Brits are eager to celebrate Easter with their families, though they will be more selective about their spending due to financial pressures, thus creating an opportunity for retailers to offer products provide value for money, suggests a recent report.
According to leading analyst GlobalData, over 40 per cent of UK Easter shoppers have reported that they intend to spend more this year, leading to a projected total expenditure of £2.3 billion.
This surge in spending will be driven primarily by food and drink and luxury Easter eggs purchases.
With Easter falling April 20, three weeks later than last year, retailers should prepare by promoting alcoholic beverages and outdoor furniture amid the potential for a warmer Easter bank holiday weekend.
This focus will further encourage consumers to engage in outdoor activities and social gatherings, says GlobalData.
GlobalData’s latest UK Easter Intentions report reveals that Easter remains an important event for consumers, with shoppers planning to spend an average of GBP124.75–GBP12.35 more than last year.
Food and drink and gifting are expected to dominate spending, accounting for over 70 per cent of shoppers' Easter budgets. Purchases of luxury Easter eggs will boost gifting sales, with 46 per cent of Easter gifting shoppers planning to buy these items this year.
Aliyah Siddika, Associate Retail Analyst at GlobalData comments, “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 capitalizing 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 per cent 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 continues, “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.”
Retailers must 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 concludes: “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.”
