Summary
The "Easter in the UK, 2018", 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.
As budgets remain under pressure and disposable incomes continue to be constricted, over a quarter of consumers (28.3%) said they felt worse off this Easter compared to last year.
Scope
- Supermarkets have become proficient at delivering occasion-specific campaigns, focusing on a low prices and compelling ranges and as a result they dominated retailer usage this Easter.
- Penetration across food & drink increased 14.6ppts on 2017 to 60.4%, with 44.6% of consumers opting to cook a special meal or roast to celebrate Easter Sunday.
- A lower proportion of consumers purchased Easter gifts this year, indicative of the waning enthusiasm towards Easter, with only 20.7% of consumers viewing it as an important occasion.
Reasons to buy
- 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.
- Understand what drives consumers to use a retailer for their purchases, such as quality, value for money and range in order to maximise sales potential.
- 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.
Companies Mentioned
Aldi
Morrisons
Poundland
Fenwick
John Lewis
Marks & Spencer
Hotel Chocolat
Thorntons
Superdrug
Waitrose
Next
Debenhams
Pizza Express
McDonalds
Tesco
ASDA
Sainsbury's
Lidl
Card Factory
Amazon
Co-op
WH Smith
Iceland
Ocado
Nisa
B&M
ASOS
Boots
Primark
B&Q
The Body Shop
The Fragrance Shop
The Perfume shop
Avon
Argos
Wilko
Home Bargains
IKEA
Homebase/Bunnings
Wickes
Screwfix
Dobbies
TK Maxx
New Look
Nike
Zara
Adidas
Sports Direct
Dixons Carphone
'
Table of Contents
THE KEY FINDINGS
The Key Findings
Low prices and convenient locations are driving retailer selection
Food & drink penetration increases as shoppers chose to spend Easter at home
Fewer Easter shoppers bought gifts in 2018
Trend insight - stores
Trend insight - online
CONSUMER ATTITUDES
Key findings
Buying dynamics
Financial wellbeing
Financial spending
Easter spending
Easter activities
Dining out choices
Dining in choices
Easter statements
Retailer selection
Retailer ratings - grocers
Retailer ratings - non-food retailers
SEASONAL FOOD & DRINK
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer used
Spending
Buying dynamics
GIFTS
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer used
Recipient
Average spend
Buying dynamics
SEASONAL ITEMS
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Average spend
Retailer used
Buying dynamics
METHODOLOGY
Technical details: consumer survey work
List of Tables
Retailer ratings across key measures - grocers, 2018
Retailer ratings across key measures - non-food retailers, 2018
What's driving retailer selection (by retailer) - Tesco, ASDA & Sainsbury's, 2017 & 2018
Products purchased - cake, chocloate & biscuits, 2017 & 2018
Products purchased - fresh meat, 2017 & 2018
Products purchased - fruit & vegetables, 2017 & 2018
Products purchased - delicatessen products, 2017 & 2018
Products purchased - fish, 2017 & 2018
Products purchased - ready meals, 2017 & 2018
Products purchased - alcoholic drinks, 2017 & 2018
Products purchased - non-alcoholic drinks, 2017 & 2018
Products purchased - Easter eggs & confectionery, 2017 & 2018
Retailers used - Easter eggs & confectionery, 2017 & 2018
Products purchased - other gift food, 2017 & 2018
Retailers used - other gift food, 2017 & 2018
Products purchased - gift drink, 2017 & 2018
Retailers used - gift drink, 2017 & 2018
Products purchased - plants & flowers, 2017 & 2018
Retailers used - plants & flowers, 2017 & 2018
Products purchased - beauty & personal care, 2017 & 2018
Retailers used - beauty & personal care, 2017 & 2018
Products purchased - other non-food gifts, 2017 & 2018
Retailers used - other non-food gifts, 2017 & 2018
Products purchased - cards, 2017 & 2018
Retailers used - cards, 2017 & 2018
Products purchased - gift wrap & accessories, 2017 & 2018
Retailers used - gift wrap & accessories, 2017 & 2018
Products purchased - decorations, 2017 & 2018
Retailers used - decorations, 2017 & 2018
Products purchased - outdoor gardening products, 2017 & 2018
Retailers used - outdoor gardening products, 2017 & 2018
Products purchased - DIY & home improvement, 2017 & 2018
Retailers used - DIY & home improvement, 2017 & 2018
Products purchased - homewares, 2017 & 2018
Retailers used - homewares, 2017 & 2018
Products purchased - clothing, 2017 & 2018
Retailers used - clothing, 2017 & 2018
Products purchased - indoor plants & flowers, 2017 & 2018
Retailers used - indoor plants & flowers, 2017 & 2018
Products purchased - Electricals, 2017 & 2018
Retailers used - Electricals, 2017 & 2018
List of Figures
Easter 2018 shopper penetration (by demographic and by region) & 2017 shopper penetration
Easter shopper profile, by demographic & by region, 2018
Easter 2018 retail shopper penetration (by demographic and by region) & 2017 retail shopper penetration
Easter 2018 leisure shopper penetration (by demographic and by region) & 2017 leisure shopper penetration
