Insight: A Bumper Easter Basket Predicted – Savvy Marketing


Easter infographic

New research from retail and shopper marketing agency, Savvy, has revealed Easter spending plans for UK shoppers. The survey (of 1,000 household shopping decision makers) indicates 64 percent will celebrate the event and that we’ll see a spending increase of 6.5 percent on 2018 figures – to £877m.

Alastair Lockhart, insight director at Savvy Marketing comments: “Easter falls late this year, giving shoppers extra time to prepare for the holiday weekend. This combined with better online inspiration and retailers’ scaling up investment in the event is set to boost Easter spending by 6.5 percent to reach £877m. Easter Eggs account for £188m in sales, reflecting a continuation of the trend to more premium eggs that we’ve seen over recent years. That said, many of us will be on the lookout for bargains. 70 percent of Easter shoppers tell us they know where they can find the best value eggs this year and almost half of us will be heading to a discounter to shop for food and Easter eggs.”



Key research findings from the shoppers who do plan to celebrate Easter (64 percent of UK shoppers):


  • Attitudes towards the event:
    • Fewer men will be involved in celebrating Easter than women – 60 compared with 67 percent respectively.
    • Shoppers in the midlands are the least likely to get involved in marking the occasion – 62 percent. Those residing in the South East are the most likely to get involved – 68 percent.
    • 75 percent of Easter shoppers look forward to the event and 73 percent say that they are looking forward to spending time with their families at Easter. 74 percent also view it as a special occasion.


  • How will shoppers who are planning to celebrate Easter be spending?
    • 37 percent are planning on spending more on Easter goods this year.
    • 70 percent say that they know where they can find the best value eggs.
    • 57 percent said they didn’t mind spending more to make the Easter weekend special.
    • Planning in advance what they’ll be buying for Easter weekend appeals to 56 percent of shoppers – though 16 percent admitted that they would be leaving things to the last minute.
    • 49 percent will be heading to the discounters for eggs and to buy dinner ingredients.
    • Trading up to purchase more expensive food and drinks for the Easter weekend was on the cards for 44 percent of shoppers.
    • Buying personalised gifts for Easter was of interest to 39 percent of shoppers.
    • 32 percent will be going away at Easter this year.


  • Changes afoot with younger shoppers?
    • Shoppers aged 18-34 are now less likely to buy Easter Eggs than other age groups, but are more likely to be purchasing chocolate or Easter cake. Likewise, where many shoppers look to buy ingredients for a roast dinner, this age group are more interested in a different meal.
    • Younger shoppers are the ones most likely to look forward to Easter (84 percent) and are also the most likely to be going away for the occasion (66 percent).
    • These young shoppers are also much more likely to be seeking out inspiration for ideas from social media than any other age group.


  • What will Easter shoppers be buying?
    • Easter eggs top the list – with 79 percent of Easter shoppers making purchases.
    • In second place (31 percent) is chocolate and in third place (26 percent) is the ingredients for a roast dinner. Buying an Easter cake was of interest to 23 percent of shoppers.
    • In terms of drinks, 23 percent said they would be purchasing wine to mark the special occasion and 19 percent said they would be buying in soft drinks. Beer (13 percent), spirits (11 percent) and champagne/sparkling wine (10 percent) were also on shoppers lists.
    • Outside of food purchases, 19 percent of shoppers said they would be looking for Easter cards and 12 percent would be purchasing cuddly toys. Games, such as egg hunts at home, baking kits and making kits e.g. bonnets and bunting also featured on shoppers lists although less frequently.
    • Just eight percent said they wouldn’t be buying any products to celebrate the occasion.


  • What do Easter shoppers expect from retailers?
    • Topping the wish lists this Easter with 46 percent, was instore food sampling.
    • Instore egg hunts tied with new ideas to try (recipes etc) to take second place – both with 30 percent of shoppers keen to see this. This was of particular interest to those aged 18-34 – twice as many as any other age group (44 percent).
    • A chance to have a selfie with an Easter bunny instore got the vote from 23 percent of shoppers.
    • 19 percent of shoppers said they’d like some inspiration on things to do with the kids closely followed by badges and stickers for children instore (18 percent).
    • Online games and competitions was of interest to 17 percent of shoppers.


  • Where are Easter shoppers looking for inspiration this year?
    • Supermarkets are the most listed place for ideas – with 55 percent of shoppers on the hunt for inspiration here. In second place with 22 percent, was Google. Facebook came in third place – 20 percent.
    • A grocery retailer’s website and Pinterest was the go-to place for 18 percent of shoppers and word of mouth (e.g. friends and family) was how 15 percent would be getting ideas.


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