Insights Flash: Basketview Signals Early Strength in Easter Spend
As Easter weekend approaches, we leverage the daily granularity and low latency of Consumer Edge Basketview data through April 12th to better track and understand Easter consumer shopping patterns. Creating a custom Easter index composed of categories such as chocolate, candy, butter, mayonnaise, and various cooking & baking ingredients, the data indicates that consumers have historically purchased the majority of their Easter supplies in the two days prior to the holiday.
In 2024, while the cadence of consumer purchasing followed a similar pattern as 2023, volumes were down 8% y/y with cumulative declines accelerating as the holiday approached. So far in 2025, initial Easter purchasing trends are tracking above 2024, with volumes during the first 6 shopping days up 3% compared to the same pre-Easter days last year (and down slightly vs. 2023). However, these categories likely benfited from stock-up behavior following the April 2nd tariff announcement Consumer Edge: Is Stock-Up Behavior Starting To Take Hold?, a dynamic that could both moderate in the coming days and limit the historical outsized impact observed on the largest pre-Easter shopping days. We will be monitoring the data closely in the days ahead to assess whether Easter volume growth slows as the stock-up benefit fades and consumers grapple with a challenging macro environment.
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About the Authors
Connor Rattigan is the Senior Equity Research Analyst – Food & Beverages at Consumer Edge. Follow him on LinkedIn.
