Easter sales rise across UK supermarkets as shoppers seek out value
Easter sales climbed across the UK's supermarkets over April, as customers sought out value over the period.
Easter sales climbed across the UK’s supermarkets over April, as customers sought out value over the period.
Take-home sales at the UK’s supermarkets were boosted by Easter falling later this year, rising by 6.5% over the four weeks to 20 April compared to 2024, according to Kantar.
Although grocery price inflation increased to 3.8%, spending on Easter eggs was up 11% compared to the same time last year.
The market research company’s head of retail and consumer insight Fraser McKevitt noted: “Chocolate confectionery prices rose by 17.4% this period, the fastest of any category, but that didn’t stop the British public treating themselves this Easter.
“The volume of chocolate eggs sold through supermarket tills still grew by 0.4% on last year, while at the dinner table lamb was the most popular fresh meat joint, followed by beef and pork.”
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Additionally, spending on promotion hit 29.7%, its highest level this year, with McKevitt noting: “The grocers have been sharpening their pricing strategies to stay competitive in the fight for footfall. They’ve invested in price cuts which were the main driver of promotional growth.
“However, it’s not all about price perceptions alone. What’s clear is that shoppers want quality too, particularly on special occasions, and we can track that, for example, in the rapid growth of premium own label in the latest four weeks at 23.2%.”
Moreover, Lidl saw the fastest rise in footfall over the 12 weeks to 20 April, delivering sales growth of 10.1% and helping it to reach an 8% market share.
Ocado held onto its title as the fastest growing retailer for almost a year, with sales growing by 11.8% compared to a year ago.
At the start of the month, Kantar reported that Asda’s sales had fallen by 5.6% during the 12 weeks to 23 March 2025, with its market share slipping to 12.5%. In contrast, Aldi and Lidl both gained market share during the period.
In January, Tesco and Sainsbury’s were also crowned as the Christmas winners by the marketing firm.
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