Consumers plan to spend an average of $179.70 this Easter, the highest amount on record, according to research by the National Retail Federation and Prosper Insights & Analytics. An annual survey found that 79 percent of Americans will celebrate the holiday and spend a collective $21.6 billion, which is down slightly from last year’s pre-pandemic forecast $21.7 billion.
“With new stimulus funds from the President’s American Rescue Plan, positive trends in vaccinations and growing consumer confidence, there is a lot of momentum heading into the Spring and holiday events like Easter,” said NRF President and CEO Matthew Shay, in a statement. “Many have figured out how to celebrate holidays safely with family and that is reflected in consumer spending this Easter.”
“Keep in mind that last year’s survey was conducted in early March before the pandemic forced most of the country to shut down and reflects consumers’ pre-pandemic plans,” said Prosper Insights executive vice president of strategy Phil Rist, in a statement. “This year’s numbers reflect not just consumers’ resilience in the last 12 months but also the enduring popularity of Easter.”
Some ways consumers will celebrate the holiday include cooking a holiday meal (59 percent), visiting with family and friends (43 percent), watching TV (43 percent), planning an Easter egg hunt (31 percent) or attending church (28 percent). However, not everyone is ready to resume in-person activities, with 22 percent indicating they will attend church virtually and 24 percent saying they will connect with their loved ones by phone or video.
Related: The Fresh Market Debuts Easter Offerings; Whole Foods Hosts Cook-Along Events for Valentine's Day.