Despite economic headwinds, Americans opened their wallets for Easter treats this year, with candy spending showing notable resilience during the spring holiday. According to Attain purchase data, average candy spend per consumer during Easter week reached $5.76, 4% higher than a typical non-holiday week
The National Retail Federation projected Easter spending would hit $23.6 billion this year. That’s up from last year's $22.4 billion — but still below 2023’s record $24 billion. While economic uncertainty and inflation pressures loomed large over consumer spending, the holiday proved surprisingly immune to broader economic concerns.
“Holidays such as Easter are especially meaningful for Americans during times of uncertainty,” said Katherine Cullen, NRF Vice President of industry and consumer insights.
This sentiment appears particularly true in the candy sector, where transaction amounts increased 5% during Easter week compared to non-holiday periods.
The candy landscape showed significant shifts in 2025, according to Attain data. Based on total spend in the five weeks leading up to Easter, Hershey’s Kisses and Twix made their debut appearances among the top Easter candy brands, while Cadbury and Starburst dropped out of the top 10. Still, Reese’s and M&M’s maintained their dominant positions at the top of the rankings for the second consecutive year.
“Brands like Hershey’s Kisses and Twix saw notable gains in Easter-week purchases this year," said Anaïs Duboeuf, associate manager of Strategy & Analytics at Attain. “Our data suggests that consumers responded well to familiar favorites presented in seasonal or limited-edition formats—especially when they felt festive without requiring a splurge.”
Brand strategists note that while Halloween remains the premier candy-purchasing holiday, Easter’s spring positioning offers unique marketing opportunities. Unlike Halloween’s fright-night focus, Easter allows candy manufacturers to highlight themes of renewal, family gatherings, and colorful celebrations—messages that particularly resonate during uncertain economic times.
The impact of existing and threatened tariffs, along with volatile stock market conditions appears to have been largely mitigated in the candy sector. Retailers anticipated potential consumer hesitation, so they emphasized value without sacrificing the celebratory nature of Easter purchases.
This strategy appeared to pay off. Attain transaction data showed chocolate candy spending during Easter week averaging $5.52 per consumer, a modest but meaningful 2% increase compared to a non-holiday week.
Several factors may have prevented 2025 Easter spending from reaching 2023's record levels. While candy spending showed resilience, higher egg prices — having nearly doubled due to avian influenza outbreaks — forced many consumers to reallocate their Easter budgets. Walmart notably omitted eggs from its yearly Easter promotional meal kit, acknowledging this price pressure point. The craziness about egg prices even prompted reports of “lifestyle hackers” and influencers suggesting that consumers paint potatoes and rocks instead of the traditional Easter egg dying, though that was probably a bit more hype than fact.
Still, the generational divide in Easter shopping behaviors has become particularly pronounced. NRF data shows Millennials are more likely to purchase gifts than their Gen Z counterparts, prompting candy manufacturers to deploy generation-specific strategies.
For Millennials, premium chocolate offerings with sophisticated packaging from brands like Lindt (which rose to fourth position in 2025) emphasize gift-giving occasions. Meanwhile, brands targeting Gen Z leverage social media-worthy presentations and interactive experiences, typified by the continued strong performance of visually striking candies like Nerds and Skittles.
With 65% of Easter celebrators having planned to spend less than $100 on all festivities, candy brands employed tactical approaches to capture their share of limited holiday budgets. Discount stores remained the preferred destination for Easter shoppers, with 55% visiting these locations according to NRF data. Candy manufacturers responded by creating exclusive store partnerships and limited-time offerings that drove urgency.
The rise of Hershey's Kisses into the Attain’s top 10 Easter Candy Brands list signals a successful strategy of seasonally-themed packaging without requiring entirely new product development. Similarly, Twix's entry suggests that positioning everyday candies within an Easter context can effectively capture consumer attention without extensive R&D investment.
As Easter solidifies its position as the second-largest candy-purchasing holiday, these spending patterns demonstrate that even with economic anxiety, consumers continue to prioritize sweet traditions that bring joy during celebratory seasons.
