New research from marketing agency Savvy has indicated that UK shoppers are likely to spend up to £775 million this Easter, a 3.7 per cent increase on spending in 2015.
Its survey of 1,000 household shopping decision makers also found that 42 per cent plan to go to discounters like Aldi for Easter eggs and dinner ingredients, with 68 per cent saying they have a clear idea on where they can find the best value eggs.
However, not everyone will be focussed on low prices; 34 per cent plan to trade up and buy more expensive food than usual over the Easter weekend.
While just over half of those surveyed (52 per cent) said they typically plan their Easter purchases in advance, 32 per cent will buy their cards and chocolates at the last minute.
When it comes to Easter shopping lists, 79 per cent intend to buy chocolate eggs and 28 per cent plan to buy ingredients for a roast dinner. Another 27 per cent will be buying other kinds of chocolate, and 18 per cent will indulge in an Easter cake.
Non-food products will feature too, as 13 per cent will buy cards, another 13 per cent will buy flowers, and six per cent expect to purchase a cuddly top.
Alastair Lockhart, insight director at Savvy Marketing commented, "Sales of chocolate eggs are set to outperform this year, contributing to overall Easter market growth."
Hr added, "While the core mid-market for eggs remains incredibly competitive on price, especially as value retailers continue to scale up their Easter offers, demand for premium eggs looks set to build on the momentum set by the likes of Marks and Spencer and Hotel Chocolat last year."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Jenny Whelan. To subscribe to ESM: The European Supermarket Magazine, click here.