Over 40% of Easter shoppers in the UK have said that they intend to spend more this year, leading to a projected total expenditure of £2.3bn. This uplift in spending is expected to be driven primarily by food & drink and luxury Easter egg purchases, according to an analysis by GlobalData.
With Easter Sunday falling on 20 April, three weeks later than last year, the Easter Intentions report suggests that retailers should prepare by promoting alcoholic beverages and outdoor goods amid the potential for a warmer bank holiday weekend.
The study highlights that Easter remains an important event for consumers, with shoppers planning to spend an average of £124.75 – £12.35 more than last year. Food & drink and gifting are expected to dominate spending, accounting for over 70% of shoppers’ Easter budgets. Purchases of luxury Easter eggs will boost gifting sales, with 46% of Easter gifting shoppers planning to buy these items this year.
Aliyah Siddika, Associate Retail Analyst at GlobalData, commented: “The UK consumers’ growing preference for luxury Easter eggs is strengthening year-on-year. The appeal of quality over quantity is driving this trend as luxury Easter eggs are more appealing to shoppers as they feature unique flavours and designs. Marks & Spencer is successfully capitalising on this preference ahead of the event, with its ‘Scrummy Bunny Munch Loaded Egg’, priced at £12.00, which is filled with treats such as pretzels and popcorn. This unique offering caters to those shoppers seeking an alternative to the traditional milk chocolate Easter egg.”
37% of consumers with children agree that they “plan to do more Easter-related activities this year”, an 8ppt increase on 2024. This enthusiasm by parents to seek out activity-based products to mark the occasion is expected to boost spending ahead of the event.
Siddika said: “While parents are eager to celebrate Easter with their families, they are also feeling the financial pinch and will be more selective about their spending. This creates an opportunity for retailers to offer products that not only enhance the Easter experience but also provide value for money.”
The report suggests that retailers should focus on Easter products that emphasise family time, such as DIY Easter craft kits, baking kits and at-home Easter egg hunts to encourage spending from parents of young children.
Siddika concluded: “The later date of Easter this year presents an extended opportunity for retailers to build momentum for the occasion. To keep shoppers engaged, retailers should reserve limited-time discounts and bundle deals for the week of Easter. Hosting Easter-themed events, such as instore egg hunts, crafting workshops, or cooking demonstrations closer to the occasion will also help to attract families and encourage impulse purchases.”
Related item: Cost Of Easter Rises As UK Chocolate, Lamb And Hot Cross Bun Prices Soar – Read the full article on The Guardian website