Financial wellbeing compared to last year, 2017 & 2018
How consumers financed Easter spending, 2017 & 2018
Easter spending compared to last year, 2017 & 2018
The proportion of Easter spending on retail vs. leisure, 2018
Easter activities undertaken, 2018, and ppt change on 2017
Easter dining out choices, 2017 & 2018
Easter dining in choices, 2017 & 2018
Agreement statements about Easter, 2018
Retailers that did the best job of promoting Easter, 2017 & 2018
What's driving retailer selection (seasonal food & drink), 2018, and ppt change on 2017
Consumers using each channel for purchasing seasonal food & drink (browsed & purchased), 2018
Consumers using each device for purchasing seasonal food & drink (browsed & purchased), 2018
Fulfilment options for seasonal food & drink purchases made online, 2017 & 2018
Top 10 retailers most shopped at for seasonal food & drink, 2017 & 2018
Seasonal food & drink spend, by retailer, 2018, and change on 2017 (£)
Easter 2018 seasonal food & drink penetration (by demographic) & 2017 seasonal food & drink penetration
Easter 2018 cakes, chocolate & biscuits penetration (by demographic) & 2017 cakes, chocolate & biscuits penetration
Easter 2018 fresh meat penetration (by demographic) & 2017 fresh meat penetration
Easter 2018 fruit & vegetables penetration (by demographic) & 2017 fruit & vegetables penetration
Easter 2018 delicatessen products penetration (by demographic) & 2017 delicatessen products penetration
Easter 2018 fish penetration (by demographic) & 2017 fish penetration
Easter 2018 ready meals penetration (by demographic) & ready meals penetration
Easter 2018 alcoholic drinks penetration (by demographic) & 2017 alcoholic drinks penetration
Easter 2018 non-alcoholic drinks penetration (by demographic) & 2017 non-alcoholic drinks penetration
Planned/impulse purchases (overall seasonal food & drink), 2017 & 2018
Planned/impulse purchases (seasonal food & drink categories), 2017 & 2018
What's driving retailer selection (gifts), 2018, and ppt change on 2017
Consumers using each channel for purchasing gifts (browsed & purchased), 2018
Consumers using each device for purchasing gifts (browsed & purchased), 2018
Fulfilment options for gifts purchases made online, 2017 & 2018
Top 10 retailers most shopped at for gifts, 2017 & 2018
Who consumers bought Easter gifts for, 2018, and ppt change on 2017
Average spend on gifting categories, 2018, and change on 2017 (£)
Easter 2018 gift penetration (by demographic) & 2017 gift penetration
Easter 2018 Easter egg & confectionery penetration (by demographic) & 2017 Easter egg & confectionery penetration
Easter 2018 other gift food penetration (by demographic) & 2017 other gift food penetration
Easter 2018 gift drink penetration (by demographic) & 2017 gift drink penetration
Easter 2018 plant & flowers penetration (by demographic) & 2017 plant & flowers penetration
Easter 2018 beauty & personal care penetration (by demographic) & 2017 beauty & personal care penetration
Easter 2018 other non-food gifts penetration (by demographic) & 2017 other non-food gifts penetration
Planned/impulse purchases (overall gifts), 2017 & 2018
Planned/impulse purchases (gift categories), 2017 & 2018
Personalisation (overall gifts), 2018
Personalisation (gift categories), 2018
What's driving retailer selection (seasonal items), 2018, and ppt change on 2017
Consumers using each channel for purchasing seasonal items (browsed & purchased), 2018
Consumers using each device for purchasing seasonal items (browsed & purchased), 2018
Fulfilment options for seasonal items purchases made online, 2017 & 2018
Average spend on seasonal item categories, 2018, and change on 2017 (£)
Top 10 retailers shopped at for sesonal items, 2017 & 2018
Easter 2018 seasonal items penetration (by demographic) & 2017 seasonal items penetration
Easter 2018 cards penetration (by demographic) & 2017 cards penetration
Easter 2018 gift wrap & accessories penetration (by demographic) & 2017 gift wrap & accesories penetration
Easter 2018 decorations penetration (by demographic) & 2017 decorations penetration
Easter 2018 outdoor gardening products penetration (by demographic) & 2017 outdoor gardening products penetration
Easter 2018 DIY & home improvement penetration (by demographic) & 2017 DIY & home improvement penetration
Easter 2018 homewares penetration (by demographic) & 2017 homewares penetration
Easter 2018 clothing penetration (by demographic) & 2017 clothing penetration
Easter 2018 indoor plants & flowers penetration (by demographic) & 2017 indoor plants & flowers penetration
Easter 2018 electricals penetration (by demographic) & 2017 electricals penetration
Planned/impulse purchases (overall seasonal items), 2017 & 2018
Planned/impulse purchases (seasonal items categories), 2017 & 2018
Personalisation (overall seasonal items), 2018
Personalisation (seasonal items categories), 2018
