The Easter 2025 report forms part of the analyst's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of British consumers on Easter. The report analyses the market, the major players, the main trends, and consumer attitudes.
The proportion of consumers participating in Easter (i.e., including those not actively spending on the event) rose this year. Shopper penetration, the proportion that did spend on the occasion, also increased, marking the highest level since 2019. This growth was fueled by increases in both retail and leisure penetration as nice weather and financial stability encouraged more to splurge.
The proportion of consumers participating in Easter (i.e., including those not actively spending on the event) rose this year. Shopper penetration, the proportion that did spend on the occasion, also increased, marking the highest level since 2019. This growth was fueled by increases in both retail and leisure penetration as nice weather and financial stability encouraged more to splurge.
Scope
- A desire to spend time with family and friends ensures more are celebrating Easter in 2025
- Gifting popularity wains as poor value for money in Easter eggs deters spending
- Easter activities bolster seasonal item spending as shoppers invest in decorations and Easter essentials
Reasons to Buy
- Identify the key retailers used by consumers to purchase Easter products across various categories, and what drives consumers to shop with these retailers
- Understand the most appealing Easter categories shopped for by consumers in 2025
- Understand which channels used by consumers are the most popular when shopping for Easter products
Table of Contents
- KEY FINDINGS
- Summary of Easter 2025
- The key findings
- A desire to spend time with family and friends ensures more are celebrating Easter in 2025
- Gifting popularity wains as poor value for money in Easter eggs deters spending
- Easter activities bolster seasonal item spending as shoppers invest in decorations and Easter essentials
- Trend insight - stores
- Trend insight - online
- CONSUMER ATTITUDES
- Participation dynamics
- Buying dynamics
- Financial wellbeing
- Easter spending
- Financing spending
- Easter activities
- Meal choices
- Takeaway cuisines
- Dining in choices
- Easter statements
- Retailer selection
- Retailer ratings - grocers
- Retailer ratings - non-food Retailers
- FOOD & DRINK
- Buying dynamics - food & drink overall
- Retailers used
- Retailer selection
- Buying dynamics (Consumers switching main Retailer)
- Retailer used (Consumers switched to)
- Channel usage
- Store type
- Device usage
- Fulfilment
- Average spend
- Buying dynamics (Categories)
- Planned/impulse
- GIFTS
- Buying dynamics - gifts overall
- Retailers used
- Recipient
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Average spend
- Buying dynamics (Categories)
- Planned/impulse
- Personalisation
- SEASONAL ITEMS
- Buying dynamics - seasonal items overall
- Retailers used
- Retailer selection
- Channel usage
- Store type
- Device usage
- Fulfilment
- Buying dynamics (Categories)
- Planned/impulse
- Personalisation
- Methodology
- Technical details: consumer survey work
- Retailer ratings across key measures - grocers, 2025
- Retailer ratings across key measures - non-food retailers, 2025
- Percentage point change, retailers shopped at for food & drink, 2024-2025
- Percentage point change, retailers most shopped at for food & drink, 2024-2025
- Percentage point change, retailers consumers switched to, 2024-2025
- Products purchased, cakes chocolates & biscuits, 2025 & 2024
- Products purchased, fresh meat & vegetarian alternatives, 2025 & 2024
- Products purchased, fruit & vegetables, 2025 & 2024
- Products purchased, alcoholic drinks, 2025 & 2024
- Products purchased, non-alcoholic drinks, 2025 & 2024
