Easter has always been a reliable indicator of consumer behavior, but in 2025, it promises to be even more significant. A recent survey conducted by Globo revealed that 83% of Brazilians plan to celebrate the occasion this year – a considerable increase compared to the 68% who celebrated in 2024. This shift indicates a window of opportunity for brands and retailers. That’s why understanding the consumer in advance will make all the difference.
When it comes to purchasing behavior, we notice that some patterns are being reinforced while others are evolving rapidly. The food and beverage basket remains a highlight during this season, especially due to the strong religious tradition in the country: 65% of survey respondents stated they do not consume red meat on Good Friday. Additionally, for 73% of Brazilians, the Easter meal is more than just a celebration – it’s a time to gather with friends and family. This data reinforces a key factor: consumers are not just looking for products, but shared experiences, which creates opportunities for brands to position themselves emotionally and secure a place in customers’ emotional memory.
Perhaps the most interesting aspect is the behavior related to chocolate and candy purchases. No less than 74% of Brazilians say they intend to buy Easter eggs, chocolates, or sweets in 2025. Among the population’s general preferences, store-bought Easter eggs sold in supermarkets (47% of respondents expressed interest in this product, a 1 percentage point increase from the previous year), artisanal eggs sold in specialty stores (49%) and store-bought chocolates (29%). This trend indicates a significant preference for store-bought products, which may be linked to both economic factors and the convenience and trust in well-known brands. For brands and retailers, this scenario suggests clear opportunities in strategies focused on convenience, perceived quality, and strengthening the existing trust-based relationship with consumers.
Logistically, supermarkets and hypermarkets continue to lead, being the preference of 59% of respondents, while specialty stores (33%) and wholesale retailers (23%) share the remaining preferences. This means that while digitalization is inevitable and essential, the physical in-store experience remains crucial, especially during holidays like Easter. Thus, omnichannel strategies should be carefully designed to integrate the best of both worlds.
Impact of early purchasing
Another revealing point is the increasingly early behavior of consumers. In 2023, according to data from a campaign by Mondeléz Brazil in partnership with RelevanC, 40% of purchases occurred between one month and eight days before Easter. In 2024, this early purchasing increased to 53%. Now, for 2025, the trend remains strong, with 59% of consumers stating they will make their purchases in advance—with 25% buying around a month before and 34% about 15 days before the date. This behavior reinforces the importance of launching promotional campaigns and communication strategies early enough to capture consumer attention and meet their expectations.
This consistent trend sends a clear message to brands: communication and commercial strategies need to start earlier than ever. Consumers are no longer waiting for last-minute deals; instead, they are planning financially and emotionally in advance. This behavior may stem from a more cautious consumer who researches prices, options, and quality ahead of time, valuing a secure purchase over an impulsive one.
For brands, the benefit of this early preparation is clear: longer campaigns allow for more effective branding, a more consistent relationship with consumers, and consequently, better conversion and retention results, as seen in Mondeléz’s successful example.
The Mondeléz case is a good example of what happens when a brand understands this dynamic. By launching its Easter campaign early in 2024 and using behavioral data to segment actions, 53% of sales were made in advance. Additionally, the campaign attracted new consumers to the brand (50% were new e-commerce buyers), proving that early preparation not only boosts immediate sales but also expands the customer base in the long term. The fact that 66% of transactions included additional products (chocolate bars) indicates that consumers, when engaged earlier, are open to buying more and trying different products, provided they are properly incentivized.
Competitive advantage
In this context, we can confidently say that early preparation will be a competitive advantage for Easter 2025. Brands that understand that nearly 70% of consumers are willing to make early purchases can create more effective strategies, from segmentation to inventory management and advertising campaigns.
The key takeaway is that consumers are more planned, more attentive, and above all, more demanding. Therefore, brands’ ability to anticipate demands, personalize offers, and ensure a seamless experience will be crucial to making the most of this window of opportunity.
Easter 2025 won’t just be about selling more chocolates, but about who can forge genuine connections with consumers, staying ahead of their expectations and delivering a complete and memorable experience.
