Traditionally a time for beanies, bunnies and an excess of chocolate, Easter has increasingly taken on a new aspect, and more so since the lifting of Covid-19 restrictions.
Easter crackers, Easter wreaths and Easter trees are now staples of Christian holiday marketing, with holidays starting to look a lot like Christmas.
Lifestyle magazines are brimming with shiny images of wreath-adorned front doors, while pastel-colored crackers and bunny-shaped napkins nestle among sparkling wineglasses and cutlery on elegant dining tables.
With pandemic closures and restrictions having disrupted family gatherings for the past two years, the appetite for Easter decor in 2022 is greater than ever, it seems.
Many retailer websites are already out of stock Easter cookie kits – the equivalent of the Christmas cookie but often featuring an abundance of bunnies and floral artwork. Consumers are invited to “fill up” with chocolate treats, while others contain fluffy yellow miniature chicks. Supermarket retailers Aldi, Tesco and Sainsbury’s all appeared to have sold cracker kits online on Sunday.
According to research by retail analyst Mintel, the value of Easter was estimated at £550 million for UK retailers in 2016, and that figure has since risen. In 2021, almost one in 20 Britons brought home decorations for Easter, rising to one in 10 between the ages of 25 and 40.
This year, with social distancing rules no longer enforced, retailers are hoping owners will push the boat even further on lavish decorations.
Eggs are no longer just made of chocolate, but are painted, beaded with Fabergé-inspired designs, and set to sparkle from special Easter twig trees. At John Lewis, sales of Easter trees are said to have increased by 65%.
Popular wreaths feature faux flowers, eggs, and twigs, while others incorporate lights and candles.
Hobbycraft, whose Easter range includes fillable eggs and burlap gift bags for bunnies, is offering in-store workshops on creating the perfect wreath and bonnet. Sales of its Easter chocolate egg molds are up 100% year over year, while searches for its Easter tree centerpieces are up 45% in March 2022 compared to the previous month .
Katherine Paterson, director of customer development at Hobbycraft, said there was also a significant movement towards sustainability, with blank mache, wood and ceramic Easter decorations proving popular. Searches for its mache cracked eggs and ceramic hanging baskets had increased by 300% and 122% respectively in 2022 compared to last year.
“We’ve seen a huge increase in demand for reusable toppers every year as customers become more waste conscious and look for ways to reduce waste and find plastic-free alternatives,” she said. declared.
Lisa Cherry, seasonal buyer at John Lewis, told the Mail on Sunday: ‘Customers are looking to create their biggest Easter celebrations this year and bring friends and family together.
Wayfair retailer style consultant Nadia McCowan Hill told Ideal Homes magazine: “After a cold, wet and stormy winter, we look forward to better times and we can celebrate the arrival of spring. 2022 is all about marking milestones and welcoming hopeful new chapters and it looks like UK shoppers are planning to go big this Easter, with customer searches increasing by up to 500% for Easter trees, eggs hanging and Easter wreaths.