- Products purchased, breakfast foods, 2025 & 2024
- Products purchased, fish, 2025 & 2024
- Products purchased, delicatessen products, 2025 & 2024
- Products purchased, ready meals, 2025 & 2024
- Percentage point change retailers shopped at for gifts, 2024-2025
- Products purchased, Easter eggs & confectionery, 2025 & 2024
- Retailers used, Easter eggs & confectionery, 2025 & 2024
- Products purchased, other gift food, 2025 & 2024
- Retailers used, other gift food, 2025 & 2024
- Products purchased, other non-food gifts, 2025 & 2024
- Retailers used, other non-food gifts, 2025 & 2024
- Products purchased, gift drink, 2025 & 2024
- Retailers used, gift drink, 2025 & 2024
- Products purchased, plants & flowers, 2025 & 2024
- Retailers used, plants & flowers, 2025 & 2024
- Products purchased, beauty & personal care, 2025 & 2024
- Retailers used, beauty & personal care, 2025 & 2024
- Gift products bought on impulse, 2024 & 2025
- Gift products personalised, 2024 & 2025
- Percentage point change retailers shopped at for seasonal items, 2024-2025
- Products purchased, cards, 2025 & 2024
- Retailers used, cards, 2025 & 2024
- Products purchased, gift wrap & accessories, 2025 & 2024
- Retailers used, gift wrap & accessories, 2025 & 2024
- Products purchased, decorations, 2025 & 2024
- Retailers used, decorations, 2025 & 2024
- Products purchased, homewares, 2025 & 2024
- Retailers used, homewares, 2025 & 2024
- Products purchased, outdoor gardening products, 2025 & 2024
- Retailers used, outdoor gardening products, 2025 & 2024
- Products purchased, clothing, 2025 & 2024
- Retailers used, clothing, 2025 & 2024
- Products purchased, electrical goods, 2025 & 2024
- Retailers used, electrical goods, 2025 & 2024
- Products purchased, DIY & home improvement, 2025 & 2024
- Retailers used, DIY & home improvement, 2025 & 2024
- Products purchased, indoor plants & flowers, 2025 & 2024
- Retailers used, indoor plants & flowers, 2025 & 2024
- Seasonal items bought on impulse, 2024 & 2025
- Seasonal items personalised, 2024 & 2025
- Easter participation penetration (by demographic and region), 2025
- Easter shopper penetration (by demographic and region), 2025, 2024 & 2023
- Easter shopper profile (by demographic and region), 2025
- Easter retail penetration (by demographic and region), 2025, 2024 & 2023
- Easter leisure penetration (by demographic and region), 2025, 2024 & 2023
- Financial wellbeing compared to last year, 2025 & 2024
- How consumers Easter spending compared to last year, 2025 & 2024
- How consumers financed Easter spending, 2025 & 2024
- Easter spending on retail and leisure, 2025 & 2024
- Easter activities undertaken, 2025, and change on 2024
- Easter meal choices, 2025 & 2024
- Easter takeaway cuisines, 2025 & 2024
- Easter dining in choices, 2025 & 2024
- Agreement & disagreement statements about Easter, 2025, and change on 2024
- Success of retailers at promoting or communicating Easter deals, 2025, and change on 2024
- Retail drivers by category, 2025
- Overall food & drink penetration 2025 (by demographic) and 2024, 2023 penetration
- Retailers shopped at for food & drink, 2025 & 2024
- Retailers most shopped at for food & drink, 2025 & 2024
- Drivers of food & drink retailer selection, 2025, and change on 2024
- Consumers switching from their usual main retailer 2025 (by demographic) and 2024
- Retailers consumers switched to, 2025 & 2024
- Consumers using each channel for food & drink, 2025 & 2024
- Consumers using each physical store type for food & drink, 2025 & 2024
- Consumers using each device for food & drink purchases, 2025 & 2024
- Consumers using each fulfilment option for food & drink, 2025 & 2024
- Easter food & drink average spend, 2025 & change on 2024
- Cakes, chocolates & biscuits 2025 (by demographic) and 2024, 2023 penetration
