Sales Up, Shoppers Elsewhere? Easter 2025 Unpacked

How are you feeling, really, after Easter 2025? If you’re in retail, the answer might depend on where you’re standing—behind the till or by the front doors. Because while takings were up and orders rolled in across the UK, the actual number of people coming through the doors paints a more nuanced picture. And the reason? Timing.

Sales Surge: The Numbers That Mattered

This year, Easter brought a proper lift in consumer spending. Shoppers shelled out a hefty £2.3 billion over the long weekend—well up on last year. On average, individuals spent £124.75, a rise of over £12 from 2024. And this wasn’t just a case of chucking a few extra eggs in the basket.

Food and drink dominated (as they often do), soaking up more than 70% of Easter budgets. But there was a healthy uptick elsewhere too:

Gifts, Gadgets & Gaming: Orders shot up by more than 150% since 2022. A proper surge.
Furniture, Home Furnishings & DIY: Revenue climbed 14% since 2022, though orders dipped slightly compared to last year’s peak.
Sports, Outdoors & Recreation: Orders rose 30%, with revenue up 13%.

That said, average order values took a bit of a knock. In many sectors, customers were still watching the pennies. Take Furniture and DIY: AOV dropped from £235.54 in 2024 to £221.02 this year. The appetite is clearly there, but shoppers are stretching their budgets carefully.

Footfall: The Calendar Conundrum

Now, let’s talk footfall. March 2025 saw numbers drop 5.4% year-on-year across the UK. On paper, that’s a cause for concern. But there’s a catch—Easter landed in April this year, not March. Which means comparing like-for-like footfall doesn’t quite stack up. shopper

Break it down by nation and the picture looks familiar:

England: -4.9%
Scotland: -6.6%
Wales: -8.3%
Northern Ireland: -9.0%

Retail parks fared better than high streets and shopping centres, likely thanks to their mix of stores, easy access, and—you guessed it—free parking.

According to the BRC , this year’s calendar shift skews the figures. Many retailers are pinning their hopes on a strong April to balance the books.

Meanwhile, retail sales for the five weeks ending 5 April 2025 crept up 1.1% year-on-year. That’s decent, but shy of the 3.5% growth seen in March 2024. Again, it all circles back to Easter turning up late this year.

What’s Driving the Spend?

So, what’s fuelling all this extra spending? It’s not just Easter cheer—consumer habits are evolving, and retailers who’ve clocked that shift are reaping the rewards.

Shoppers aren’t just heading to the high street anymore—they’re discovering ideas on TikTok, saving inspiration on Pinterest, and checking out online. Click-and-collect and next-day delivery continue to play a big role, especially for those making last-minute dashes.

And Easter itself is changing. It’s no longer just about chocolate eggs and Sunday lunches. For many, it’s become a springboard into the new season—a chance to refresh the home, get outdoors, or pick up something a little special “just because.”

Key Takeaways for Retailers

Here’s the crux: timing matters, but it’s not the whole story.

Yes, March footfall dipped—but only because the Easter rush hadn’t landed yet. April is tipped to reveal the real picture. Meanwhile, spend and orders were up across the board, with customers opting for thoughtful purchases and meaningful experiences.

Retailers who’ve married strong online engagement with in-store convenience are the ones reaping the rewards. The consumer is still very much present—they’re just arriving via different routes.

So maybe the question isn’t “how did Easter go?” but “how are we evolving with our shoppers?” Because one thing’s clear—the retail calendar is still ticking, it’s just got a few more moving parts than it used to.

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