The analyst Retail Easter Intentions 2025 report forms part of the Retail Occasions series, and offers a comprehensive overview of the retail occasion of Easter, analysing consumers' intentions for spending.
The proportion of consumers intending to participate in Easter 2025 has experienced a slight decline versus 2024. Despite this, almost 40% of consumers plan to spend more on the occasion this year, up versus 2024. Intentions to spend is up across all categories and despite the event being three weeks later than last year, consumers are already ahead on purchases of food & drink for the occasion. As momentum builds towards the Easter weekend, retailers must prioritise showcasing luxury eggs and confectionery share bags to boost consumer engagement with the event.
The proportion of consumers intending to participate in Easter 2025 has experienced a slight decline versus 2024. Despite this, almost 40% of consumers plan to spend more on the occasion this year, up versus 2024. Intentions to spend is up across all categories and despite the event being three weeks later than last year, consumers are already ahead on purchases of food & drink for the occasion. As momentum builds towards the Easter weekend, retailers must prioritise showcasing luxury eggs and confectionery share bags to boost consumer engagement with the event.
Scope
- Purchases of food & drink ahead of Easter are already outpacing 2024.
- Intentions to purchase gifts, food & drink, cards & gift wrap and other seasonal items have risen versus last year.
- Friends have overtaken siblings, grandchildren and other family as favoured recipients of Easter gifts this year.
Reasons to Buy
- Understand which products and categories consumers intend to purchase for Easter 2025.
- Find out what consumers are planning to do to celebrate Easter in 2025.
- Discover consumer opinions on Easter and how this differs by age and generation.
Table of Contents
- Penetration, spending intentions, consumer attitudes
- Methodology
- Technical details: Consumer survey work
- Proportion of all respondents that intend to buy an item for Easter, total (2024-2025), by demographic (2025) (%)
- Demographic profile of a Easter intended shopper (2025) (%)
- Top 15 activities consumers who intend to celebrate Easter are planning to do in 2025 (%)
- A comparison of ‘intention to buy’ and ‘already bought’, across Easter categories in 2025 (%)
- Categories consumers intend to purchase and have already purchased for Easter, 2024 & 2025 (%)
- Who consumers intend to purchase or have already purchased gifts for this Easter (2024 & 2025) (%)
- Gift categories Easter shoppers plan to purchase this Easter, by recipient 2025 (%)
- Gift categories Easter shoppers have already purchased this year, by recipient 2025 (%)
- Types of Easter eggs/confectionary consumers intend to purchase or have already purchased (%) 2024 & 2025
- Proportion of Easter intend/actual shoppers that plan to use/have already used the online channel, by age (%) 2025
- Proportion of Easter intend/actual shoppers that plan to use/have already used the instore channel, by age (%) 2025
- How consumers expect their spending on Easter to change in 2025, compared to 2024 (%)
- Whether consumers intend to spend more, the same, or less during Easter 2025, by gender (%)
- Whether consumers intend to spend more, the same, or less during Easter 2025, by age (%)
- How much consumers plan to spend on food & drink during Easter 2025 (%)
- How much consumers plan to spend on gifts during Easter 2025 (%)
- How much consumers plan to spend on cards & gift wrap during Easter 2025 (%)
- How much consumers plan to spend on other seasonal items during Easter 2025 (%)
- Average intended spend by category during Easter 2025 (£s), overall and by gender
- Agreement and disagreement with statements about Easter in 2025 (%)
- Agreement and disagreement with statements about Easter by total consumers and those with children, 2025 (%)
- Agreement and disagreement with statement “I plan to spend more on decorating my home for Easter this year compared to last year”, by age, 2025 (%)
