Easter has always been a reliable thermometer about how consumer behavior is going, but in 2025, it promises to be even more significant. a recent research carried out by Globo revealed that 83% of Brazilians intend to celebrate the date this year – a considerable increase in relation to the 68% who celebrated in 2024. This change indicates a window of opportunities for brands and retailers. Therefore, understanding the consumer in advance will make all the difference.
When we talk about buying behavior, we realize that some patterns are being reinforced, while others evolve quickly. The food and beverage basket remains a protagonist at this time, especially due to the religious tradition that remains strong in the country: 65% of respondents by the survey said they did not consume red meat on Good Friday. In addition, for 73% of Brazilians, the Easter meal is more than a simple celebration – It’s a time to gather friends and family. This data reinforces a key factor: the consumer not only seeks products, but shared experiences, which creates opportunities for brands to position themselves emotionally and conquer space in the affective memory of customers.
The most interesting is perhaps the behavior related to shopping for chocolates and sweets. nothing less than 74% of Brazilians say they intend to buy Easter eggs, chocolates or sweets in 2025. Among the general preferences of the population, the industrialized Easter eggs sold in supermarkets stand out (47% of respondents mentioned interest in this product, growth of 1 percentage point compared to the previous year), handmade eggs sold in specialized stores (49%) and industrialized chocolates (29%). This movement indicates a significant preference for industrialized products, which can be linked both to economic issues and to practicality and confidence in known brands. For brands and retailers, this scenario suggests clear opportunities in strategies focused on convenience, perceived quality and strengthening the relationship of trust already established with the consumer.
In the logistical aspect, the super and hypermarkets continue to lead, with the preference of 59% of respondents being the preference, while specialized stores (33%) and wholesalers/attackers (23%) share the rest of the preferences. This means that while digitization is inevitable and essential, physical and face-to-face experience remains a crucial point, especially on commemorative dates such as Easter. Thus, omnichannel strategies should be carefully designed to integrate the best of both worlds.
impact of anticipation of purchases
Another revealing point is the increasingly anticipated behavior of consumers. in 2023, according to data from the campaign made by Mondeléz Brazil in partnership with Relevanc, 40% of purchases took place between a month and eight days before Easter. In 2024, this anticipation increased to 53%. Now, for 2025, the trend remains strong, with 59% of consumers claiming that they will make their purchases in advance – 25% being approximately one month before and 34% with about 15 days before the date. This behavior reinforces the importance of starting promotional campaigns and communication strategies well in advance to capture attention and meet consumer expectations.
This consistent evolution brings a clear message to brands: communication and business strategies need to start earlier than ever. Consumers are no longer expecting last minute deals; On the contrary, they are planning financially and emotionally in advance. This behavior can be the result of a more cautious consumer who researches prices, options and quality in advance, valuing more of a safe than impulsive purchase..
For brands, the benefit of this anticipation is clear: longer campaigns allow for more effective branding actions, a more consistent relationship with the consumer and, consequently, better results in conversion and retention, as we saw in the successful example of Mondeléz.
The Mondeléz case is a good example of what happens when a brand understands this dynamic. By anticipating its Easter campaign in 2024 and using behavioral data to target actions, 53% of sales were anticipated. In addition, the campaign brought new consumers to the brand (50% were new buyers in e-commerce), which proves the potential of anticipation not only to increase immediate sales, but to expand the customer base in the long term. the fact that 66% of transactions include additional products (tablets) It indicates that the consumer, when reached earlier, is open to buying more and trying different products, as long as they are stimulated correctly.
competitive differential
In this context, we can safely say that anticipation will be a competitive advantage for Easter 2025. The brands that understand that almost 70% of consumers are willing to anticipate their purchases They will be able to create more effective strategies, from segmentation to inventory management and advertising campaigns.
The great learning is that consumers are more planned, more attentive and, above all, more demanding. Therefore, the ability of brands to anticipate demands, customize offers and ensure a fluid experience will be crucial to make the most of this window of opportunities.
Easter 2025 will not just be about selling more chocolates, but about who can establish genuine connections with the consumer, anticipating their expectations and ensuring a complete and memorable experience.