- Fresh meat & vegetarian alternatives 2025 (by demographic) and 2024, 2023 penetration
- Fruit & vegetables 2025 (by demographic) and 2024, 2023 penetration
- Alcoholic drinks 2025 (by demographic) and 2024, 2023 penetration
- Non-alcoholic drinks 2025 (by demographic) and 2024, 2023 penetration
- Breakfast foods 2025 (by demographic) and 2024, 2023 penetration
- Fish 2025 (by demographic) and 2024, 2023 penetration
- Delicatessen products 2025 (by demographic) and 2024, 2023 penetration
- Ready meals 2025 (by demographic) and 2024, 2023 penetration
- Overall food & drink planned/impulse purchases, and by category, 2025
- Overall gifts penetration 2025 (by demographic) and 2024, 2023 penetration
- Retailers shopped at for gifts, 2025 & 2024
- Who consumers bought Easter gifts for, 2025, and change on 2024
- Drivers of gifts retailer selection, 2025, and change on 2024
- Consumers using each channel for gifts, 2025 & 2024
- Consumers using each physical store type for gifts, 2025 & 2024
- Consumers using each device for gifts purchases, 2025 & 2024
- Consumers using each fulfilment option for gifts, 2025 & 2024
- Easter gifts average spend, 2025 & change on 2024
- Easter eggs & confectionery 2025 (by demographic) and 2024, 2023 penetration
- Top 15 brands consumers bought Easter eggs & confectionery gifts from, 2025 & 2024
- Other gift food 2025 (by demographic) and 2024, 2023 penetration
- Other non-food gifts 2025 (by demographic) and 2024, 2023 penetration
- Gift drink 2025 (by demographic) and 2024, 2023 penetration
- Plants & flowers 2025 (by demographic) and 2024, 2023 penetration
- Beauty & personal care 2025 (by demographic) and 2024, 2023 penetration
- Overall gifts planned/impulse purchases, and by category, 2025
- Overall gifts personalisation, and by category, 2025
- Overall seasonal items penetration 2025 (by demographic) and 2024, 2023 penetration
- Retailers shopped at for seasonal items, 2025 & 2024
- Drivers of seasonal items retailer selection, 2025, and change on 2024
- Consumers using each channel for seasonal items, 2025 & 2024
- Consumers using each physical store type for seasonal items, 2025 & 2024
- Consumers using each device for seasonal items purchases, 2025 & 2024
- Consumers using each fulfilment option for seasonal items, 2025 & 2024
- Average spend on Easter seasonal products, 2025, and change on 2024
- Cards 2025 (by demographic) and 2024, 2023 penetration
- Gift wrap & accessories 2025 (by demographic) and 2024, 2023 penetration
- Decorations 2025 (by demographic) and 2024, 2023 penetration
- Homewares 2025 (by demographic) and 2024, 2023 penetration
- Outdoor gardening products 2025 (by demographic) and 2024, 2023 penetration
- Clothing 2025 (by demographic) and 2024, 2023 penetration
- Electrical goods 2025 (by demographic) and 2024, 2023 penetration
- DIY & home improvement 2025 (by demographic) and 2024, 2023 penetration
- Indoor plants & flowers 2025 (by demographic) and 2024, 2023 penetration
- Overall seasonal items planned/impulse purchases, and by category, 2025
- Overall seasonal items personalisation, 2025
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Adidas
- Aldi
- Amazon
- Argos
- ASDA
- B&M
- B&Q
- Boohoo.com
- Boots
- Budgens
- Card Factory
- Clintons
- Co-op
- Crocus
- Dunelm
- Funkypigeon
- H&M
- Home Bargains
- Homebase
- Hughes
- Iceland
- IKEA
- JD Sports
- John Lewis & Partners
- Kate Spade
- Lidl
- Littlewoods
- Local florist
- Local garden centre
- Marks & Spencer
- Marks Electricals
- Matalan
- Morrisons
- Next
- Poundland
- Poundstretcher
- Primark
- Rciher Sounds
- Sainsbury's
- Shein
- Shoe Zone
- Sports Direct
- Superdrug
- Tesco
- The Body Shop
- The Range
- The Works
- TK Maxx
- Travis Perkins
- Waitrose & Partners
- WH Smith
- Zara
