What Percentage of Americans Celebrate Easter? (2013–2023)
Easter ranks among the busiest shopping days of the year and is one that generates billions of dollars in revenues for retailers.
The numbers say it all: Easter spending rose by 15.4% in 2023 to a total of $24 billion—an all-time high. $3.3 billion was spent on candy alone, one of the top Easter expenses.
But what percentage of Americans celebrate Easter, and how has this evolved in recent years? Here’s a breakdown.
What percentage of Americans celebrate Easter: 2013–2022
Easter spending statistics from the past decade may show a general increase in annual expenditure, but the same cannot be said for the percentage of Americans celebrating Easter.
Recent data from the National Retail Federation shows that the proportion of United States consumers celebrating Easter has held relatively steady. In 2013, 83% of US consumers marked Easter—the highest percentage between 2007 and 2023. This figure fell by three percentage points, to 80%, in 2014 and 2015, before rising by one percentage point, to 81%, which was sustained for the following three years.
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In 2019, this fell two percentage points, to 79%, the lowest mark since 2008. This rose back up to 81% in 2020, only to fall again to 79% in 2021. In 2022, 80% of Americans celebrated Easter—a one percentage point annual increase.
What percentage of Americans celebrate Easter: 2023
According to estimates by industry analysts, the percentage of Americans celebrating Easter this year is set to increase by one percentage point, to 81%.
A closer look at this data reveals that the proportion of US consumers marking Easter over the past decade has fluctuated just slightly, with no more than four percentage points separating the highest and lowest numbers.
What percentage of Americans celebrate Easter: top activities
With food at the top of consumers’ Easter holiday expenses this year, it is no surprise that the most popular Easter activity relates to eating. 56% of celebrators plan to cook a holiday meal.
The second-most popular activity is visiting friends. Half of all Americans celebrating Easter this year will be doing so. This is followed by 43% who plan to go to church and 34% who intend to organize an Easter egg hunt. Watching television round out the top five Easter activities of 2023, with 32%.