Retailers enjoying Easter boost

Published on: 29th March 2021

Online retailers and those offering click & collect and delivery options are already seeing a surge, as nation goes on Easter spending spree.

Easter celebrations look set to rival Christmas this year, as the holiday marks the first time for months that many families and friends will be able to get together. The BBC reports that ‘shoppers are pulling out the stops to make the most of the chance to escape lockdown misery’, with some even going so far as to put up an Easter tree with decorations. Sainsbury’s said searches for Easter trees on its website have surged by 977% compared to this time last year, and searches for Easter decorations are up too.

The celebration includes shoppers looking for garden furniture and equipment in order to spruce up their gardens to make the most of the easing of lockdown rules in England; an increase in the sales of Outdoor toys has already been well documented. People can now host groups of up to six people in their garden or have two households mix. Sales of food and drink confirm the extent to which consumers look set to make the most of the celebrations, and the exchange of Easter eggs and gifts looks to be on the rise, as families and friends treat each other after a long period when they could not see each other. Many consumers are keen to buy children toys as well as the traditional chocolate eggs, and sales across all toy categories have seen the effects.

Three-quarters of people say Easter will be the first time they’ll see loved ones this year, according to Sainsbury’s research. Three out of five said they’re planning to host Easter lunch outside, while four out of five said wet weather won’t stop them going ahead with their outdoor plans.

M&S has reported that, that while Easter egg sales are up 86% compared to last year, sales of its enlarged range of online Easter gifts are up 3,000%. “Over the last year, we have seen customers making more of events than ever before as they seek out little moments of joy for them and their loved ones to break-up the challenges of lockdown,” said an M&S spokesperson.

From slides, climbing frames and sandpits to sports equipment and outdoor games, children look set to enjoy well equipped gardens and playspaces this year, while Easter gifts of favourite ranges and new toys will add to activities they can enjoy when the weather is less clement.

Religious leaders are unconcerned about Easter’s rebirth as a post-lockdown party. “After this very long Covid, which has impacted the lives of all of us of every age, it’s wonderful that Easter should be the event that will bring people together to celebrate and have fun,” commented the Rev Beverley Mason, bishop of Warrington. “Easter really lends itself to an explosion of love and joy and thankfulness for one another. I say, Bring it on!”


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