Easter has always been a reliable thermometer of consumer behavior, but in 2025, it promises to be even more significant. A recentresearch conducted by Globorevealed that83% of Brazilians intend to celebrate the date this year- a significant increase compared to the68% who celebrated in 2024This 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 purchasing behavior, we notice that some patterns are being reinforced, while others are evolving rapidly. The food and beverage basket continues to be a protagonist during this time, especially due to the religious tradition that remains strong in the country:65% of the respondents in the survey stated that they do not consume red meat on Good FridayFurthermore, for73% of Brazilians, the Easter meal is more than just a simple celebration- It is a time to gather friends and family. This data reinforces a key factor: consumers are not just looking for products, but for shared experiences, which creates opportunities for brands to position themselves emotionally and gain space in customers' emotional memory.
The most interesting thing might be the behavior related to the purchase of chocolates and sweets. Nothing less than74% of Brazilians say they intend to buy Easter eggs, chocolates, or candies.in 2025. Among the general preferences of the population, the industrialized Easter eggs sold in supermarkets stand out.47% of respondents expressed interest in this product, a 1 percentage point increase compared to the previous year), artisanal eggs sold in specialized stores(49%)and industrialized chocolates(29%)This movement indicates a significant preference for industrialized products, which may be related 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 already established trust relationship with the consumer.
In terms of logistics, supermarkets and hypermarkets continue to lead, being the preference of 59% of respondents, while specialized stores (33%) and wholesalers/discount stores (23%) share the remaining preferences. This means that although digitalization is inevitable and essential, the physical and in-person experience remains a crucial point, especially on holidays like Easter. Thus, omnichannel strategies should be carefully designed to integrate the best of both worlds.
Impact of the anticipation of purchases
Another revealing point is the increasingly anticipatory behavior of consumers. In 2023, according to data from the campaign conducted byMondelēz Brazilin partnership with RelevanC,40% of the purchases took place between one month and eight days before EasterIn 2024, this anticipationincreased to 53%Now, for 2025, the trend remains strong, with59% of consumers stating that they will make their purchases in advance – approximately 25% about a month before and 34% 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 sends a clear message to brands: communication and commercial strategies need to start earlier than ever. Consumers are no longer waiting for last-minute offers; instead, 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 secure purchase more than an impulsive one.
For brands, the benefit of this advance 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 demonstrated by the successful example of Mondelez.
Mondelēz's case is a good example of what happens when a brand understands this dynamic. By bringing forward your Easter campaign in 2024 and using behavioral data to segment actions, 53% of sales were advanced. Furthermore, 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 also to expand the customer base in the long term. The fact that66% of transactions include additional products (tablets)indicates that the consumer, when reached earlier, is open to buying more and trying different products, as long as they are properly stimulated.
Competitive differential
In this context, we can confidently state that early preparation will be a competitive advantage for Easter 2025. The brands that understand that almost70% of consumers are willing to make their purchases in advancethey will be able to create more effective strategies, from segmentation to inventory management and advertising campaigns.
The great lesson is that consumers are more planned, more attentive, and, above all, more demanding. Therefore, the 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 will not be just about selling more chocolates, but about who can establish genuine connections with the consumer, anticipating their expectations and ensuring a complete and memorable experience.
