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.

graphic showing top easter candies for 2024 chocolate eggs take top spot

Easter Shopping and Spending Forecast

Our survey shows that 39% of Americans plan to shop for Easter 2024, spending on average $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:

Survey Methodology

Ziff Media Group, Q2 2024 Shopping Survey. N = 1,002 US, Adults 18+. Data collected January 2024.

The post Easter by the Numbers: Americans’ Favorite Candy Revealed + More Easter Shopping Insights appeared first on The Real Deal by RetailMeNot.

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