Easter is, once again this year, set to be the second-most shopped holiday in the second quarter (behind Mother’s Day), according to our survey of more than 1,000 U.S. adults. Americans plan to spend an average of $321 (up from $287 in 2023) on Easter goodies, clothing, food and decor this year.
Easter Shopping and Spending Forecast
Our survey shows that 39% of Americans plan to shop for Easter 2024, spending an average of $321.
Most of that is going to candy, Easter decor, and food/beverages. The top spending categories for Easter 2024 are:
- Chocolate and candy: 65%
- Easter baskets: 48%
- Easter eggs: 48%
- Food/beverages on sale (e.g., stocking up on hams or leg of lamb at this time of year): 43%
- Clothing: 42%
- Home goods and décor: 30%
Chocolate Eggs Are the Top Easter Candy
Because chocolate and candy is the top spending category, we asked Americans about their favorites. This year, chocolate eggs top the list. Americans’ favorite candies this year include:
- Chocolate eggs/robin eggs: 26%
- Chocolate bunnies: 24%
- Jelly beans: 15%
- M&Ms or skittles: 14%
- Marshmallow Peeps: 9%
- Gummy candy: 8%
Top Retailers for Easter Shopping — Most are Shopping In Stores This Year
Shoppers are concentrating their efforts (and budgets) at big-box and discount stores where they can buy everything from Easter dinner ingredients to Easter outfits to Easter basket stuffers and more. The majority (99%) of shoppers are doing at least some of their Easter shopping in-store this year, compared to online (74%). The top shopping destinations for Easter 2024 include:
- Big box stores (e.g., Walmart, Target): 57%
- Amazon.com: 49%
- Grocery stores (e.g., Aldi, Kroger): 47%
- Discount stores (e.g., Dollar Tree, Ross, T.J. Maxx): 40%
- Department stores (e.g., Macy’s, Kohl’s): 24%
Survey Methodology
Ziff Media Group, Q2 2024 Shopping Survey. N = 1,002 U.S., Adults 18+. Data collected January 2024.
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