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Prepare Early & Grow Sales for Easter 2025
Retailers of chocolate and sweets know just how crucial the Easter period is. Last year, Easter excitement is credited with boosting consumer spring spending to £2bn4. With Easter Sunday not until the 20th of April this year, there is plenty of time to build momentum and secure sales. There is ample opportunity for seasonal ranges to succeed with irresistible impulse lines that will help kickstart them, seasonal-specific lines that keep the spirit alive and, of course, the grand finale of Easter Eggs - which shoppers get so excited about.
Why Easter 2025 is a Key Opportunity
Easter remains one of the biggest chocolate-selling events of the year, with an estimated 80–90 million Easter eggs sold annually in the UK5. This enormous consumer demand presents a cracking opportunity for retailers looking to meet shoppers' demand and maximise sales. From supermarkets and convenience stores to independent sweet shops and online retailers, customers of all kinds are just waiting to be enticed.
Easter Sunday falls late, on 20th April in 2025, meaning a longer lead-up to the big day. This extended season offers retailers more time to launch early promotions and capture sales from both organised shoppers and last-minute buyers. With plenty of time for early sales and impulse purchases ramping up to bigger sales closer to Easter Sunday, wholesalers can expect a steady flow of orders throughout the season. Ensuring stock availability at every stage - from early-bird buyers to the final Easter rush - will be key to maximising profits in 2025.
Stock Seasonal Best-sellers
Brand loyalty is a major driver for shoppers, with 79% of them favouring familiar brands1. This highlights the importance of stocking key names like Cadbury, whose Mini Eggs and Creme Eggs are consistently seasonal best-sellers – Mini Eggs in particular are the number 1 when it comes to Easter bags2. Did you know that 80% of shoppers purchase Easter products from a dedicated Easter fixture3? Make sure your displays stand out to draw in customers. It’s worth noting that your top 3 lines can account for 40% of your sales2, so focus on high-performing lines such as Cadbury Mini Eggs, Mini Eggs bars, and seasonal best-sellers for the best returns.
Capture Easter Impulse Sales
The first wave of Easter sales last year leaned heavily on on-the-go and impulse lines, and with more than half of Easter confectionery being eaten before Easter Sunday1, self-eat, mini eggs and sharing blocks are a great way to kickstart sales. Popular picks include Cadbury Mini Eggs, both Creme Eggs and White Creme Eggs, and Haribo Eggs Galore. For sharing blocks, Cadbury continues to dominate with options like the Mini Eggs Chocolate Bar and Creme Egg Bar. Remember, 74% of early sales are of Mini Eggs, seasonal on-the-go eggs and speciality Easter chocolate blocks, so stocking up on these in-demand products can boost your sales significantly. Stocking up on in-demand singles - such as last year's top three of Creme Eggs, White Creme Eggs, and Caramel Eggs - is a surefire way to win over impulsive shoppers.
To maximise sales, signpost your key lines in-store by placing them in high-footfall areas. With 80% of shoppers grabbing Easter stock from seasonal fixtures, creative displays and prominent merchandising are essential. Don’t overlook your online channels – highlight your Easter range on social media and your website to drive awareness and footfall.
Stock Up on the Best-selling Easter Eggs
Carrying momentum throughout the Easter period is just as vital as an early start. Easter eggs are the gifting centrepiece that keeps sales steady all season long. Cadbury Easter Eggs are a must-stock, as their brand trust and delicious seasonal offerings make them a favourite for all ages. Stocking core lines such as Cadbury’s Dairy Milk and Creme Egg Easter Eggs ensures you’re meeting shopper expectations.
To finish strong, ensure availability right up to Easter. Many shoppers buy last-minute, so it’s crucial to maintain stock levels on best-sellers like Cadbury eggs - popular shells include Mini Eggs, Creme Egg, Twirl and Buttons - as well as other popular choices from big-name brands. Supplementing your range with a selection of top chocolate picks for Easter, offering variety while catering to different budgets.
The Power of Displays & Merchandising
Many shoppers purchase both seasonal and standard confectionery. Use secondary displays to highlight both types of products and maximise visibility. As we know, shoppers gravitate towards trusted brands, so focus on Cadbury’s range of seasonal and year-round favourites to keep your shelves enticing.
Creative displays also play a big role in maintaining excitement. New seasonal lines catch shoppers' eyes, while options across price points appeal to both budget-conscious and trade-up customers. With chocolate gifting as popular as ever, creating an attractive, accessible Easter egg offering is key to sustained success. Of course, keeping stocked is vital to this!
On the confectionery calendar, Easter remains one of the brightest opportunities for retailers. By focusing on impulse sales early, keeping shelves stocked with best-sellers, and sustaining excitement through creative displays, your business can thrive throughout the Easter season.
At Hancocks, we’re here to help you make the most of Easter. Our extensive range of wholesale Easter chocolate includes everything from impulse lines and novelty treats to sharing bags, bars, and, of course, Easter eggs. Don’t forget to check our delivery options to ensure your stock arrives on time, and if you need advice or assistance, our team is always here to help.
Sources:
1Snackchat - Understanding Easter Shopper Behaviour.
2Nielsen – Indies, CTNs & Symbols, Easter 2024 vs Easter 2023.
3Kantar - Worldpanel 17 w/e 16th April 2023
4Food Manufacture - Early Easter boosts UK grocery sales
5GWP Group - 77 surprising Easter packaging facts, figures, and info