UK Easter 2019

"UK Easter 2019", report forms part of GlobalData's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of British consumers for Easter. The report analyses the market, the major players, the main trends, and consumer attitudes.

The proportion of consumers purchasing for the Easter occasion (across both retail and leisure) rose in 2019 to reach 76.3% - a 4.0ppt increase on 2018, as consumers felt better off financially than this time last year, though compared with 2018 more consumers funded their spending using credit cards or by dipping into savings.

Scope

- Warmer temperatures and a later date for Easter in 2019 impacted consumer behaviour and Easter spending. While the proportion of consumers purchasing for Easter increased by 6.7ppts to 75.3%, this was driven by a significant increase in the proportion of consumers purchasing gifts for Easter, while the percentage of shoppers purchasing seasonal food and drink fell.

- Alternatives to traditional chocolate eggs helped boost penetration across Easter gifts. Penetration for full size everyday Easter eggs reached 53.1%, up 21.9ppts on 2018, and for luxury eggs penetration increased to 29.8%, as consumers with dietary requirements found more choice in both the everyday and luxury categories.

- A growing proportion of consumers are buying personalised Easter products - 28.0% of gifts and 37.5% of cards purchased were personalised this year.

Reasons to buy

- Use our in-depth consumer insight to learn which areas are most important to ensure that product offerings in the lead up to Easter cater to the needs and wants of customers.

- Understand what drives consumers to use a retailer for their purchases, such as quality, value for money and range in order to maximise sales potential.

- Use our in-depth analysis of the leading retailers over the Easter occasion in order to understand how to appeal shoppers and maximise market share.

Companies mentioned

Tesco

Sainsbury's

John Lewis

Aldi

L’Occitane

Lush

The Perfume Shop

Waitrose

Lindt

Thorntons

Next

Wilko

Marks & Spencer

Cards Galore

Clintons

Paperchase

Morrisons

ASDA ...

Tesco

Sainsbury's

John Lewis

Aldi

L’Occitane

Lush

The Perfume Shop

Waitrose

Lindt

Thorntons

Next

Wilko

Marks & Spencer

Cards Galore

Clintons

Paperchase

Morrisons

ASDA

Lidl

Hotel Chocolat

Co-op

Amazon

Card Factory

Poundland

Iceland

Farmfoods

Superdrug

notonthehighstreet.com

Montezuma

B&M

Majestic

IKEA

Home Bargains

Boots

The Body Shop

Avon

ASOS

B&Q

Debenhams

Costco

Argos

The Range

Card Market

Moonpig.com

WH Smith

Homebase

House of Fraser

Clas Ohlson

Wyevale

Wickes

Anthropologie

Etsy

Urban Outfitters

Cox & Cox

Primark

Littlewoods

Missguided

Adidas

The White Company

Dobbies

Robert Dyas

AO.com

Euronics

HMV

IKEA

TK Maxx

Table of Contents

Table of Contents

THE KEY FINDINGS

The Key Findings

Easter penetration rises overall, but warm weather dampens demand for traditional seasonal food

"The rise of ...

Table of Contents

THE KEY FINDINGS

The Key Findings

Easter penetration rises overall, but warm weather dampens demand for traditional seasonal food

"The rise of the alternative Easter egg drives Easter gift purchases

"

Personalised cards and fragrances present a growing opportunity for retailers

Trend insight - stores

Trend insight - online

CONSUMER ATTITUDES

Key findings

Buying dynamics

Financial wellbeing

Financial spending

Easter spending

Easter activities

Dining out choices

Dining in choices

Easter statements

Retailer selection

Retailer ratings - grocers

Retailer ratings - non-food retailers

SEASONAL FOOD & DRINK

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Retailer used

Spending

Buying dynamics

GIFTS

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Retailer used

Recipient

Average spend

Buying dynamics

SEASONAL ITEMS

Key findings

Retailer selection

Channel usage

Device usage

Fulfilment

Average spend

Retailer used

Buying dynamics

METHODOLOGY

Technical details: consumer survey work

List of Tables

List of Tables

Retailer ratings across key measures - grocers, 2019

Retailer ratings across key measures - non-food retailers, 2019

Products purchased - cake, chocolate & biscuits, 2018 ...

