Easter 2025: How Consumers Are Shopping and Planning for Spring Gatherings
This Easter and spring, shifts in seasonal shopping and hosting habits will be as prevalent as pastel buckets and festive egg hunts.
This year, consumer behaviors reflect a rising interest in poultry products, earlier meal planning, and a rising interest in smaller, daytime gatherings.
Insights from our 2025 survey of over 500 American consumers reveal clear trends that brands and retailers can leverage for their targeting strategies in the time leading up to spring. Let’s explore four key takeaways from our survey that can help you align with shifting consumer priorities this spring season.
Takeaway 1: Poultry Products Take Center Stage for Spring Meals
When it comes to Easter and spring meal planning, poultry is the clear protein of choice.
Chicken and eggs, both staples of Easter cooking, dominate consumer grocery lists this season. Our survey shows that:
51% of shoppers plan to serve chicken as a centerpiece protein.
48% report using eggs in their spring and Easter meals, making them one of the most essential ingredients of the season.
Beef follows behind at 38.3%, while other meats like pork and seafood see lower levels of interest.
The strong presence of poultry products signals shoppers alignment with traditions and versatility—whether it's roast chicken for Easter dinner, deviled eggs as a popular appetizer, or eggs incorporated into baked goods and casseroles
Make no mistake, though, chicken is continuing to surge in the protein category. Just a few days ago, Tyson Foods reported its third consecutive quarter of increased earnings, with chicken profits doubling compared to the same period a year earlier.
For brands offering poultry-based products, Easter moments present a prime opportunity to reach shoppers as they prep for and finalize their meal planning. Given the heightened general interest in the protein itself, this might be the perfect opportunity to do just that.
Takeaway 2: Springtime Meal Planning Starts Weeks in Advance
Spring shopping isn’t just happening in the days leading up to the holiday—it’s a process that begins well ahead of time.
Our survey found that 32% of shoppers start planning their spring entertaining menus 2–3 weeks in advance, while an additional 27% begin a week prior. This early planning window signals a critical opportunity for brands to reach shoppers long before purchases are made.
When it comes to what shoppers are looking to serve during their spring entertaining events, they’re turning to online recipes for ideas. In fact, 60.2% of shoppers turn to organic and direct search to find spring meal inspiration.
This underscores the importance of early marketing activation for CPG and grocery brands. Retailers and brands should begin their Easter and spring promotions well ahead of time, ensuring that products are visible during high-intent moments of the shopper journey.
Takeaway 3: Alcohol Plays a Key Role in Spring Hosting and Easter Celebrations
Alcohol isn’t just reserved for large celebrations this upcoming season—it’s becoming a staple at smaller, more intimate spring gatherings.
Our survey found that 24% of consumers plan to serve alcohol for Easter gatherings, pacing behind other intimate, daytime gatherings, like Mother’s Day brunches and spring brunch.
When it comes to the most popular alcoholic choices shoppers are turning to for spring celebrations, wine and beer lead as favorites.
Shoppers also aren’t making separate liquor store runs for these purchases—53.7% of consumers buy alcohol as part of their regular grocery trip.
This underscores the opportunity for brands to reach shoppers in-store at the point of purchase.
Takeaway 4: Digital Recipes Influence Spring Grocery Purchases
The growing reliance on digital recipes for meal inspiration and grocery planning continues to shape how consumers shop, especially for seasonal events like Easter and general spring hosting.
In our State of Online Recipes Report, we found that a majority of shoppers found online recipes inspired them to purchase new ingredients, products, and brands they hadn’t tried before.
When it comes to spring hosting, 57% of consumers make their grocery purchases either immediately or within a week of viewing an spring recipe online—proving that recipes are not just sources of inspiration—they’re actionable tools that drive conversions.
By leveraging in-recipe advertising, shoppable recipe integrations, and contextual product placements, brands and retailers can reach their shoppers at the exact moment they are planning for and ready to make their purchases.
Whether it’s promoting seasonal ingredients, Easter baking essentials, or beverage pairings, online recipes prove to be an effective way to meet shoppers in the moments that matter this upcoming spring season.
