Easter 2025: with 70% of consumers anticipating purchases, planning will be the differential of brands

Easter has always been a reliable thermometer of how consumer behavior is going, but in 2025, it promises to be even more significant research conducted by Globo revealed that 83% of Brazilians intend to celebrate the date this year a considerable increase in relation to 68% which celebrated in 2024. This change indicates a window of opportunity 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 rapidly. 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 those surveyed 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 is a time to gather friends and family. This data reinforces a key factor: the consumer does not seek only products, but shared experiences, which creates opportunities for brands to position themselves emotionally and gain space in the affective memory of customers.

Perhaps the most interesting thing is the behavior related to the purchase of chocolates and sweets 74% of Brazilians claim to have intention to buy Easter eggs, chocolates or sweets in 2025. Among the general preferences of the population, industrialized Easter eggs sold in supermarkets stand out (47% of respondents mentioned interest in this product, 1 percentage point growth over the previous year), handmade eggs sold in specialty stores (49%) and industrialized chocolates (29%). This movement indicates a significant preference for industrialized products, which may be linked to both economic issues and practicality 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 trust relationship already established with the consumer.

In the logistics aspect, super and hypermarkets continue to lead, with the preference of 59% of respondents, while specialized stores (33%) and wholesalers/attack (23%) share the rest of the preferences. This means that, although 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 anticipating purchases

Another revealing point is the increasingly anticipated behavior of consumers.In 2023, according to data from the campaign made by Mondelez Brazil in partnership with RelevanC 40% of purchases happened between one month and eight days before Easter. In 2024, this anticipation increased to 53%. Now, for 2025, the trend remains strong, with 59% of consumers stating that they will carry out their purchases in advance 25% being approximately one month before and 34% being approximately 15 days before the date. This behavior reinforces the importance of initiating promotional campaigns and communication strategies early enough to capture attention and meet consumer expectations.

This consistent evolution brings a clear message to brands: communication and commercial strategies need to start earlier than ever. Consumers are no longer expecting last-minute offers; rather, they are planning financially and emotionally in advance. This behavior may be the result of a more cautious consumer, who researches prices, options and quality in advance, valuing a safe purchase more than impulsive. 

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 Mondelez.

The Mondelez 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 segment 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 for anticipation not only to increase immediate sales, but to broaden the customer base in the long run 66% of transactions include additional products (tablets) it indicates that the consumer, when reached earlier, is open to buying more and trying different products, provided they are stimulated correctly.

Competitive differential

In this context, we can safely say that anticipation will be a competitive differential for Easter 2025. 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 only 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.