In a follow-up to last year’s trends, the Easter 2025 promotional season showed a continued evolution in how retailers and consumers engage around holiday shopping. According to Numerator survey data, 46% of shoppers said promotions or discounts influenced their decisions while shopping during the Easter holiday, up slightly from 45% in 2024. Meanwhile, 33% cited tariffs or global trade policies as factors impacting pricing or availability of Easter-related items, highlighting a growing consumer awareness of external market influences.
As households continue to navigate pricing shifts and digital touchpoints, retailers expanded their promotional footprint, especially online. Overall, promotional activity this season showed notable shifts across channels, product categories, and retailers.
Key Takeaways from Easter 2025:
Total ad block volume increased 15% YoY, building on the 11.2% growth seen in 2024.
Web promotions jumped 38% vs. 2024, now making up 75% of all promotional volume.
Weekly ad promotions dropped 41% YoY, indicating a stronger pivot toward digital.
CVS led the way with a 22% increase in promotional activity.
Mars Wrigley surged by 81% in promotions—by far the largest manufacturer growth this season.
