In the run-up to Easter, what was once a humble tradition has turned into a budgeting puzzle for American families. The cost of a dozen eggs in the US hit a record $6.23 last month—almost double the long-term average. In cities like New York and New Jersey, shoppers are paying as much as $1 per egg. For many households, it’s no longer a case of a dozen eggs, but of whether any can be afforded at all.
Behind the spike is a complex mix of factors: inflation, lingering supply chain issues, and a devastating bout of bird flu that wiped out nearly 54 million egg-laying hens between October last year and March 2023. Though no new outbreaks have been reported in recent weeks, supply hasn't bounced back.
According to the Consumer Price Index, retail prices for eggs jumped 5.6% in just one week. Sky News also reported that despite falling wholesale prices, egg shelves remain costly—largely due to delays in price corrections at the consumer end.
And that’s before Easter even kicks in.
Marshmallows take the spotlight
But where eggs falter, marshmallows are having a moment. Kraft Heinz-owned Jet-Puffed has stepped in with a pastel-hued twist: its first-ever marshmallow decorating kit.
Described in a press release as a “festive, mess-free twist on egg decorating,” the $1.99 “Dip and Decorate Dozen” kit includes six colour packs, mini tongs, decorating pens, and a hefty 24-ounce bag of jumbo marshmallows—shaped like, and roughly the size of, large eggs. The kits are being sold exclusively online at Walmart and are restocked daily in the lead-up to the holiday.
“Parents are looking for ways to keep the time-honoured tradition alive without breaking the bank,” Jet-Puffed said.
The marshmallow kits are part of a broader wave of alternatives emerging across social media—DIY solutions that blend thrift with a sense of fun.
Potatoes, foil and painted rocks
The internet, never short on imagination, has come alive with budget Easter hacks. Painted rocks, dyed marshmallows, and even brightly coloured potatoes are making appearances on TikTok and Facebook.
One video shows a mum and child gently dunking marshmallows skewered on toothpicks into dye-filled cupcake trays, their finished creations neatly displayed on a glass plate. Another clip features a cheerful influencer transforming plain marshmallows into yellow chicks, complete with icing-dot eyes and orange M&M beaks.
“Finally a use for B-sized potatoes!!” one commenter joked, reacting to a potato-dyeing tutorial. Another summed it up in one word: “Cheaper.”
Kelly Friedl, a Chicago-based mother of two, opted out of traditional eggs altogether this year. She crafted “foil eggs” by wrapping cardboard ovals in silver foil, ready for decorating.
“Our mum used to buy three dozen eggs,” said Friedl, who runs a childcare company. “I don’t think we even ate all the eggs, but it’s the memory of doing something with your mum.”
A crafty Easter takes hold
Retailers have caught on quickly. Michaels, the arts and crafts chain, reported a 20% increase in sales for two of its egg craft kits compared to last year. Melissa Mills, the company’s senior vice president, said the shift suggests that consumers are “embracing the creativity.”
Walmart, the US’s largest retailer, also confirmed it has been stocking alternative Easter kits, such as plastic eggs paired with dye packets and even Play-Doh-filled shells, though it declined to share sales figures.
Paas, one of the leading makers of egg dye kits, told CNN that while 94% of Easter celebrants still plan to dye eggs, 78% say they’ll be dyeing fewer than in previous years. The cost is forcing people to scale back, even if they don’t abandon the tradition altogether.
Economic pressures crack open new habits
There is some light at the end of the aisle. The US Department of Agriculture reports that wholesale egg prices have dropped to around $3 per dozen, and the bird flu crisis seems to be stabilising. Still, it may take weeks for those savings to trickle down to shoppers.
The USDA noted that “demand from egg products manufacturers is mostly light,” as some businesses have stockpiled eggs during slower months.
In the meantime, the US has turned to foreign suppliers. Eggs are being imported from Europe—Poland, notably—despite high transport costs. Reports of egg smuggling from Mexico have also surfaced.
Trade tensions dating back to the Trump administration, particularly around tariffs and agricultural imports, continue to strain the supply side.
To make matters worse, the US Department of Justice has launched an investigation into alleged price-fixing by egg producers. Cal-Maine, the country’s largest egg producer, is cooperating with authorities.
A tradition worth keeping
Despite the economics, many families aren’t ready to let go of a cherished ritual.
“When it comes to the holidays, I’m not going to take that away from my kids because I have to spend two or three more dollars,” said Melissa Hunter, a mother of three from Illinois.
“It’s more important for them to see these traditions and to do them to bring us together,” she added.
Joe Ens, CEO of Signature Brands, the maker of Paas kits, said sales have surged 20% over last year. “We’ve already sold well over 10 million kits annually in past years,” he said, calling this season their most successful yet.
Egg dyeing, for many, is more than a seasonal craft—it's about connection. “Holiday traditions often offer a sense of normalcy and connection,” noted a consumer behaviour expert based in New York. “Even when costs rise, families find ways to preserve what matters most.”
