UK Easter 2020

UK Easter 2020

Summary

The Easter 2020 report forms part of GlobalData's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of British consumers for Easter. The report analyses the market, the major players, the main trends, and consumer attitudes.

This year, Easter was significantly impacted by the coronavirus, driving down overall shopper penetration and spend across categories. Retail shopper penetration declined 8.8ppts to 66.5%, with leisure spend severely impacted with penetration falling from 18.6% in 2019 to zero in 2020, with non-essential retailers and leisure locations including restaurants and cinemas, closed due to government measures.

Scope

  • Despite being the most resilient Easter category, with fewer people hosting Easter celebrations, consumers chose not to splurge on their food & drink shopping and penetration within typically more expensive sub-categories such as fish and delicatessen products declined.
  • More UK consumers felt worse off financially compared to 2019 with 34.4% stating that they felt worse off in 2020 compared to 2019 - this is a stark rise in comparison to 22.0% of consumers that felt worse off this time last year, which was reflected in this year's Easter spend.
  • The percentage of Easter shoppers purchasing gifts fell from 83.4% in 2019 to 80.5% this year, with penetrations falling across all sub-categories due to the impact of COVID-19.
Reasons to Buy
  • Use our in-depth analysis of the leading retailers over the Easter occasion in order to understand how to appeal shoppers and maximise market share.
  • Understand how COVID-19 affected Easter spend and which categories were most affected by the pandemic.
  • Use our in-depth consumer insight to learn which areas are most important to ensure that product offerings in the lead up to Easter cater to the needs and wants of customers.


