Easter has always been a reliable thermometer for how consumer behavior is doing, but in 2025, she promises to be even more significant. A recentresearch conducted by Globorevealed that83% of Brazilians intend to celebrate the date this year – a considerable increase in relation to the68% who celebrated in 2024. This change indicates a window of opportunities for brands and retailers. That's why, understanding the consumer in advance will make all the difference
When we talk about buying behavior, we noticed that some patterns are being reinforced, while others evolve quickly. The food and beverage basket continues to be a protagonist during this time, especially due to the strong religious tradition that remains in the country65% of the respondents in the survey stated that they do not consume red meat on Good Friday. Furthermore, for73% of Brazilians, the Easter meal is more than just a simple celebration – it is a moment to gather friends and family. This data reinforces a key factor: the consumer is not just looking for products, and shared experiences, what creates opportunities for brands to position themselves emotionally and gain space in the emotional memory of customers
The most interesting thing may 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 sweetsin 2025. Among the general preferences of the population, the industrialized Easter eggs sold in supermarkets47% of respondents expressed interest in this product, growth of 1 percentage point compared to the previous year, artisanal eggs sold in specialty stores(49%)and industrialized chocolates(29%). This movement indicates a significant preference for industrialized products, what may be linked to both economic issues and the practicality and trust in well-known brands. For brands and retailers, this scenario suggests clear opportunities in convenience-focused strategies, perceived quality and in strengthening the trust relationship already established with the consumer
In the logistical aspect, supermarkets and hypermarkets continue to lead, being the preference of 59% of respondents, enquanto lojas especializadas (33%) e atacadistas/atacarejo (23%) dividem o restante das preferências. This means that, although digitization is inevitable and essential, the physical and in-person experience remains a crucial point, especially on commemorative dates 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 by theMondelēz Brazilin partnership with RelevanC, 40% of the purchases took place between one month and eight days before Easter. In 2024, this anticipationincreased to 53%. Now, for 2025, the trend remains strong, with59% of consumers stating that they will make their purchases in advance – being approximately 25% one month before and 34% about 15 days before the date. This behavior reinforces the importance of starting 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 waiting for last-minute deals; to the contrary, are planning financially and emotionally in advance. This behavior may be the result of a more cautious consumer, that searches for prices, options and quality in advance, valuing a secure purchase more than an impulsive one.
For the 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, best results in conversion and retention, as we saw in the successful example of Mondeléz
The case of Mondeléz is a good example of what happens when a brand understands this dynamic. By anticipating your Easter campaign in 2024 and using behavioral data to segment actions, 53% of the sales were anticipated. Furthermore, the campaign brought new consumers to the brand50% were new buyers in e-commerce), what proves the potential for anticipation not only to increase immediate sales, but 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, since properly stimulated
Competitive differential
In this context, we can confidently say that anticipation will be a competitive advantage for Easter 2025. The brands that understand that almost70% of consumers are willing to make their purchases in advancewill 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 ability of brands to anticipate demands, personalizing offers and ensuring a smooth 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 those who can establish genuine connections with the consumer, anticipating your expectations and ensuring a complete and memorable experience