Whether it’s marshmallows, foil, or humble potatoes taking the place of eggs this Easter, the message remains unchanged: people will find a way. The tools might change, but the joy of creating something together—especially during uncertain times—remains at the heart of it all.
(With inputs from AP)
Behind the spike is a complex mix of factors: inflation, lingering supply chain issues, and a devastating bout of bird flu that wiped out nearly 54 million egg-laying hens between October last year and March 2023. Though no new outbreaks have been reported in recent weeks, supply hasn't bounced back.
According to the Consumer Price Index, retail prices for eggs jumped 5.6% in just one week. Sky News also reported that despite falling wholesale prices, egg shelves remain costly—largely due to delays in price corrections at the consumer end.
And that’s before Easter even kicks in.
Marshmallows take the spotlight
But where eggs falter, marshmallows are having a moment. Kraft Heinz-owned Jet-Puffed has stepped in with a pastel-hued twist: its first-ever marshmallow decorating kit.
Described in a press release as a “festive, mess-free twist on egg decorating,” the $1.99 “Dip and Decorate Dozen” kit includes six colour packs, mini tongs, decorating pens, and a hefty 24-ounce bag of jumbo marshmallows—shaped like, and roughly the size of, large eggs. The kits are being sold exclusively online at Walmart and are restocked daily in the lead-up to the holiday.
“Parents are looking for ways to keep the time-honoured tradition alive without breaking the bank,” Jet-Puffed said.
The marshmallow kits are part of a broader wave of alternatives emerging across social media—DIY solutions that blend thrift with a sense of fun.
Potatoes, foil and painted rocks
The internet, never short on imagination, has come alive with budget Easter hacks. Painted rocks, dyed marshmallows, and even brightly coloured potatoes are making appearances on TikTok and Facebook.
One video shows a mum and child gently dunking marshmallows skewered on toothpicks into dye-filled cupcake trays, their finished creations neatly displayed on a glass plate. Another clip features a cheerful influencer transforming plain marshmallows into yellow chicks, complete with icing-dot eyes and orange M&M beaks.
“Finally a use for B-sized potatoes!!” one commenter joked, reacting to a potato-dyeing tutorial. Another summed it up in one word: “Cheaper.”
Kelly Friedl, a Chicago-based mother of two, opted out of traditional eggs altogether this year. She crafted “foil eggs” by wrapping cardboard ovals in silver foil, ready for decorating.
“Our mum used to buy three dozen eggs,” said Friedl, who runs a childcare company. “I don’t think we even ate all the eggs, but it’s the memory of doing something with your mum.”
A crafty Easter takes hold
Retailers have caught on quickly. Michaels, the arts and crafts chain, reported a 20% increase in sales for two of its egg craft kits compared to last year. Melissa Mills, the company’s senior vice president, said the shift suggests that consumers are “embracing the creativity.”
Walmart, the US’s largest retailer, also confirmed it has been stocking alternative Easter kits, such as plastic eggs paired with dye packets and even Play-Doh-filled shells, though it declined to share sales figures.
Paas, one of the leading makers of egg dye kits, told CNN that while 94% of Easter celebrants still plan to dye eggs, 78% say they’ll be dyeing fewer than in previous years. The cost is forcing people to scale back, even if they don’t abandon the tradition altogether.
Economic pressures crack open new habits
There is some light at the end of the aisle. The US Department of Agriculture reports that wholesale egg prices have dropped to around $3 per dozen, and the bird flu crisis seems to be stabilising. Still, it may take weeks for those savings to trickle down to shoppers.
The USDA noted that “demand from egg products manufacturers is mostly light,” as some businesses have stockpiled eggs during slower months.
In the meantime, the US has turned to foreign suppliers. Eggs are being imported from Europe—Poland, notably—despite high transport costs. Reports of egg smuggling from Mexico have also surfaced.
Trade tensions dating back to the Trump administration, particularly around tariffs and agricultural imports, continue to strain the supply side.
To make matters worse, the US Department of Justice has launched an investigation into alleged price-fixing by egg producers. Cal-Maine, the country’s largest egg producer, is cooperating with authorities.
A tradition worth keeping
Despite the economics, many families aren’t ready to let go of a cherished ritual.
“When it comes to the holidays, I’m not going to take that away from my kids because I have to spend two or three more dollars,” said Melissa Hunter, a mother of three from Illinois.
“It’s more important for them to see these traditions and to do them to bring us together,” she added.
Joe Ens, CEO of Signature Brands, the maker of Paas kits, said sales have surged 20% over last year. “We’ve already sold well over 10 million kits annually in past years,” he said, calling this season their most successful yet.
Egg dyeing, for many, is more than a seasonal craft—it's about connection. “Holiday traditions often offer a sense of normalcy and connection,” noted a consumer behaviour expert based in New York. “Even when costs rise, families find ways to preserve what matters most.”
Whether it’s marshmallows, foil, or humble potatoes taking the place of eggs this Easter, the message remains unchanged: people will find a way. The tools might change, but the joy of creating something together—especially during uncertain times—remains at the heart of it all.
(With inputs from AP)
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