Around this time last year, many countries globally were busy dealing with the outbreak of the COVID-19 pandemic, with shoppers’, therefore, focused less on Easter celebrations. Despite the pandemic’s effects still being felt in many countries, brands and retailers are looking to inspire and excite shoppers this Easter to help create a memorable event.

In this report, we share four key themes from Easter 2021 and highlight best-in-class retail activation in the UK and beyond, including,

• Emphasising at-home celebrations
• Focusing on value
• Showcasing Easter egg innovation
• Activating online Easter shopping