I grew up during the 60s and 70s and even then Easter had an element of children's celebration to eat jellybeans, various chocolate candy, dying eggs, songs about Peter Cottontail and the Easter Bunny delivering chocolate eggs wrapped in colorful foils along with possibly having an Easter egg hunt. We did get some new suits to wear to church on Easter Sunday and we had ham for dinner. Today a lot of churches welcome people wearing casual clothes and jeans.
Even now I don't sense Easter being anywhere near as commercialized as Christmas from a mass media point of view. I haven't seen any Toys R Us or Fischer Price commercials in my area. Having said that many adults in today's generation desire to spoil their children year round. Some throw annual full blown birthday parties for each child. We may have had one or possibly two depending on what month we born in and weather permitting. When adults went out for dinner, a movie, or a party they hired a teenage girl on the block to babysit.
Today people are offended if your invitation states no children. This was an era where every child addressed adults with the words Mr. or Ms. blah blah. This provided a built in buffer between how they addressed adults compared to how they addressed their peers. Today 5 year olds call every adult they meet by their first name. In some households the teens call the shots as parents strive to be their children's "best friends" even if it means going deep into debt.
From my point of view its the parents of today who have infused more materialism into every holiday and birthday celebration in a child's life.