Retailers set for eggcellent Easter, Savvy research

Brits will this year splash out £824 million on Easter related products, up 6.4% on 2017, with 50% of shoppers heading to the discounters.

That’s according to research by Savvy Marketing, involving 1,000 household shopping decision makers. Alastair Lockhart, Insight Director, comments: “While consumer confidence continues to wobble, the outlook for Easter looks encouraging for retailers. With almost 40% of us planning to spend more this year, our research supports a wider trend towards shoppers wanting the make the most of calendar events. Discounters are well placed to win, with half of us planning to buy meal ingredients from the likes of Aldi and Lidl. And while we expect premium will do well, savvy shoppers will be looking for value at every price – 74% tell us they know where they can find the best value eggs.”

He adds that the big supermarkets have scaled up premium ranges – “they will no doubt be hoping Easter will mirror the success they enjoyed for premium ranges at Christmas”. There have also been more Easter decorations in-store this year, building on range expansions over the past couple of years.