Spring 2025 brought two key seasonal moments, Easter and Mother’s Day, that offered valuable insight into evolving shopper behaviours. While overall spend increased, the context of ongoing inflation and shifting priorities meant categories performed differently, and growth was often underpinned by changes in when and how shoppers chose to engage.
Easter 2025: Spending rises under pressure
Easter grocery sales reached £9.2 billion, up 4.9% year-on-year, with higher average prices accounting for much of that growth. Volume rose by just 1.3%, as shoppers paid more per item but bought fewer. Inflation in Easter-specific categories was especially sharp as hot cross buns rose 16.7% in price, and Easter confectionery followed closely at 14.1%. As a result, both categories lost volume and shoppers.
Despite this, the desire to celebrate remains. A record £109 million was spent on Easter confectionery in the final week, with nearly 30% of all grocery spend during the Easter period coming from promotions, driven largely by Tesco, Asda and Ocado. What’s changed is timing: more shoppers are locking in deals earlier, with the week two figures up significantly thanks in part to March payday.
Notably, fewer households engaged with Easter categories overall this year, a reflection of shrinking repertoires as shoppers reassess where to spend. This trend was particularly evident among financially stretched groups, who in previous years had contributed more heavily to seasonal treats. However, they are now showing signs of being priced out, especially in categories where inflation remains high. This is particularly stark in confectionery, where inflation continues to outpace grocery averages for the fourth period running.
Within core Easter categories, shopper choices reflect a more considered approach. Beef emerged as the protein of choice, outperforming lamb and pork, likely helped by a decline in its average price per volume. Demographic patterns also shaped category performance, as retirees and empty nesters were key to growth in hot cross buns, while younger families helped maintain momentum in confectionery, particularly Easter eggs.
Early movers gained ground
Retailers that gained share this Easter often did so by activating early and tailoring their promotional strategies to meet changing shopper behaviour. Asda, Morrisons and Waitrose all saw growth in Easter-related spend share, supported by earlier season engagement. While pricing strategies varied, ranging from promotional activity to full-price positioning, shoppers responded positively to the breadth of offer and timing. Across the market, supermarkets attracted 1.8 million additional shoppers in the three weeks leading up to Easter, while online and discounter channels saw more modest engagement with seasonal categories.
While Easter-focused activity delivered growth for many, it didn’t always align with broader grocery outcomes. For instance, while some retailers experienced increases in trips and shopper base, changes in average basket size shaped overall growth outcomes. This highlights the importance of maintaining consistency across the shopper journey to fully capitalise on seasonal engagement.
Mother’s Day: fewer shoppers with intentional spending
Mother’s Day told a similar story of value growth led by behaviour change. Food and drink spend rose 12.7% to £306 million, primarily through wine and boxed chocolate. But this value growth masked a decline in category participation. Shoppers were fewer, but they bought more, both in items and in spend per basket.
Tesco led in share gains, followed by Sainsbury’s and Morrisons. Other retailers, saw flatter performance in traditional Mother’s Day categories, reflecting broader shifts in shopper preferences and category engagement. That said, M&S found success in meal solutions, likely off the back of well-timed meal deal activations. It’s a trend that speaks to more intimate, at-home celebrations—another behavioural pivot in a post-pandemic, cost-conscious world. Flowers and cards declined year-on-year, though a handful of retailers like Card Factory and Lidl managed to grow their share in these areas.
Brands and promotions are driving value
Across both occasions, promotions were central to growth. But not all were created equal. Easter saw a 10ppt increase in deal-driven spend for confectionery compared to 2023. Brands led the charge, particularly in chocolate, where Lindt Lindor claimed the top spot and Cadbury retained three of the top five.
On Mother’s Day, multibuys surged across alcohol categories, with sparkling wine emerging as the star performer. Brands continued to dominate, though own-label fared better in sparkling than elsewhere.
Planning for 2026
Shoppers are changing, not just how they shop, but when and why. They’re selective, savvy and increasingly seeking value beyond price alone. For brands and retailers, the opportunity lies in getting ahead of these shifts:
- Timely activation is critical: those who win do so earlier each year.
- Promotions must be meaningful: it’s not just about price cuts, but relevance and accessibility.
- Product mix matters: shoppers are consolidating their repertoires and brands need to ensure they’re in the basket when it counts.
As health, affordability and convenience converge, the opportunity is clear: brands that act early, listen closely, and innovate smartly won’t just win Easter or Mother’s Day—they’ll earn shopper loyalty long after the celebration ends.
Explore the full findings in our on-demand webinar. Watch now to uncover the category, channel and demographic trends shaping 2026 planning.