Seasonal retail remains resilient, even amid ongoing economic uncertainty, new data from the National Retail Federation show. US consumers are expected to spend a record $24.9 billion on Easter this year, which surpasses the previous high of $24 billion set in 2023, and per-person spending is projected to reach $195.59.

“Consumers are still focused on holiday celebrations like Easter,” said Mark Mathews, chief economist at the federation, referring to the enduring role of tradition in shaping purchasing behavior. For eyecare professionals and optical retailers, the report signals continued consumer willingness to spend on discretionary categories, including apparel. Clothing alone is expected to generate $3.7 billion in sales, and 51% of shoppers are planning purchases—an indicator of sustained demand for spring wardrobe updates that can extend to eyewear.

The findings, based on a survey conducted with Prosper Insights & Analytics, suggest that even noncelebrants—54% of whom plan to shop holiday sales—may contribute to broader retail traffic during the Easter period.