United Kingdom (UK) Easter Market Analysis, Trends, Consumer Attitudes, Buying Dynamics and Key Players, 2023 Update

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The United Kingdom (UK) easter market report analysis, trends, consumer attitudes, buying dynamics and major players, 2023 update market research report forms part of GlobalData’s retail occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of the UK consumers for Easter. The report analyses the major players, the main trends, and consumer attitudes.

Key Segments Food & Drink, Gifts, and Seasonal Items.
Key Meal Choices Family Type Restaurant (E.G. Pizza Express), Pub or Bar, Fast Food Restaurant (E.G. Mcdonalds), Fine Dining Restaurant, Cafe, Coffee Shop, Street Food Market, and Hotel
Key Takeaway Cuisines Chinese, Pizza, Indian, Fish & Chips, Kebab, Burgers, Japanese Turkish, Mexican, Greek, Other Italian (Excl. Pizza), Persian, and Thai

The UK Easter Market Dynamics

Despite current macroeconomic challenges putting pressure on consumer disposable incomes, the proportion of UK consumers that stated they bought something for Easter this year increased when compared to 2022. However, the percentage of people spending money on retail has decreased.

Instead, there was a shift towards consumers spending on leisure this Easter, including on takeaways, and going out. Retailers should capitalise on this trend by focusing on selling gift cards that promote experiences, such as dine out, family day trips, or offering similar rewards through their loyalty schemes to incentivise spend.

Furthermore, grocers are losing out to discounters as consumers trade down this Easter. Rather than foregoing Easter celebrations this year, consumers have opted to celebrate the occasion on a small budget and the discounters have reaped the benefits as consumers traded down and switched away from mid-market players. For this purpose, mid-market retailers must emphasise loyalty scheme discounts for shoppers during the occasion to limit consumers moving away.

The UK Easter Market by Major Segments

The key segments of the UK Easter market are food & drink, gifts, and seasonal items. Gifts had the highest share in 2023.

Food & drink:

 This segment is further divided into nine categories: cakes, chocolates & biscuits, fresh meat & vegetarian alternatives, fruit & vegetables, alcoholic drinks, non-alcoholic drinks, breakfast food, fish, delicatessen products, and ready meals. Tesco was the most preferred retailer for purchasing food & drink items followed by ASDA. The top 3 preferred stores for purchasing food & drink items were supermarkets, convenience store retailers, and value & discount retailers. Moreover, the most preferred device for purchasing food & drink items was mobile followed by laptop/desktop and tablets.

Gifts:

 This segment is further divided into six categories: easter eggs & confectionery, gift drink, plants & flowers, beauty & personal care, other gift food, and other non-food gifts. Tesco was the most preferred retailer for purchasing gifts followed by ASDA. Supermarkets were the most preferred store type for purchasing gifts followed by convenience store retailers, and value & discount retailers. Moreover, the most preferred device for purchasing gifts was laptops/desktops followed by mobile and tablets.

Seasonal items:

 This segment is further divided into nine categories: cards, gift wrap & accessories, outdoor gardening products, decorations, indoor plants & flowers, DIY & home improvement, clothing, homewares, and electrical goods. Tesco was the most preferred retailer for purchasing seasonal items followed by ADSA. Supermarkets were the most preferred store type for purchasing seasonal items. Furthermore, devices like mobile, laptops/desktops, and tablets were used for purchasing them.

The UK Easter Market Analysis by Segments

The UK Easter Market Analysis by Segments

For more segment insights on the UK Easter market, download a free report sample

The UK Easter Market, by Meal Choices

Family type restaurant (e.g. pizza express), pub or bar, fast food restaurant (e.g. Mcdonalds), fine dining restaurant, cafe, coffee shop, street food market, and hotel. Family type restaurant (e.g. pizza express) has the highest share in the UK Easter market.

The UK Easter Market, by Takeaway Cuisines

Chinese, Pizza, Indian, fish & chips, kebab, burgers, Japanese Turkish, Mexican, Greek, other Italian (excl. Pizza), Persian, and Thai are the key takeaway cuisines. Chinese has the highest share in the UK Easter market in 2022.

