What: US consumers are expected to set a new record for Easter spending in 2026, driven by tradition, value-seeking, and broad engagement in holiday promotions.

Why it is important: This record spending reflects ongoing consumer resilience and the effectiveness of value-driven retail strategies, as seen in recent holiday sales reports.

Easter 2026 is poised to set a new benchmark for holiday retail, with projected consumer spending reaching $24.9 billion and per-person budgets at an all-time high. Despite persistent economic uncertainty, shoppers remain committed to celebrating, prioritising categories such as candy, food, gifts, decorations, and clothing. The enduring influence of tradition, combined with the impact of sales, promotions, and engaging in-store experiences, continues to shape purchasing decisions. Discount and off-price retailers are capturing a significant share of holiday traffic, reflecting a broader shift toward value-driven shopping and intentional spending. Generational differences are evident, with younger consumers exercising caution while older shoppers sustain or increase their holiday budgets. The rise of omnichannel strategies and the appeal of in-person shopping experiences further illustrate the evolving retail landscape. Even those not celebrating Easter are participating in seasonal sales, expanding the holiday’s retail impact. These trends highlight the need for retailers to balance value, discovery, and convenience to remain competitive.

IADS Notes: The record Easter spending forecast for 2026 is consistent with findings from NRF (March 2026), Inside Retail (December 2025), Placer.ai (December 2025), CBS News (December 2025), and PwC (September 2025). These sources collectively highlight resilient holiday retail performance, the rise of value-driven and intentional shopping, generational spending shifts, and the growing influence of discount and thrift channels. They confirm that tradition, adaptability, and flexible retail models are central to retail success in the current environment.

Easter spending expected to reach a record $24.9 billion