Easter Economics: Cracking Open Seasonal Consumer Trends

Introduction

As one of the year’s key retail events, Easter sparks a wave of activity across sectors, from confectionery and gifting to travel and hospitality.

In this report, we crack open the numbers behind Easter 2025, analyzing how brands are capitalizing on the season’s emotional appeal and how consumer expectations are evolving. With insights drawn from market data, sales trends, and B2B partnerships, Easter Economics offers a comprehensive look at how businesses can optimize seasonal strategies and drive value across the Easter period.

Easter Spending in the US over time

U.S. Easter spending has grown from $14 billion in 2007 to $22 billion in 2024, reflecting a compound annual growth rate (CAGR) of 2.6%. The category reached its highest recorded value in 2023 at $24 billion, before easing slightly in 2024. 

While the overall trend is upward, the sharp increase after 2019—from $18 billion to $22 billion in 2020—suggests that inflation may have inflated dollar figures, rather than signaling a proportional rise in real consumer engagement or volume of goods purchased. Still, the sustained growth underscores Easter’s position as a durable seasonal driver in the retail economy, with consistent relevance for consumer brands and their partners.

Easter Shopping Behavior: Consumer Insights and Retail Opportunities

Gift Destinations

When it comes to Easter gift shopping, consumers continue to prioritize convenience and affordability. Discount stores dominate as the top destination, attracting 53% of shoppers—a strong indicator of price sensitivity even during celebratory periods. Department stores come in second at 40%, followed by online channels at 33%, revealing a healthy mix of physical and digital engagement. Interestingly, local and small businesses (22%) and specialty stores (20%) lag behind, suggesting that while consumers express support for niche and community-based retail, actual purchasing decisions remain heavily influenced by pricing and accessibility. For B2B brands, this data highlights the need to balance cost competitiveness with omnichannel presence.

Shopping Reasons

Easter shopping is driven more by emotional and cultural factors than pure economics. A full 64% of consumers say they shop for Easter simply because “it’s tradition,” far outweighing practical motivators like social interaction (32%) or sales and promotions (29%). This insight reveals a powerful narrative opportunity for brands: aligning seasonal campaigns with nostalgia, family, and continuity may yield stronger consumer resonance than focusing solely on price or convenience. For B2B marketers and retailers, tapping into the emotional fabric of the holiday could help drive both engagement and conversion.

Top Planned Easter Purchases for 2025

Candy and food lead Easter purchase intent in 2025, each cited by 89% of consumers—a clear indication that edible indulgence remains at the heart of holiday celebrations. Gifts come in next at 62%, reaffirming Easter’s growing position as a mid-tier gifting occasion beyond traditional baskets. Meanwhile, nearly half of shoppers plan to buy clothing (49%) and decorations (48%), reflecting the event’s role in broader seasonal refreshes and home-centered experiences. For suppliers and distributors, the breadth of categories—from perishable goods to apparel—signals strong cross-sector demand and the importance of diversified inventory planning around this holiday window.

Sweet Economics: Chocolate spending, price and inflation impact

Brand Loyalty in the Easter Chocolate Aisle

Cadbury continues to dominate the Easter chocolate market in the U.S., with 49% of consumers planning to purchase the brand in 2025—a strong lead over Hershey’s (34%) and Reese’s (33%). This underscores Cadbury’s enduring association with seasonal traditions, especially its iconic Creme Egg. While legacy brands retain the top spots, a wide tail of options—from Dove to Kinder—reflects a competitive and diverse category. For retailers and suppliers, brand loyalty during Easter is high, but consumers are still open to variety within their baskets.

Inflation Impact

Value Over Variety: How Inflation Shapes Candy Purchase Decisions

In the current inflationary climate, consumers are prioritizing value above all else when purchasing chocolate and candy for Easter and Passover. Price leads as the dominant decision driver for 67% of shoppers, far ahead of brand (53%) and quantity or size (44%). With rising costs across categories, shoppers are clearly more focused on stretching their budgets than on premium positioning or specialty offerings. Only a quarter cite coupons and promotions as influencing their choices—indicating that while discounts matter, they are secondary to overall shelf price. The relatively low impact of convenience, loyalty programs, and health attributes (all under 12%) further reinforces that during periods of economic pressure, core value metrics—not brand storytelling or experiential perks—are what drive seasonal candy sales.

