New research from the Australian Retailers Association (ARA) and Roy Morgan has found that despite cost-of-living pressures, 17.3 million Australians are estimated to spend $2.05 billion on hot cross buns, easter eggs or other special food this year, approximately $400 million more than in 2023.
Consumers in Victoria are set to spend the most on Easter food and chocolates, at $760 million and an average spend of $175 per person. New South Wales is tipped to spend $640 million, at an average of $114 per head.
Despite the increased spend overall, most Australians plan on spending broadly the same amount as last year (63 per cent), with almost a third planning to spend less (29 per cent) and just 8 per cent planning to spend more.
ARA CEO Paul Zahra said the overall spend had significantly increased largely due to Australia’s rapidly growing population.
“Roughly one million more people will be buying Easter treats this year, which coincides with Australia’s population growth of 2.4 per cent over the past year. While most Australians will be looking to spend the same or less as last year, the increase in our population has bolstered the overall spend significantly,” said Zahra.
Zahra added that Australians were under severe pressure due to the rising cost of living and interest rate hikes, but for many, Easter was still a time to relax and enjoy special time with family and friends.
“For many Australians, Easter is the last break before winter sets in, and a respite from an intense start to the year. Whilst shoppers are continuing to tighten their purse strings, these special occasions are a welcome time of indulgence,” said Zahra.
The 18-34 age bracket, those most likely to be treating Easter as a family occasion, will spend the most on treats at $800 million across the country, for an average spend of $136 per head. They are trailed by the 35-49 demographic, who will spend $560 million, or $122 per head.
The research, the ARA-Roy Morgan Snap SMS survey, was conducted with an Australian-wide cross-section of 2,350 Australians aged over 18 between 23 February and 28 February 2024. The full findings of the survey can be found here.
