Continuing a bumper year in shopper interest in events, like Valentine’s Day and Mother’s Day, Savvy estimates UK shoppers will spend £1.22bn overall celebrating Easter in 2021. This is an increase of 14% on 2020.
Easter eggs and food for breakfast, lunch and dinner are driving most of the growth, according to Savvy’s latest research and analysis. With lockdown restrictions easing, we expect many people are planning to meet with close friends and families in their gardens.
More shoppers are planning to decorate their homes for Easter this year, with spending on decorations up 28% to £56m. Many retailers have reported booming sales of decorations, including growing demand for Easter trees.
In other trends to watch out for, 59% of shoppers who plan to celebrate Easter want to buy sustainable Easter products, while 58% would rather buy Easter gifts from smaller and local stores. We also continue to see social media becoming increasingly important, not only as a source of Easter inspiration, but as a purchasing channel – especially for younger shoppers. Indeed, among 18-24 year olds, half expect to buy an Easter product that they have seen on social media.