If your Easter shopping feels a little more painful on the wallet this year, you’re not imagining things. According to the article “The Same Easter Budget Now Buys 40% Less Candy Than in 2020, InvestorsObserver Finds,” families are getting significantly less for their money when filling baskets. Rising costs, shrinking package sizes, and inflation have quietly turned a once-simple tradition into a budgeting challenge.
But here’s the good news: Easter doesn’t have to be expensive to be magical. With a few smart strategies, you can stretch your dollars, still treat your kids, and maybe even start some new traditions that matter more than chocolate.
🍬 Why Candy Costs More (and Feels Like Less)
Over the past few years, candy prices have climbed due to:
- Increased ingredient costs (like sugar and cocoa)
- Higher transportation and packaging expenses
- “Shrinkflation” — where products get smaller but cost the same (or more)
So even if your budget hasn’t changed, what you bring home definitely has.
How to Save Money on Easter This Year
1. Set a Budget First (and Stick to It)
Decide how much you want to spend before you shop. It’s easy to overspend when everything looks festive and fun.
2. Shop Early or After Holidays
- Buy Easter items early when sales start
- Or grab deeply discounted treats after Easter and save them for next year (non-perishables)
- I stock up for every holiday after the sales hit and it has made every year better as my collection of decor and gifts grows
3. Dollar Stores Are Your Best Friend
You can build an entire basket for a fraction of the cost compared to big retailers. The dollar store carries everything you need to create a super fun and exciting Easter egg hunt without breaking the bank.
4. Split and Portion Candy
Instead of giving full-sized items, divide treats into smaller portions. Kids won’t notice—and it lasts longer. We went to one egg hunt where each kid was given a certain colour egg to find out in the forest and that’s how they kept it fair and even.
5. Choose Quality Over Quantity
Instead of loading up on lots of cheap candy, pick a few really good treats your kids will truly enjoy. It feels more special and often reduces waste. I absolutely love to get my kids the gift of Purdys Chocolate once a year and they completely understand that this is a quality treat that costs significantly more.
Budget-Friendly Easter Basket Ideas
Here are some cheap but fun alternatives to fill baskets without breaking the bank:
Non-Candy Fillers
- Stickers
- Coloring books
- Crayons or markers
- Bubbles
- Sidewalk chalk
- Mini puzzles
- Playdough
- Hair accessories
- Small stuffed animals
Practical (But Fun!) Items
- Fun socks
- Pajamas
- Toothbrushes with characters
- Water bottles
- Sunglasses
Edible (But Not Just Candy)
- Popcorn
- Granola bars
- Fruit snacks
- Homemade baked goods
- Trail mix
Creative Alternatives to Candy
If you really want to cut back on candy (or avoid it altogether), try these ideas:
Easter Egg Hunt — With a Twist
Fill eggs with:
- Coins
- Coupons (extra screen time, movie night, pick dinner)
- Tiny toys
Experience-Based Easter
Instead of candy, gift:
- A movie night at home
- A family picnic
- A trip to a local park or petting zoo
- A “yes day” coupon
Bake Together
Make Easter treats as a family—cookies, cupcakes, or chocolate bark. It becomes a memory, not just a snack. We love to hide real coloured eggs and then after we find them we make devilled eggs out of the hard boiled eggs we found.
My bright and colourful devilled egg recipe.
Smart Candy Buying Tips
If candy is part of your Easter (because let’s be honest—it usually is!):
- Buy store brands—they often taste just as good
- Look for multi-pack deals
- Avoid impulse buys at checkout
- Compare price per gram—not just sticker price
- Stick to 1–2 “premium” treats instead of many low-quality ones
The Real Value of Easter
At the end of the day, kids don’t remember how much candy they got—they remember:
- The excitement of the hunt
- Time spent together
- The little surprises
- The traditions you build
Even with rising prices, Easter can still feel abundant—it just might look a little different. We can always find great ways to celebrate without spending a fortune.
Final Thoughts
Yes, it’s frustrating that the same Easter budget now buys less. But with a little creativity and intention, you can still create a holiday that feels full, joyful, and meaningful—without overspending. Try these great inexpensive ways to spend the holidays!
This year, focus on quality over quantity, experiences over excess, and memories over material things. Your wallet—and your kids—will thank you. 💛
Here is the article I read this morning by InvestorsObserver:
The Same Easter Budget Now Buys 40% Less Candy
Easter candy prices are up 67% since 2020, while household candy budgets have only risen 15%, significantly reducing families’ purchasing power at checkout.
Americans heading into Easter this year are paying far more for far less candy in their baskets, according to a new analysis from InvestorsObserver.
A review of five popular Easter candies sold at a major national retailer shows prices have risen 67% since 2020, even as average household Easter candy budgets have grown only about 15% over the same period.
That mismatch means a family of four spending the same roughly $93 Easter candy budget as in 2020 now walks away with about 40% less candy by weight.
To buy the same amount of candy by weight purchased in 2020, a household would need to increase spending from $93.20 to approximately $155 in 2026 — a $62 increase for identical product volume.
Why Prices Feel Like They Jumped Overnight
The disconnect stems from how price increases accumulated over time. Year-over-year changes appeared moderate — for instance, 0% in some periods, 12% in others, then 0% again, followed by 22%.
However, the cumulative effect tells a different story.
Between 2020 and 2026, the average price per ounce across five tracked Easter candies increased from $0.37 to $0.62.
The Easter aisle hasn’t escaped shrinkflation either.
One popular example: Cadbury Mini Eggs shrank from 10oz to 9oz in 2022 with no change in price.
In 2020, Easter candies ranged from $3.49 to $3.99 — a tight window that made it easy to spot good deals.
By 2026, that range expanded dramatically to $4.79 to $8.29, making it much harder for shoppers to determine what’s actually a fair price.
A Standout Example: Hershey’s Price Spike
The Hershey’s Milk Chocolate bar stands out as the most extreme case in the research, with a 107.8% increase in price per ounce over six years.
Interestingly, the package size never changed — shoppers still received the same 1.55-ounce bar — but the price fluctuated significantly:
- 2020: $3.99
- 2022: $6.39
- 2024: $5.49 (a temporary drop)
- 2025: $8.29 (highest point yet)
This research reveals a consistent pattern across brands: steady, incremental price changes that consumers absorbed without fully recognizing the total impact.
Methodology
This research tracked five top-selling Easter candies from 2020 to 2026 using Target.com prices sourced from the Wayback Machine and current listings. Products were selected based on Instacart’s bestseller data.
The InvestorsObserver research team calculated price-per-ounce changes and household budget impact using the National Retail Federation’s $23.30 per-person Easter candy spend in 2020.
Key limitations include:
- Single-retailer pricing
- Potential gaps in archived promotional data
About Sam Bourgi
Sam Bourgi is a finance analyst and researcher at InvestorsObserver, bringing over 13 years of expertise in financial markets, economics, and monetary policy.
His professional background spans the private, nonprofit, and public sectors, where he has held positions such as senior policy adviser, labor market analyst, and marketing director.
His research and market analysis have been referenced by leading institutions, including:
- U.S. Congress
- Department of Justice
- Chicago Board Options Exchange
- Bank for International Settlements
- Boston University Law Review
- Barron’s
- Forbes
Sam regularly appears on television, including Fox 5 DC (live), CBN, KFYR TV, 11Alive, and ABC30, and is quoted by media outlets such as Reuters, Bloomberg, SF Chronicle, and ZeroHedge.
About InvestorsObserver
InvestorsObserver is a trusted source of independent financial analysis, market insights, and investment research for individuals and institutions.
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