• by Ray Schultz , Columnist, April 18, 2025

Consumers may be worried about the economy. But it’s not stopping them from spending on the Easter holiday, especially on candy for the kids. Indeed, the NRF projects that spending will hit $23.6 billion this year, versus $22.4 billion last Easter.   

What are people spending on? Three guesses. Taboola found that these Easter-related terms, activities, and candy brands have been having a moment over the past 60 days:

General Easter terms 

• Easter Egg — 2,068%
• Easter Bunny — 1,474%
• Easter — 555%

Easter activities

• Egg hunt — 272K%
• Easter brunch — 100%
• Candy — 82%

Easter candy brands

• Cadbury — 820%
• Hershey — 429%
• Reese's — 293%
• Peeps — 58% 

Apart from dispensing candy, families are participating in these festivities:

• 58% are cooking a holiday meal 
• 55% are visiting family and friends (this drops to 50% among families with children)
• 45% are attending church 
• 36% are planning an Easter Egg Hunt at home, although this jumps to 54% for households with children. 

On another front, 51% of families are purchasing Easter décor, up from 48% in 2024.

Among the affluent — those with household income of $100,000 or more — Easter spending is hitting $246 per person, compared to $236 last year.  

Families with $50,000 to $99,999 in income are spending $180 per person, up from $179 in 2024. 

But households on the lower end of that spectrum — $50,000 — are spending $145, down slightly from the $146 recorded last year. 

Enjoy the holiday!