According to research by shopper marketing agency, Savvy, Easter spending has been estimated to hit £775m this year, a rise of 3.7% on 2015.
Alastair Lockhart, insight director at Savvy Marketing said: “Sales of chocolate eggs are set to outperform this year, contributing to overall Easter market growth.
“While the core mid-market for eggs remains incredibly competitive on price, especially as value retailers continue to scale up their Easter offers, demand for premium eggs looks set to build on the momentum set by the likes of Marks and Spencer and Hotel Chocolat last year.”
Other key findings from the research include:
- 79% of shoppers are planning to purchase Easter eggs this year
- 32% are planning to purchase Easter products and cards at the last minute
- 34% said they’d be trading up to purchase more expensive food and drinks for the Easter weekend
- 42% said they would be shopping at a discounter for Easter eggs and dinner ingredients
- when asked what shoppers expected from retailers, top of the wish list this Easter was in-store food sampling (47%)
Lockhart continues: “Also of note for 2016, it’s interesting to see that shoppers are planning specific visits to the discounters this Easter. Aldi in particular is delivering bigger events, supported by growing ranges and stronger in-store execution.
“The big question this year is whether an early Easter – where many schools will be open between Easter weekend and the Easter holidays – will dampen shopper enthusiasm. We expect many shoppers will leave their shopping to Good Friday and Saturday.”