just price) are among the top purchase inspirations this year. A single Instagram story or Reel showing what's in stock today - real, unpolished, immediate - outperforms a polished graphic for same-day conversion.
For planning: The post-Easter clearance cycle starts tomorrow. Consumers who were budget-constrained going in - and the survey found 1 in 4 Americans felt financial pressure this Easter - will shop clearance hard on Monday and Tuesday. If you have inventory to move, a 24-hour post-Easter sale emailed tonight captures that window.
The 40% Who Cut Back
One signal worth noting for small business planning: the NRF/WalletHub data shows nearly 40% of shoppers were considering substituting or cutting back on Easter purchases this year. Elevated food prices are a real factor.
This is not a contradiction with the record total. What's happening is a bifurcation: some households are spending more than ever, while a meaningful segment is pulling back. The $24.9 billion headline reflects the full market. Your customers may be on either end of that split.
The practical implication: value framing matters more this Easter than in 2023 or 2024. If you're selling something at a premium price, the story of why it's worth it matters. If you're selling at a mid-tier price, positioning against the "cheap and disappointing" alternative is your strongest message right now.
What Today Tells You About Summer Planning
Easter is the retail industry's spring preview. Categories that index high in Easter data - gifts, candy, outdoor decor, spring clothing - tend to carry momentum into Mother's Day, Memorial Day, and graduation season.
The NRF's full seasonal data across these spring holidays is worth bookmarking for inventory and marketing planning. This year's record Easter number suggests consumer appetite for holiday occasions is strong even under economic stress. People are protecting their holidays. That's useful information if you're planning Q2 promotions.
Sources: National Retail Federation Easter 2026 Consumer Survey (nrf.com/research-insights/holiday-data-and-trends/easter); NRF press release "Easter Spending Expected to Reach a Record $24.9 Billion" (nrf.com/media-center/press-releases); WalletHub Easter 2026 survey
Jordan Park covers e-commerce and retail for The Useful Daily. Published at theusefuldaily.com.