List of Tables

Retailer ratings across key measures - grocers, 2019

Retailer ratings across key measures - non-food retailers, 2019

Products purchased - cake, chocolate & biscuits, 2018 & 2019

Products purchased - fresh meat & vegetarian alternatives, 2018 & 2019

Products purchased - fruit & vegetables, 2018 & 2019

Products purchased - delicatessen products, 2018 & 2019

Products purchased - fish, 2018 & 2019

Products purchased - ready meals, 2018 & 2019

Products purchased - alcoholic drinks, 2018 & 2019

Products purchased - non-alcoholic drinks, 2018 & 2019

Products purchased - Easter eggs & confectionery, 2018 & 2019

Retailers used - Easter eggs & confectionery, 2018 & 2019

Products purchased - other gift food, 2018 & 2019

Retailers used - other gift food, 2018 & 2019

Products purchased - gift drink, 2018 & 2019

Retailers used - gift drink, 2018 & 2019

Products purchased - plants & flowers, 2018 & 2019

Retailers used - plants & flowers, 2018 & 2019

Products purchased - beauty & personal care, 2018 & 2019

Retailers used - beauty & personal care, 2018 & 2019

Products purchased - other non-food gifts, 2018 & 2019

Retailers used - other non-food gifts, 2018 & 2019

Products purchased - cards, 2018 & 2019

Retailers used - cards, 2018 & 2019

Products purchased - gift wrap & accessories, 2018 & 2019

Retailers used - gift wrap & accessories, 2018 & 2019

Products purchased - decorations, 2018 & 2019

Retailers used - decorations, 2018 & 2019

Products purchased - outdoor gardening products, 2018 & 2019

Retailers used - outdoor gardening products, 2018 & 2019

Products purchased - DIY & home improvement, 2018 & 2019

Retailers used - DIY & home improvement, 2018 & 2019

Products purchased - homewares, 2018 & 2019

Retailers used - homewares, 2018 & 2019

Products purchased - clothing, 2018 & 2019

Retailers used - clothing, 2018 & 2019

Products purchased - indoor plants & flowers, 2018 & 2019

Retailers used - indoor plants & flowers, 2018 & 2019

Products purchased - Electricals, 2018 & 2019

Retailers used - Electricals, 2018 & 2019

List of Figures

List of Figures

Easter 2019 shopper penetration (by demographic and by region) & 2018 shopper penetration

Easter shopper profile, by demographic & by region, 2019 ...

List of Figures

Easter 2019 shopper penetration (by demographic and by region) & 2018 shopper penetration

Easter shopper profile, by demographic & by region, 2019

Easter 2019 retail shopper penetration (by demographic and by region) & 2018 retail shopper penetration

Easter 2019 leisure shopper penetration (by demographic and by region) & 2018 leisure shopper penetration

Financial wellbeing compared to last year, 2018 & 2019

How consumers financed Easter spending, 2018 & 2019

Easter spending compared to last year, 2018 & 2019

The proportion of Easter spending on retail vs. leisure, 2018 & 2019

Easter activities undertaken, 2019, and ppt change on 2018

Easter dining out choices, 2018 & 2019

Easter dining in choices, 2018 & 2019

Agreement statements about Easter, 2019

Retailers that did the best job of promoting Easter, 2019

What's driving retailer selection (seasonal food & drink), 2019, and ppt change on 2018

Consumers using each channel for purchasing seasonal food & drink (browsed & purchased), 2019

Consumers using each store type for purchasing seasonal food & drink (browsed & purchased), 2019

Consumers using each device for purchasing seasonal food & drink (browsed & purchased), 2019

Fulfilment options for seasonal food & drink purchases made online, 2018 & 2019

Top 10 retailers shopped at for seasonal food & drink, 2018 & 2019

Top 10 retailers most shopped at for seasonal food & drink, 2018 & 2019

Seasonal food & drink spend, by retailer, 2019, and change on 2018 (£)

Easter 2019 seasonal food & drink penetration (by demographic) & 2018 seasonal food & drink penetration

