Easter retail sales near Christmas levels as supermarkets launch major campaigns
Supermarkets across the Netherlands intensified their efforts to turn Easter into a major retail event, withholiday-related sales begin to approach Christmas levels, NOS reports. Retail experts and economic analysts say growing consumer interest and aggressive marketing are turning Easter into one of the most important weeks of the year for the supermarket sector.
"Easter is becoming a key week for supermarkets, that’s for sure," retail expert Paul Moers told NOS. “Do supermarkets want to make Easter the new Christmas? Well, you can’t beat Christmas in terms of sales. Christmas is unbeatable. But Easter is gaining importance.”
Moers pointed to global instability as one of the driving forces behind the trend. “We live in a time of great uncertainty. That’s why people want to make things extra cozy at home—and they’re willing to spend money on that.”
Economist Dirk Mulder of ING agreed, noting that chains like Jumbo are investing in influencer marketing to appeal to younger consumers. “Jumbo, for example, is now working with influencers who post videos of attractive products, specifically targeting younger audiences,” said Mulder. “But Easter remains different from Christmas. Easter brings a sense of cheerfulness: daffodils, springtime, lambs, flowers. That too can create a special shared moment.”
Still, spending habits vary. According to Mulder, consumers spend much more on Christmas dinners than on Easter breakfasts or brunches. “That’s why supermarkets are now trying to include more Easter dinner items in their offerings.”
Data from market research firm YouGov, formerly known as GfK, shows that the sales gap between Easter and Christmas has been shrinking in recent years. In 2022, Christmas sales exceeded Easter by 26 percent. Last year, that gap narrowed to just 6 percent.
The growing commercial significance of Easter is reflected in media spending. According to Screenforce, the organization that oversees TV advertising for broadcasters such as STER, RTL, and SBS, supermarkets have spent between 25 million and 35 million euros on Easter-related ads in recent years. By comparison, Christmas ad spending ranges from 56 million to 61 million euros.
“An emerging trend is that supermarkets are introducing more exclusive Easter products,” Screenforce reported. “That helps explain why Easter sales are catching up with Christmas.”
Albert Heijn, the country's largest supermarket chain, has 371 Easter-themed products on the shelves this year—up from 322 last year. “We notice that people are embracing traditions and want to celebrate Easter together,” the company said in a statement. “Christmas remains the biggest festive occasion, but Easter is growing in popularity. It’s about being together, enjoying good food, and making the home cozy. We see that reflected in sales of food, tableware, decorations, and brunch items.”
Lidl Nederland spokesperson Quirine de Weerd described both Easter and Christmas to NOS as peak periods for the retail industry. “Easter is an energetic and cheerful celebration you share with family. A trend we see this year is surprising new flavors. We saw it earlier with the Dubai Sinterklaas letter, and now with things like pistachio-flavored bundt cake and pistachio paste. These trends emerge on TikTok. People want to join in.”
At supermarket chain Plus, a spokesperson noted that the late date of Easter this year increases the likelihood of good weather, which could influence customer behavior. “We expect that customers might go all out with outdoor brunches or drinks,” the company said.
Jumbo’s Easter campaign focuses on connection, using the slogan: “In the end, it’s not about how you celebrate, but with whom.”
However, the high price of chocolate is affecting this year’s Easter shopping. After many chocolate letters went unsold four months ago during Sinterklaas, supermarkets now report that customers are being cautious with chocolate Easter eggs.
Sales data from marketing agency Nielsen IQ show that supermarkets have sold roughly 40 percent fewer chocolate Easter eggs so far compared to last year. Analyst Marten Suurmeijer explained the downturn: “With the average price per kilogram of Easter eggs rising by about 50 percent, it’s no surprise that sales are disappointing this year.”
