To unpack the key Easter retail trends shaping 2025, we spoke with some of Smollan’s experts on the ground:
- Lianne McKenzie, Account Director (UK)
- Dave Little, Client Executive (South Africa)
- Sahesh Siblall, Client Executive (South Africa)
Here’s what they observed, providing insight into how retailers can stay ahead and meet changing consumer demands.
Extended Shopping Periods and Late Purchasing Behaviour
The Easter season is becoming longer, with promotions beginning earlier. However, many shoppers are delaying purchases, waiting for last-minute deals in the final week before Easter. In 2025, a later Easter holiday extended the season even further, influencing retailer promotional strategies and inventory management. Some retailers who launched early promotions experienced depleted stock levels well before the holiday weekend, underscoring the importance of agile phasing and stock control.
Value-Driven Purchasing Dominates
Rising costs of living, including higher household bills and inflationary pressures in regions like the UK and South Africa, are making consumers more selective and value-conscious. Discounters are gaining market share as shoppers seek affordable options, while retailers respond with competitive pricing, extended promotions, and everyday low-price strategies. This “perfect storm” is driving both consumers and retailers to focus on affordable quality and price transparency.
Focus on Family Experiences and At-Home Activities
Consumers continue to prioritise experiences that foster family togetherness during Easter, fueling demand for products like Easter egg hunt kits, baking supplies, and DIY crafts. These affordable, meaningful experiences are increasingly seen as valuable alternatives to higher-cost entertainment.
Omnichannel Shopping and Digital Engagement
Online retail growth remains undeniable, with shoppers in both the UK and South Africa using digital platforms more than ever to browse, research, and buy Easter-related products.
- Social media plays a key role, inspiring shoppers through influencer content and retailer-led campaigns.
- Brands that successfully blend digital engagement with in-store experiences are capturing greater mindshare and market share.
While digital continues to rise, many consumers still prefer in-store shopping for tactile, novelty items like Easter eggs, underscoring the importance of true omnichannel retail strategies.
Challenges for Premium Confectionery
Rising cocoa prices are impacting premium chocolate brands, pushing some consumers towards more affordable alternatives. Retailers are increasingly stocking “chocolate-flavoured” products at lower price points, a trend that could challenge category perceptions and premium positioning.
Growth of Retailer-Owned Brands
Private-label brands are gaining traction as retailers look to control costs and offer high-quality, cost-effective alternatives. These house brands appeal to value-seeking consumers without compromising quality, while creating new competitive pressures for established suppliers around shelf space and pricing.
Looking Ahead to Easter 2026
The Easter retail trends of 2025 highlight how consumer expectations, economic pressures, and omnichannel opportunities are reshaping the seasonal retail landscape globally. To stay competitive, retailers must adopt intentional strategies that combine price competitiveness, digital engagement, and differentiated customer experiences.
By embracing these Easter retail insights and trends, brands and retailers can not only drive growth during seasonal periods but also build long-term loyalty and brand relevance for the future.