Easter 2019 cakes, chocolate & biscuits penetration (by demographic) & 2018 cakes, chocolate & biscuits penetration

Easter 2019 fresh meat & vegetarian alternatives penetration (by demographic) & 2018 fresh meat & vegetarian alternatives penetration

Easter 2019 fruit & vegetables penetration (by demographic) & 2018 fruit & vegetables penetration

Easter 2019 delicatessen products penetration (by demographic) & 2018 delicatessen products penetration

Easter 2019 fish penetration (by demographic) & 2018 fish penetration

Easter 2019 ready meals penetration (by demographic) & ready meals penetration

Easter 2019 alcoholic drinks penetration (by demographic) & 2018 alcoholic drinks penetration

Easter 2019 non-alcoholic drinks penetration (by demographic) & 2018 non-alcoholic drinks penetration

Planned/impulse purchases (overall seasonal food & drink), 2018 & 2019

Planned/impulse purchases (seasonal food & drink categories), 2018 & 2019

What's driving retailer selection (gifts), 2019, and ppt change on 2018

Consumers using each channel for purchasing gifts (browsed & purchased), 2019

Consumers using each device for purchasing gifts (browsed & purchased), 2019

Consumers using each store type for purchasing gifts (browsed & purchased), 2019

Fulfilment options for gifts purchases made online, 2018 & 2019

Top 10 retailers shopped at for gifts, 2018 & 2019

Who consumers bought Easter gifts for, 2019, and ppt change on 2018

Average spend on gifting categories, 2019, and change on 2018 (£)

Easter 2019 gift penetration (by demographic) & 2018 gift penetration

Easter 2019 Easter eggs & confectionery penetration (by demographic) & 2018 Easter eggs & confectionery penetration

Easter 2019 other gift food penetration (by demographic) & 2018 other gift food penetration

Easter 2019 gift drink penetration (by demographic) & 2018 gift drink penetration

Easter 2019 plant & flowers penetration (by demographic) & 2018 plant & flowers penetration

Easter 2019 beauty & personal care penetration (by demographic) & 2018 beauty & personal care penetration

Easter 2019 other non-food gifts penetration (by demographic) & 2018 other non-food gifts penetration

Planned/impulse purchases (overall gifts), 2018 & 2019

Planned/impulse purchases (gift categories), 2018 & 2019

Personalisation (overall gifts), 2019 & 2018

Personalisation (gift categories), 2019 & 2018

What's driving retailer selection (seasonal items), 2019, and ppt change on 2018

Consumers using each channel for purchasing seasonal items (browsed & purchased), 2019

Consumers using each store type for purchasing seasonal items (browsed & purchased), 2019

Consumers using each device for purchasing seasonal items (browsed & purchased), 2019

Fulfilment options for seasonal items purchases made online, 2018 & 2019

Average spend on seasonal item categories, 2019, and change on 2018 (£)

Top 10 retailers shopped at for seasonal items, 2018 & 2019

Easter 2019 seasonal items penetration (by demographic) & 2018 seasonal items penetration

Easter 2019 cards penetration (by demographic) & 2018 cards penetration

Easter 2019 gift wrap & accessories penetration (by demographic) & 2018 gift wrap & accesories penetration

Easter 2019 decorations penetration (by demographic) & 2018 decorations penetration

Easter 2019 outdoor gardening products penetration (by demographic) & 2018 outdoor gardening products penetration

Easter 2019 DIY & home improvement penetration (by demographic) & 2018 DIY & home improvement penetration

Easter 2019 homewares penetration (by demographic) & 2018 homewares penetration

Easter 2019 clothing penetration (by demographic) & 2018 clothing penetration

Easter 2019 indoor plants & flowers penetration (by demographic) & 2018 indoor plants & flowers penetration

Easter 2019 electricals penetration (by demographic) & 2018 electricals penetration

Planned/impulse purchases (overall seasonal items), 2018 & 2019

Planned/impulse purchases (seasonal items categories), 2018 & 2019

Personalisation (overall seasonal items), 2019 & 2018

Personalisation (seasonal items categories), 2019 & 2018

    Pricing

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