Easter 2025, which fell on Sunday, April 20th, brought a welcome lift to UK retail. With better weather, school holidays, and increased consumer confidence, retailers across the country saw a 7.4% increase in seasonal sales compared to 2024.
Early Campaigns & Smart Timing
Retailers launched Easter promotions as early as beginning of March, capitalising on the gap between Valentine’s Day and the spring bank holidays. This extended timeline gave brands more room to roll out discounts, content, and events.
In-Store Meets Online
Consumers showed strong interest in blended shopping experiences. While e-commerce remained strong, many brands successfully drove footfall with in-store exclusives, Easter egg hunts, and interactive family events. Some even used augmented reality to add fun to the high street.
What Shoppers Bought
Top-performing categories this year included:
- Confectionery: Premium Easter eggs and handmade chocolates.
- Fashion: Spring collections, kids’ clothing, and occasion wear.
- Home & Garden: Outdoor décor and furniture, timed perfectly with spring weather.
Brand Highlights
A few standout campaigns included:
- Marks & Spencer: A nationwide “Golden Egg Hunt” with instant prizes.
- Tesco: Deep discounts on essentials through the “Big Easter Price Drop.”
- John Lewis: In-store workshops and tie-ins with artisan chocolatiers.
Takeaway for Retailers
Easter is now a key commercial opportunity, not just for food and chocolate but across lifestyle, fashion, and home. The brands that won this year started early, offered value, and created real moments for customers - online and off.
Vertex View
Retailers who view Easter as more than just a confectionery spike will continue to benefit from its full seasonal potential. With a bit of creativity and strong execution, the holiday can deliver real results well beyond the long weekend.