Key Highlights

Shopper penetration levels up as consumers spend more on leisure at the expense of retail

Celebrating at home more prevalent in 2023 amid cost-of-living concerns

Grocers lose out to discounters as consumers trade down this Easter

Reasons to Buy

  • Identify the key retailers used by consumers to purchase products for Easter across the various categories.
  • Understand the key drivers which consumers rate as the most important when choosing which retailers to shop for across different product categories, and which ones need to be improved on by retailers to boost appeal to Easter shoppers.
  • Identify the different channels used by consumers to purchase Easter products, and which product categories are most shopped for online or instore.
  • Understand how consumers navigated the cost-of-living-crisis this year

Aldi
Amazon
Apple
Argos
ASDA
B&M
B&Q
Beauty Bay
Boots
Card Factory
Clintons
Co-op
Crocus
Currys
Dunelm
Gettingpersonal
H&M
Home Bargains
Iceland
IKEA
John Lewis & Partners
Lidl
Marks & Spencer
Monsoon
Moonpig
Morrisons
New Look
Next
Nike
Original Factory Shop
Poundland
Primark
River Island
Sainsbury's
Sephora
Superdrug
Tesco
The Body Shop
The Range
TK Maxx
Very
Waitrose & Partners
WH Smith
Wickes
Wilko
Zara

Table of Contents

THE KEY FINDINGS

Easter spending

Headlines

Shopper penetration levels up as consumers spend more on leisure at the expense of retail

Celebrating at home more prevalent in 2023 amid cost-of-living concerns

Grocers lose out to discounters as consumers trade down this Easter

Trend insight – stores

Trend insight – online

CONSUMER ATTITUDES

Participation dynamics

Buying dynamics

Financial wellbeing

Easter spending

Financing spending

Easter activities

Meal choices

Takeaway cuisines

Dining in choices

Easter statements

Retailer selection

Retailer ratings – grocers

Retailer ratings – non-food Retailers

FOOD & DRINK

Buying dynamics – food & drink overall

Retailers used

Retailer selection

Buying dynamics (Consumers switching main Retailer)

Retailer used (Consumers switched to)

Channel usage

Store type

Device usage

Fulfilment

Average spend

Buying dynamics (Categories)

Planned/impulse

GIFTS

Buying dynamics – gifts overall

Retailers used

Recipient

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Average spend

Buying dynamics (Categories)

Planned/impulse

Personalisation

SEASONAL ITEMS

Buying dynamics – seasonal items overall

Retailers used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Buying dynamics (Categories)

Planned/impulse

Personalisation

METHODOLOGY

Technical details: consumer survey work

Table

Retailer ratings across key measures – grocers, 2023

Retailer ratings across key measures – non-food retailers, 2023

Percentage point change, retailers shopped at for food & drink, 2022-2023

Percentage point change, retailers most shopped at for food & drink, 2022-2023

Percentage point change, retailers consumers switched to, 2022-2023

Products purchased, cakes chocolates & biscuits, 2023 & 2022

Products purchased, fresh meat & vegetarian alternatives, 2023 & 2022

Products purchased, fruit & vegetables, 2023 & 2022

Products purchased, alcoholic drinks, 2023 & 2022

Products purchased, non-alcoholic drinks, 2023 & 2022

Products purchased, breakfast foods, 2023 & 2022

Products purchased, fish, 2023 & 2022

Products purchased, delicatessen products, 2023 & 2022

Products purchased, ready meals, 2023 & 2022

Percentage point change retailers shopped at for gifts, 2022-2023

Products purchased, Easter eggs & confectionery, 2023 & 2022

Retailers used, Easter eggs & confectionery, 2023 & 2022

Products purchased, other gift food, 2023 & 2022

Retailers used, other gift food, 2023 & 2022

Products purchased, other non-food gifts, 2023 & 2022

Retailers used, other non-food gifts, 2023 & 2022

Products purchased, gift drink, 2023 & 2022

Retailers used, gift drink, 2023 & 2022

Products purchased, plants & flowers, 2023 & 2022

Retailers used, plants & flowers, 2023 & 2022

Products purchased, beauty & personal care, 2023 & 2022

Retailers used, beauty & personal care, 2023 & 2022

Percentage point change retailers shopped at for seasonal items, 2022-2023

Products purchased, cards, 2023 & 2022

Retailers used, cards, 2023 & 2022

Products purchased, gift wrap & accessories, 2023 & 2022

Retailers used, gift wrap & accessories, 2023 & 2022

Products purchased, decorations, 2023 & 2022

Retailers used, decorations, 2023 & 2022

Products purchased, homewares, 2023 & 2022

Retailers used, homewares, 2023 & 2022

Products purchased, outdoor gardening products, 2023 & 2022

Retailers used, outdoor gardening products, 2023 & 2022

Products purchased, clothing, 2023 & 2022

Retailers used, clothing, 2023 & 2022

Products purchased, electrical goods, 2023 & 2022

Retailers used, electrical goods, 2023 & 2022

Products purchased, DIY & home improvement, 2023 & 2022

Retailers used, DIY & home improvement, 2023 & 2022

Products purchased, indoor plants & flowers, 2023 & 2022

Retailers used, indoor plants & flowers, 2023 & 2022

Figures

Chart of the month, healthy Easter egg alternatives, 2023 & 2022

Easter participation penetration (by demographic and region), 2023

Easter shopper penetration (by demographic and region), 2023, 2022 & 2021

Easter shopper profile (by demographic and region), 2023

Easter retail penetration (by demographic and region), 2023, 2022 & 2021

Easter leisure penetration (by demographic and region), 2023, 2022 & 2021

Financial wellbeing compared to last year, 2023 & 2022

How consumers Easter spending compared to last year, 2023 & 2022

How consumers financed Easter spending, 2023 & 2022

Easter spending on retail and leisure, 2023 & 2022

Easter activities undertaken, 2023, and change on 2022

Easter meal choices, 2023 & 2022

Easter takeaway cuisines, 2023 & 2022

Easter dining in choices, 2023 & 2022

Agreement & disagreement statements about Easter, 2023, and change on 2022

Success of retailers at promoting or communicating Easter deals, 2023, and change on 2022