Consumer Cost-Consciousness Amid Economic Pressure

Consumers are making clear behavioral shifts in response to inflation and broader economic uncertainty. Over half (56%) plan to reduce spending on candy, décor, and treats, while 54% intend to dine at home instead of eating out. Sales and promotions are increasingly important, with 52% of consumers actively seeking discounts. Additionally, 47% expect to buy less overall, and more than one-third (36%) plan to skip gift-giving entirely. These patterns point to a more frugal consumer mindset, where necessity and tradition may continue to drive engagement, but discretionary categories—especially non-essentials—are at risk of contraction without compelling value propositions.

Chocolate Manufacturing Costs Outpace Broader Inflation

The latest data reveals a sharp divergence between general consumer inflation and the specific cost pressures faced by chocolate and confectionery producers. While the U.S. Consumer Price Index (CPI) has risen steadily—up approximately 35% since 2012—the Producer Price Index (PPI) for chocolate manufacturing has spiked dramatically in recent years, surpassing 170 by early 2025. This widening gap, especially post-2021, underscores how sector-specific supply shocks—driven largely by soaring cocoa prices—are outpacing broader economic inflation. For B2B players across retail and distribution, this means increased volatility in pricing, thinner margins, and a heightened need for cost containment or value engineering within product lines.

Cocoa Price Surge Reshaping Cost Structures

Global cocoa prices have surged to unprecedented levels, nearing $11,000 per metric ton in early 2025—a dramatic spike from the sub-$3,000 range that persisted for much of the past decade. The long-term trend, as captured by the Hodrick-Prescott model, shows a steep and sustained upward curve beginning in 2021. This sharp rise in input costs poses a major challenge for chocolate producers and distributors, pressuring margins and forcing difficult pricing decisions. For B2B buyers and retailers, volatility in cocoa markets may translate to cost pass-throughs, tighter inventories, and elevated shelf prices across multiple chocolate and confectionery SKUs.

Rising Cocoa Costs Driving Producer Prices Higher

The strong correlation between global cocoa prices and the Producer Price Index (PPI) for chocolate highlights a direct relationship between commodity markets and retail supply chain costs. With an R² of 0.76887, the data show that as cocoa prices increase, producers face escalating input costs that are likely passed downstream. The effect is non-linear, with producer prices rising sharply once cocoa surpasses key thresholds. This dynamic has significant implications for contract negotiations, wholesale pricing models, and inventory planning in the B2B channel. Forward-looking brands may need to consider hedging strategies or cost reengineering to maintain competitiveness amid ongoing cocoa volatility.

Sources & References

Convenience Store. (2025). Easter 2025 Spending Expected to Approach Record Levels. https://csnews.com/easter-2025-spending-expected-approach-record-levels 

INMARKET. (2025). 2025 Easter & Passover Insights. https://2750857.fs1.hubspotusercontent-na1.net/hubfs/2750857/Reports_Whitepapers_Webinars/2025%20Easter%20&%20Passover%20Insights.pdf?__hstc=116666969.cfbe92a07e100c38d8fb86a9c994d445.1744740129365.1744740129365.1744740129365.1&__hssc=116666969.2.1744740129365&__hsfp=483935258 

International Monetary Fund, Global price of Cocoa [PCOCOUSDM], retrieved from FRED, Federal Reserve Bank of St. Louis; https://fred.stlouisfed.org/series/PCOCOUSDM, April 16, 2025.

National Retail Federation. (2025). 2024 Easter Spending Expected to Top $22 Billion. https://nrf.com/media-center/press-releases/2024-easter-spending-expected-top-22-billion 

U.S. Bureau of Labor Statistics, Consumer Price Index for All Urban Consumers: All Items in U.S. City Average [CPIAUCSL], retrieved from FRED, Federal Reserve Bank of St. Louis; https://fred.stlouisfed.org/series/CPIAUCSL, April 16, 2025.

U.S. Bureau of Labor Statistics, Producer Price Index by Industry: Chocolate and Confectionery Manufacturing [PCU3113531135], retrieved from FRED, Federal Reserve Bank of St. Louis; https://fred.stlouisfed.org/series/PCU3113531135, April 16, 2025.