Mirvac Retail has revealed key gifting and celebration insights for this Easter season via new research, with chocolate bunnies edging out chocolate eggs as the chocolate of choice, with more than a quarter of consumers (27%) preferring the iconic Easter speciality.
Chocolate (all types) reigned as the crowd favourite for gifting with almost two thirds (63%) of survey respondents choosing chocolate to spoil loved ones, reinforcing the traditional connection between Easter and chocolate indulgence in Australia.
Mirvac Retail surveyed more than 1,200 customers last month to uncover Easter’s most wanted gifts and activities – with chocolate and easter-themed pyjamas the winners, along with the traditional favourite – the easter egg hunt.
“As a chocolate lover myself, I am not surprised that chocolate remains the preferred gift to treat loved ones with this Easter season. However, this research tells a story of evolution for Easter celebrations. This holiday, which is always a popular time for our retailers, is no longer just chocolate and hot cross buns, but a blend of meaningful gifts and memorable experiences, from bunny-patterned pyjamas to family outings,” said Alison Flemming, General Manager, Portfolio Management – Retail.
The broad appeal of Easter celebrations is clearly reflected in the rising popularity of non-edible Easter-themed goodies – the second most preferred gift, selected by 59% of Mirvac customers. Traditional and interactive experiences remain popular, with around half of respondents planning Easter egg hunts (55%) and family days out (45%). Meanwhile, more than a quarter are planning some Easter DIY crafts (26%) signalling a growing interest in creative, hands-on ways to celebrate.
“Our retail centres are embracing Easter in line with this research – with our retailers fully stocked with these most-wanted gifts, and free activities from craft to meeting the Easter Bunny and Easter egg hunts in time for the school holidays and Easter break,” said Flemming.
When it comes to respondents’ favourite type of Easter chocolate, there were a clear top three categories – chocolate bunnies, mini eggs and hollow eggs, which together account for nearly 68% of consumer preferences:
- The classic Easter chocolate bunny was still the clear favourite (27%)
- Mini eggs just secured second place (21%), over the classic hollow egg (20%)
- Specialty chocolates, including cream-filled eggs (9%) and fancy chocolates (10%) accounted for 19% of preferences.
“There are so many brands and types of chocolate now, and while it may at first seem overwhelming, it is always so wonderful to see the creativity and thought that goes behind these Easter delicacies. Despite the significant market for specialty and premium Easter chocolate offerings, there is still an enduring appeal of the seasonal classics that consumers love during the Easter season,” said Flemming.
For non-edible gifts, top picks included:
- Pyjamas (72%), were overwhelmingly the most popular Easter-themed item.
- Home decor (39%) came in as the second most popular items, highlighting the growing trend of transforming homes into festive Easter showcases.
- Books (38%), were a popular choice amongst survey respondents revealing a strong market for Easter-inspired narratives ahead of the Easter break.
- Easter-themed clothing (29%) appealing to those with an interest in seasonal apparel that’s different to pyjamas.
- Toys (26%) offering a fun, non-edible Easter gift option.
In terms of the best time to shop for Easter treats, the survey data indicated a clear preparation trend with nearly 71% of shoppers beginning their Easter shopping at least one week before Easter Sunday, and only 12% making a last minute dash to the shops. This shows that Easter is a carefully planned shopping experience, providing retailers with a valuable opportunity to connect with shoppers well ahead of the Easter period and provide a fun and engaging Easter-themed experience.
“At Mirvac Retail, our customer is at the core of every decision we make. That’s why research into our local customers at each centre is so important in allowing us to create a high-value and engaging retail experience,” said Flemming.
Add comment