Easter shopping due to decline again this year says GlobalData

By

Sandra Halliday

Published
Mar 26, 2021

With the easing of lockdown for non-essential retail not due to start until April 12 for much of the UK, Easter is expected to see a shopping decline for the second year running, according to the analysts at GlobalData.

The number of people intending to buy Easter gifts and meals is expected to decline for a second year running with Retail Analyst Zoe Mills saying: “The reopening of non-essential stores from 12 April combined with continued restricted social gatherings will impact shopper’s enthusiasm for Easter – especially considering they will no longer be bombarded with Easter-related advertising as footfall in physical locations remains low.”

Not that spending will grind to a halt, of course. Some 58.9% of its 2,000 survey respondents said they’d either already purchased or intended to purchase something for Easter this year. But this is down 7.6ppts on 2020. 

Easter Sunday was on April 12 last year, at which point the first UK national lockdown was well under way. This year, it will be April 4, with lockdown-easing having already started in a small way but non-essential shops not able to open until eight days later.

GlobalData said the decline this time is mainly being driven by the gifting category with only 40% of UK consumers expecting to buy an Easter gift, compared to 53.5% a year ago. This translates into a potential drop in spend of 25%.

Mills added: “The drop in Easter gift purchases will be of great concern for retailers as they approach Easter weekend. With fewer consumers intending to spend this Easter, retailers must appeal to those still investing in this event, encouraging consumers to spend on more premium [products] as a treat after a difficult year.”