Britain’s Easter Bunny is in the midst of a business boom – and it’s all thanks to everyone’s arch-enemy, Covid-19!
As the UK begins to come out of its seemingly never-ending series of lockdowns in time for the Easter weekend, and the return of the ‘rule of six’ permits small outdoor gatherings, the Poms are rushing to ensure there are plenty of treats to go around.
After all, why not celebrate your new-found freedom – and the chance to finally catch up with loved ones – with a few extra hot-cross buns or choccie eggs?
Hungry Britons surpass themselves in 2021
According to Kantar, an international market research company, hungry Britons have surpassed themselves in 2021 by spending £37-million (AUD67-million) on hot-cross buns and £153-million (AUD277-million) on Easter eggs up to 21 March.
To put things in perspective, that’s £48-million (AUD87) more than was spent at the same stage last year. The be fair, though, there was probably more focus then on squirreling away cartons of extra loo rolls and thoughts of bopping PM Boris Johnson on the nose!
“People [are] making a special, even symbolic, effort this year and grandparents might be showing up with additional treats,” observed Kantar’s Head of Easter Bunny Insights, Fraser McKevitt.
Supermarket sales are doing surprisingly well
But the plan isn’t just to feast on Easter treats apparently. Kantar’s survey of 70,000 Brits found a quarter of them planned get the barbecues going, with around 60% simply intent on socialising in one form or another.
Among the other trends identified by Kantar is that current supermarket sales continue to be well ahead of both 2020 and 2019. Perhaps because people are spending less money on going to the out-of-bounds pubs and exotic Spanish holiday beaches?
Britons are also more willing to shop again in person, rather than relying on online retail options. There were13-million more supermarket visits in March than in February, and online sales accounted for only 14.5% of the market, a decline from the record of 15.4% seen in February.