THE KEY FINDINGS
The Key Findings
COVID-19 has category-wide impact on Easter spend
Social distancing prompts reduced gift giving to those outside of shoppers’ households
Seasonal food & drink spend dampened in spite of category resilience
Trend insight - stores
Trend insight - online
CONSUMER ATTITUDES
Key findings
Buying dynamics
Financial wellbeing
Easter spending
Financing spending
Easter activities
Takeaway choices
Dining in choices
Easter statements
Retailer selection
Retailer ratings
SEASONAL FOOD & DRINK
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Average spend
Buying dynamics
GIFTS
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Retailer used
Recipient
Average spend
Buying dynamics
SEASONAL ITEMS
Key findings
Retailer selection
Channel usage
Store type
Device usage
Fulfilment
Average spend
Retailer used
Buying dynamics
METHODOLOGY
Technical details: consumer survey work
List of Tables
Retailer ratings across key measures, 2020
Products purchased - cake, chocolate & biscuits, 2019 & 2020
Products purchased - fresh meat & vegetarian alternatives, 2019 & 2020
Products purchased - fruit & vegetables, 2019 & 2020
Products purchased - delicatessen products, 2019 & 2020
Products purchased - fish, 2019 & 2020
Products purchased - ready meals, 2019 & 2020
Products purchased - alcoholic drinks, 2019 & 2020
Products purchased - non-alcoholic drinks, 2019 & 2020
Products purchased - Easter eggs & confectionery, 2019 & 2020
Retailers used - Easter eggs & confectionery, 2019 & 2020
Products purchased - other gift food, 2019 & 2020
Retailers used - other gift food, 2019 & 2020
Products purchased - gift drink, 2019 & 2020
Retailers used - gift drink, 2019 & 2020
Products purchased - plants & flowers, 2019 & 2020
Retailers used - plants & flowers, 2019 & 2020
Products purchased - beauty & personal care, 2019 & 2020
Retailers used - beauty & personal care, 2019 & 2020
Products purchased - other non-food gifts, 2019 & 2020
Retailers used - other non-food gifts, 2019 & 2020
Products purchased - cards, 2019 & 2020
Retailers used - cards, 2019 & 2020
Products purchased - gift wrap & accessories, 2019 & 2020
Retailers used - gift wrap & accessories, 2019 & 2020
Products purchased - decorations, 2019 & 2020
Retailers used - decorations, 2019 & 2020
Products purchased - outdoor gardening products, 2019 & 2020
Retailers used - outdoor gardening products, 2019 & 2020
Products purchased - DIY & home improvement, 2019 & 2020
Retailers used - DIY & home improvement, 2019 & 2020
Products purchased - indoor plants & flowers, 2019 & 2020
Retailers used - indoor plants & flowers, 2019 & 2020
List of Figures
Easter 2020 retail shopper penetration (by demographic and by region) & 2019 shopper penetration
Easter category penetration, 2019 & 2020
Easter shopper profile, by demographic & by region, 2020
Financial wellbeing compared to last year, 2019 & 2020
Easter spending compared to last year, 2019 & 2020
How consumers financed Easter spending, 2019 & 2020
Easter activities undertaken, 2020, and ppt change on 2019
Easter takeaway choices, 2019 & 2020
Easter dining in choices, 2019 & 2020
Agreement statements about Easter, 2020
Retailers that did the best job of promoting Easter, 2020
What's driving retailer selection (seasonal food & drink), 2020, and ppt change on 2019
Consumers using each channel for purchasing seasonal food & drink (browsed & purchased), 2020
Consumers using each store type for purchasing seasonal food & drink (browsed & purchased), 2020
Consumers using each device for purchasing seasonal food & drink (browsed & purchased), 2020
Fulfilment options for seasonal food & drink purchases made online, 2019 & 2020
Top 10 retailers shopped at for seasonal food & drink, 2019 & 2020
Top 10 retailers most shopped at for seasonal food & drink, 2019 & 2020
Average spend on seasonal food & drink spend, by retailer, 2020, and change on 2019 (£)
Easter 2020 seasonal food & drink penetration (by demographic) & 2019 seasonal food & drink penetration
Easter 2020 cakes, chocolate & biscuits penetration (by demographic) & 2019 cakes, chocolate & biscuits penetration
Easter 2020 fresh meat & vegetarian alternatives penetration (by demographic) & 2019 fresh meat & vegetarian alternatives penetration
Easter 2020 fruit & vegetables penetration (by demographic) & 2019 fruit & vegetables penetration
Easter 2020 delicatessen products penetration (by demographic) & 2019 delicatessen products penetration
Easter 2020 fish penetration (by demographic) & 2019 fish penetration
Easter 2020 ready meals penetration (by demographic) & ready meals penetration
Easter 2020 alcoholic drinks penetration (by demographic) & 2019 alcoholic drinks penetration
Easter 2020 non-alcoholic drinks penetration (by demographic) & 2019 non-alcoholic drinks penetration
Planned/impulse purchases (overall seasonal food & drink), 2019 & 2020
Planned/impulse purchases (seasonal food & drink categories), 2019 & 2020
What's driving retailer selection (gifts), 2020, and ppt change on 2019
Consumers using each channel for purchasing gifts (browsed & purchased), 2020
Consumers using each device for purchasing gifts (browsed & purchased), 2020
Consumers using each store type for purchasing gifts (browsed & purchased), 2020
Fulfilment options for gifts purchases made online, 2019 & 2020
Top 10 retailers shopped at for gifts, 2019 & 2020
Who consumers bought Easter gifts for, 2020, and ppt change on 2019
Average spend on gifting categories, 2020, and change on 2019 (£)
Easter 2020 gift penetration (by demographic) & 2019 gift penetration
Easter 2020 Easter eggs & confectionery penetration (by demographic) & 2019 Easter eggs & confectionery penetration
Easter 2020 other gift food penetration (by demographic) & 2019 other gift food penetration
Easter 2020 gift drink penetration (by demographic) & 2019 gift drink penetration
Easter 2020 plant & flowers penetration (by demographic) & 2019 plant & flowers penetration
Easter 2020 beauty & personal care penetration (by demographic) & 2019 beauty & personal care penetration
Easter 2020 other non-food gifts penetration (by demographic) & 2019 other non-food gifts penetration
Planned/impulse purchases (overall gifts), 2019 & 2020
Planned/impulse purchases (gift categories), 2019 & 2020
Personalisation (overall gifts), 2019 & 2020
Personalisation (gift categories), 2019 & 2020
What's driving retailer selection (seasonal items), 2020, and ppt change on 2019
Consumers using each channel for purchasing seasonal items (browsed & purchased), 2020
Consumers using each store type for purchasing seasonal items (browsed & purchased), 2020
Consumers using each device for purchasing seasonal items (browsed & purchased), 2020
Fulfilment options for seasonal items purchases made online, 2019 & 2020
Average spend on seasonal item categories, 2020, and change on 2019 (£)
Top 10 retailers shopped at for seasonal items, 2019 & 2020
Easter 2020 seasonal items penetration (by demographic) & 2019 seasonal items penetration
Easter 2020 cards penetration (by demographic) & 2019 cards penetration
Easter 2020 gift wrap & accessories penetration (by demographic) & 2019 gift wrap & accesories penetration
Easter 2020 decorations penetration (by demographic) & 2019 decorations penetration
Easter 2020 outdoor gardening products penetration (by demographic) & 2019 outdoor gardening products penetration
Easter 2020 DIY & home improvement penetration (by demographic) & 2019 DIY & home improvement penetration
Easter 2020 indoor plants & flowers penetration (by demographic) & 2019 indoor plants & flowers penetration
Planned/impulse purchases (overall seasonal items), 2019 & 2020
Planned/impulse purchases (seasonal items categories), 2019 & 2020
Personalisation (overall seasonal items), 2019 & 2020
Personalisation (seasonal items categories), 2019 & 2020

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