Easter has always been a reliable barometer of consumer behavior, 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 shift represents a window of opportunity for brands and retailers. Therefore, understanding consumers 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. Food and beverage purchases remain a key factor during this time of year, especially due to the country’s strong religious traditions: 65% of those interviewed in the survey said they do not consume red meat on Good Friday. Furthermore, to 73% of Brazilians believe that 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 aren’t just looking for products, but also for shared experiences, which creates opportunities for brands to position themselves emotionally and gain a place in customers’ emotional memories.
Perhaps the most interesting thing is the behavior related to the purchase of 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, 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), artisanal eggs sold in specialized stores (49%) and industrialized chocolates (29%). This trend 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 already established with consumers.
In terms of logistics, supermarkets and hypermarkets continue to lead, being preferred by 59% of respondents, while specialty stores (33%) and wholesalers/wholesale retailers (23%) share the remaining preferences. This means that, while digitalization is inevitable and essential, the physical, in-person experience remains crucial, especially on holidays like Easter. Therefore, omnichannel strategies must be carefully designed to integrate the best of both worlds.
Impact of advance purchases
Another revealing point is the increasingly anticipatory behavior of consumers. In 2023, according to data from the campaign carried out by Mondeléz Brazil in partnership with RelevanC, 40% of purchases took place 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 saying they will make their purchases in advance – 25% approximately a month in advance and 34% approximately 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 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 be a result of a more cautious consumer, who researches prices, options, and quality in advance, valuing a safe purchase over an impulsive one..
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.
Mondeléz’s case is a good example of what happens when a brand understands this dynamic. By bringing forward its Easter campaign to 2024 and using behavioral data to target actions, 53% of sales were brought forward. Furthermore, the campaign brought new consumers to the brand (50% were new e-commerce buyers), 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) indicates that the consumer, when reached earlier, is open to buying more and trying different products, as long as they are properly stimulated.
Competitive advantage
In this context, we can safely say that anticipation will be a competitive advantage for Easter 2025. Brands that understand that almost 70% of consumers are willing to make advance purchases will be able to create more effective strategies, from segmentation to inventory management and advertising campaigns.
The big lesson 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 chocolate, but about who can establish genuine connections with consumers, anticipating their expectations and ensuring a complete and memorable experience.