Retail drivers by category, 2023

Overall food & drink penetration 2023 (by demographic) and 2022, 2021 penetration

Retailers shopped at for food & drink, 2023 & 2022

Retailers most shopped at for food & drink, 2023 & 2022

Drivers of food & drink retailer selection, 2023, and change on 2022

Consumers switching from their usual main retailer 2023 (by demographic) and 2022

Retailers consumers switched to, 2023 & 2022

Consumers using each channel for food & drink, 2023 & 2022

Consumers using each physical store type for food & drink, 2023 & 2022

Consumers using each device for food & drink purchases, 2023 & 2022

Consumers using each fulfilment option for food & drink, 2023 & 2022

Easter food & drink average spend, 2023 & change on 2022

Cakes, chocolates & biscuits 2023 (by demographic) and 2022, 2021 penetration

Fresh meat & vegetarian alternatives 2023 (by demographic) and 2022, 2021 penetration

Fruit & vegetables 2023 (by demographic) and 2022, 2021 penetration

Alcoholic drinks 2023 (by demographic) and 2022, 2021 penetration

Non-alcoholic drinks 2023 (by demographic) and 2022, 2021 penetration

Breakfast foods 2023 (by demographic) and 2022, 2021 penetration

Fish 2023 (by demographic) and 2022, 2021 penetration

Delicatessen products 2023 (by demographic) and 2022, 2021 penetration

Ready meals 2023 (by demographic) and 2022, 2021 penetration

Overall food & drink planned/impulse purchases, and by category, 2023 & 2022

Overall gifts penetration 2023 (by demographic) and 2022, 2021 penetration

Retailers shopped at for gifts, 2023 & 2022

Who consumers bought Easter gifts for, 2023, and change on 2022

Drivers of gifts retailer selection, 2023, and change on 2022

Consumers using each channel for gifts, 2023 & 2022

Consumers using each physical store type for gifts, 2023 & 2022

Consumers using each device for gifts purchases, 2023 & 2022

Consumers using each fulfilment option for gifts, 2023 & 2022

Easter gifts average spend, 2023 & change on 2022

Easter eggs & confectionery 2023 (by demographic) and 2022, 2021 penetration

Top 15 brands consumers bought Easter eggs & confectionery gifts from, 2023 & 2022

Other gift food 2023 (by demographic) and 2022, 2021 penetration

Other non-food gifts 2023 (by demographic) and 2022, 2021 penetration

Gift drink 2023 (by demographic) and 2022, 2021 penetration

Plants & flowers 2023 (by demographic) and 2022, 2021 penetration

Beauty & personal care 2023 (by demographic) and 2022, 2021 penetration

Overall gifts planned/impulse purchases, and by category, 2023 & 2022

Overall gifts personalisation, and by category, 2023 & 2022

Overall seasonal items penetration 2023 (by demographic) and 2022, 2021 penetration

Retailers shopped at for seasonal items, 2023 & 2022

Drivers of seasonal items retailer selection, 2023, and change on 2022

Consumers using each channel for seasonal items, 2023 & 2022

Consumers using each physical store type for seasonal items, 2023 & 2022

Consumers using each device for seasonal items purchases, 2023 & 2022

Consumers using each fulfilment option for seasonal items, 2023 & 2022

Average spend on Easter seasonal products, 2023, and change on 2022

Cards 2023 (by demographic) and 2022, 2021 penetration

Gift wrap & accessories 2023 (by demographic) and 2022, 2021 penetration

Decorations 2023 (by demographic) and 2022, 2021 penetration

Homewares 2023 (by demographic) and 2022, 2021 penetration

Outdoor gardening products 2023 (by demographic) and 2022, 2021 penetration

Clothing 2023 (by demographic) and 2022, 2021 penetration

Electrical goods 2023 (by demographic) and 2022, 2021 penetration

DIY & home improvement 2023 (by demographic) and 2022, 2021 penetration

Indoor plants & flowers 2023 (by demographic) and 2022, 2021 penetration

Overall seasonal items planned/impulse purchases, and by category, 2023 & 2022

Overall seasonal items personalisation, 2023 & 2022

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