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Easter is less than two weeks away, which means that now is the home stretch for firming up those Easter weekend plans. This year, 69% of Americans plan to celebrate Easter, in line with last year. Conversely, 17% say they don’t celebrate, and 14% are not sure yet – with the percentage unsure up a notable three points YOY, suggesting a slight increase in uncertainty this year.
The plurality (47%) will celebrate Easter at home, either with those in their own household (30%) or hosting friends and family (17%). Twenty percent plan to visit friends or family (-5 points from 2025), 10% are heading to public events (same YOY), and 17% are unsure about their plans (up from 14%).
Here are some key demographic insights to know:
- Gen Z: Most likely to visit others
- Gen X: Most likely to stay home
- Millennials: The most undecided group
- Income: Low-income households are staying home, middle-income earners are heading out, and high-income earners are inviting family and friends over
More Americans Will Up Their Spending Amidst Economic Concerns
Despite a slight uptick in holiday uncertainty, spending remains resilient, albeit shifting. While nearly half of celebrants (47%) intend to match last year’s budget, this represents an eight-point decline since 2025. Conversely, 28% plan to spend more – an eight-point increase in the last 12 months, and the highest such percentage observed in CivicScience tracking. The percentage of those spending less has held steady at 25%.
Notably, those who believe the economy will get worse in the next six months are the most likely to still be deciding on their Easter plans. Additionally, slightly more than half of those who are spending less on Easter this year (51%) are ‘very’ concerned about gas and energy prices right now. As global events continue to fuel domestic financial strain, these pressures are clearly weighing on consumer wallets this spring.
Club Membership Stores Increase in Popularity for Easter Candy Shopping
For those who are purchasing Easter candy, big-box stores remain the top destination, outpacing all other retailers by at least 23 points. However, a significant shift is underway among secondary options as financial pressures hit home. While shopping plans at large regional grocers are down six points from 2025, intent to shop at a club membership store is up by five points, suggesting that consumers are increasingly prioritizing bulk value to stretch their holiday budgets.
Amongst the classic Easter candies they may be buying this year, Reese’s Peanut Butter Eggs remain the fan favorite, followed by Cadbury Creme Eggs and, tied for third, chocolate Easter bunnies and jelly beans. With no major changes to the candy favorites this year, celebrators are staying loyal to their favorite flavors but are becoming more strategic about their shopping destination to get more for their money.
For those who celebrate, Easter is a holiday often filled to the brim with loved ones and sweet treats. And although the essence of the holiday remains, this year’s plans carry an undercurrent of uncertainty, with more Americans still nailing down a plan that won’t break the budget and potentially shifting where they spend. In an increasingly volatile market, the brands that thrive will be those that move beyond static seasonal snapshots to leverage real-time intelligence, ensuring they stay agile enough to capture spending shifts beneath the surface, before they become lost opportunities.
