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Consumers snap up record number of Easter eggs

April 1, 2021 07:00am
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Shoppers are snapping up record numbers of Easter Eggs and other seasonal treats following another small increase in household disposable income.

The latest data from Asda’s Income Tracker, which measures disposable income, showed that families were on average £26.43 a week better off in February compared to a year before - an annual increase of 12.1%, which is the second highest rise during the last decade.

Asda’s customers are also planning to indulge themselves with the supermarket on course to sell a record 19 million Easter eggs this year – three million more than it sold during Easter 2020. The increase has been driven by customers beginning their Easter preparations earlier this year and buying more eggs than they have in previous years, with each customer taking home four eggs on average.

Asda has also seen strong demand for other season specialities and expects to sell 33 million individual hot cross buns, more than two million individual chocolate bunnies and over 100,000 novelty bunny ears. Customers are also getting into the spirit of celebrating as sales across Easter crafting, decorations and games are also up by 207% year-on-year.

The uplift in Easter sales follows a strong performance by Asda in the latest Kantar Worldpanel data, which showed the supermarket had grown ahead of the market, with growth of 7.6% year-on-year, increasing its market share to 15.1%.

Rob McWilliam, Asda’s Chief Finance Officer said:

“Shopping patterns this Easter have looked very different to previous years, with customers stocking up earlier and putting more seasonal products in their baskets. After a year of lockdown, with such limited opportunities to spend on social activities meaning some households have more disposable income available, it is entirely understandable that families are treating themselves and their loved ones to affordable Easter treats.

At Asda, we’ve worked hard to ensure we’ve got everything a family will need to make the most of the opportunity to celebrate the start of spring – and are looking forward to a great Easter weekend for our customers.”

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