US retailers are preparing for a surge in Easter spending, with total sales forecast to reach a record $24.9bn in 2026, according to industry data.
The Easter retail season is one of the most significant spring shopping periods in the United States, offering an early indication of consumer spending trends and retail performance in the first half of the year.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
The projected growth reflects sustained consumer demand across key categories such as food, confectionery, gifts and clothing. Retail analysts view Easter as a reliable gauge of consumer confidence, particularly as households balance discretionary spending with ongoing cost pressures.
Strong demand across key categories
Easter spending in the US continues to be driven by everyday seasonal purchases. Candy remains the most popular category, with around 92% of consumers expected to buy confectionery products. Food follows closely at 89%, reflecting the importance of home gatherings and seasonal meals.
Spending on gifts and apparel also contributes to overall retail growth. Clothing sales typically benefit from the seasonal shift into spring, while gift purchases are linked to traditions such as Easter baskets.
Together, these categories support a broad-based uplift across both physical stores and e-commerce platforms.
Retailers often align promotions and inventory planning with these trends, ensuring availability of seasonal goods and competitive pricing during a short but high-volume sales window.
Easter signals consumer confidence
The Easter shopping season is widely used as an indicator of consumer confidence in the US retail market. Strong participation levels suggest that households are willing to spend on non-essential items, despite broader economic uncertainty.
Retail performance during Easter can influence expectations for upcoming retail events, including summer sales and back-to-school shopping. A strong Easter period may signal stable demand conditions, while weaker spending could point to cautious consumer behaviour.
Economic factors such as inflation, disposable income and employment levels continue to shape purchasing decisions. Even so, seasonal events like Easter tend to maintain consistent engagement due to cultural and social traditions.
Retailers prepare for peak spring sales
US retailers are adjusting their strategies to capture Easter-related demand. This includes targeted promotions, expanded product ranges and increased focus on omnichannel retail, combining online and in-store experiences.
Inventory management remains critical, particularly for perishable goods such as food and seasonal items with limited shelf life. Retailers also use data insights from previous years to forecast demand and optimise supply chains.
Easter’s timing early in the retail calendar makes it a key opportunity to build momentum for the year. With sales expected to reach record levels in 2026, the season is likely to play a central role in shaping overall retail performance in the US market.
