Easter Sunday—the most important holiday on the Christian calendar, observing Jesus’s death and resurrection—has become a massive opportunity for the retail industry. More than $22 billion in spending is expected this year, according to the latest survey from the National Retail Federation (NRF) and Prosper Insights and Analytics. But those purchases just might have more to do with buying a Rabbit than celebrating a Christian savior.
The total spending figure projected for 2024 is the second highest in the survey’s history, following last year’s record-setting $24 billion, when the Easter holiday observance came nine days later in the year. And while most Americans polled said they would celebrate the holiday this year at an average spending clip of $177.06 per person, many will not be carrying over that observance with a trip to church.
