Easter marketing is in full swing. Pastel palettes, chocolate eggs, and spring sales are everywhere you look. But before you hop into another bunny-filled campaign, here’s a question worth asking:
Is this really what your audience wants?
In this special edition of Marketing Pulse (if you’re looking for the juicy reactions to the non-Easter campaigns, tap here!), we dug into what Easter means to UK consumers in 2025, from personal associations to shopping behaviours. The takeaway? There’s more to Easter than just chocolate and sunshine, and plenty of space for marketers to stand out.
What instantly springs to mind when people think of Easter?
No surprises here, 35% immediately think of chocolate and Easter eggs. One Pulser nailed it with: “Running around a garden looking for chocolate eggs.” It’s nostalgic and joyful, and for most people, it’s what Easter’s all about.
But that’s not the only association.
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30% link Easter to its religious meaning
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20% connect it to spring and new beginnings
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15% associate it with family time and togetherness
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So, while chocolate leads, there are clear emotional and seasonal cues that brands can tap into to create more rounded, relevant Easter campaigns.
What does Easter mean to consumers in 2025?
When we asked people what Easter means to them personally, chocolate still took the crown; 30.85% said it’s all about treats. Only 12% mentioned religion. That’s a pretty significant shift from the holiday’s origins.
It shows just how much Easter has been rebranded over the years, and it’s something worth considering as you shape your next Easter marketing strategy.
Are brands missing the mark with their Easter marketing campaigns?
Honestly? Kind of.
More than 70% think brands are leaning too hard into chocolate, bunnies, and light-hearted fluff. 38% said, “Yes, definitely,” and 33% agreed, “A bit, yeah.” There’s a sense that many Easter campaigns are just more noise in the seasonal marketing machine.
One Pulser even said: “Just another money-making scheme.” Ouch.
Now, this doesn’t mean you need to suddenly go full sermon in your next ad, but there’s an opportunity to bring a bit more heart or meaning into the mix. With 21% of people valuing family time and 16% connecting Easter to fresh starts, there’s plenty of space to explore beyond just chocolate.
Should Easter marketing include religious messaging?
As it turns out, many people haven’t even seen it done.
When asked if they’d spotted a brand that meaningfully honoured the religious side of Easter:
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60% said they couldn’t think of one
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8% had seen it done well and appreciated it
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8% had seen it done and said it felt awkward
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So yes, there’s space here, but it needs to feel authentic. A thoughtful, well-executed Easter campaign that taps into the holiday’s roots could resonate, especially with an audience craving more than just seasonal noise.
What motivates consumers to part with their pennies at Easter?
Let’s talk about shopping behaviour. What motivates people to open their wallets during Easter?
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26% shop to uphold family traditions
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25% are all about Easter promotions and special offers
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24% say it’s a mix of both
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That overlap’s where the magic happens. A campaign that combines meaning and value? That’s the sweet spot.
Oh, and when it comes to the kinds of Easter promotions people love:
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Big discounts are still top of the list (33%)
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Multi-buy deals like “3 for 2” appeal to 20%
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Freebies or bonus items tempt 16%
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Limited-edition drops and loyalty rewards are nice-to-haves, but more niche
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It’s also worth knowing that 25% don’t engage with Easter shopping. So your campaign won’t land with everyone, and that’s okay. But it does mean you’ve got to make your message count for those who do care.
Ready to shape smarter Easter marketing campaigns?
You don’t need to ditch the chocolate, but it might be time to expand the story you’re telling.
✨ Can your brand celebrate renewal, not just rabbits?
✨ Could you bring in family-first messaging that actually resonates?
✨ Is there space to nod to Easter’s deeper meaning, if that fits your audience?
While it might not have the sparkle (and let’s be honest, the budget) of Christmas, Easter is still a golden chance to create a campaign that’s fun, thoughtful, and grounded in genuine consumer sentiment
If you’re keen to understand what your audience really thinks before your next big seasonal push, OnePulse can help. With access to thousands of consumers from across the globe and real-time insights delivered in minutes, you can test ideas, spot trends, and build Easter marketing campaigns that resonate..
👉 Ready to get started? Let’s chat.
