Consumers across the UK are gearing up for a significant Easter spending spree, with the average shopper expected to purchase chocolate eggs for four people this year. According to a comprehensive survey conducted by buy now pay later provider Clearpay, the typical Easter expenditure is set to reach £57 per person. This amount encompasses a variety of items, including traditional chocolate eggs, children's activity packs, and beauty gifts, highlighting the diverse nature of modern Easter gifting.
Generational Spending Divide
The research uncovers a stark generational divide in Easter spending habits. Younger adults, specifically Gen Z (aged 18 to 29) and Millennials (30 to 45), anticipate spending over £100 on average, nearly double the overall average. In contrast, older generations are more frugal, with Gen X (46 to 61) expecting to spend £24 and Baby Boomers (62 to 80) just £13. This disparity underscores differing priorities and financial capabilities among age groups during the festive season.
High-End Purchases and Budget Concerns
More than a quarter (27%) of shoppers plan to buy at least one chocolate egg priced over £10, indicating a willingness to splurge on premium products. However, Clearpay's chief executive, Rich Bayer, cautions against overspending. "Easter is a great time to show appreciation for the people in your life, but it's important to make sure that spending doesn't creep up, especially if you're buying multiple gifts," he advised. To mitigate financial strain, Clearpay recommends setting a strict budget, considering non-edible gifts that offer longer-lasting value, and diligently comparing prices before making purchases.
Shrinkflation Challenges in the Seasonal Aisle
Recent findings from consumer group Which? add a layer of concern to Easter shopping. Shoppers are facing a shrinkflation "double whammy," where chocolate Easter treats are becoming smaller while prices rise or remain stable. Which? reports that this trend has become prevalent in seasonal aisles, with manufacturers citing ongoing pressures such as increased cocoa costs. Retailers, meanwhile, emphasize their focus on delivering value to customers, though consumers may feel the pinch as product sizes diminish.
Additional Easter Trends and Decorations
Beyond chocolate eggs, Easter celebrations are expanding into new areas. A survey for cashback provider Rakuten reveals that nearly a fifth (18%) of people purchase Easter wreaths, trees, and decorations, with the younger Gen Z generation particularly likely to engage in this trend. Additionally, nearly a third (32%) of respondents are buying Easter-related clothing and accessories, again with Gen Z leading the charge. These insights, based on an Opinium survey of 2,000 people across the UK in February, illustrate how Easter is evolving beyond traditional treats to include broader festive expressions.
Survey Methodology and Implications
The Clearpay survey, conducted by Opinium Research in March with 2,000 UK participants, provides a robust snapshot of Easter spending intentions. The data highlights not only the financial aspects but also the social and generational dynamics at play. As consumers navigate rising costs and shrinkflation, strategic budgeting and mindful purchasing become increasingly crucial. This Easter, while many indulge in festive generosity, the emphasis on value and sustainability is more pronounced than ever, shaping shopping behaviors across all age groups.
