Christmas is barely over and New Year celebrations are still days away, but supermarkets are already flogging Easter eggs.
Yep, while many of us are still sprawled out out on the couch, hoovering up the last of the Quality Street, the likes of Tesco, Morrisons, Sainsbury’s, B&M, Waitrose, and Co-op have all jumped the gun and turned their attentions to the next big seasonal event.
From Cadbury Mini Eggs and Creme Eggs to Terry’s Chocolate Orange seasonal treats, various retailers are already making sales, despite Easter not coming around until April 5, 2026.
And it seems there’s a rather sneaky reason why they start going big on the occasion ahead of time; according to experts, it’s a psychological trick that encourages us to buy more.
By putting the products out now, it gets you thinking about the occasion in advance, and makes you more likely to buy in case they don’t have any of the ones you want left in stock come April.
You might also think it’s cheaper and will save you money in the long run if you buy early.
Psychotherapist Kamalyn Kaur tells Metro: ‘Easter eggs being in the shops now is a strategy which can set off our psychological triggers to encourage us to buy them now.
‘Shops will often strategically introduce seasonal items well in advance of the actual holiday or event to create a sense of anticipation and excitement that can prompt early purchases.
‘Seeing Easter eggs displayed now can serve as a visual or subconscious reminder of the event, which can encourage people to start planning their Easter celebrations well in advance.’
She adds: ‘In some cases, if Easter eggs are displayed earlier or introduced at cheaper prices, then it can create a sense of urgency and scarcity, encouraging the consumer to buy sooner, fearing that the item might run out or the prices might get higher closer to the holiday.’
In a situation many of us will relate to, Kamalyn points out that you can then end up buying the eggs now with good intentions of saving them for Easter, before snaffling the lot long before Easter.
You’ll have to go back and buy again. And, depending on your powers of self-restraint, this could prove to be a recurring cycle, meaning you end up buying much more than you initially planned.
The same is also true of Valentine’s, Halloween, or Christmas candy that you find in shops well in advance of the big day.
So next time you think about stocking up on Easter eggs early, perhaps give yourself a moment to pause before loading up your trolley. Consider whether you really want or need it, or if you’re just being influenced because it’s out there in front of you.
Either way, the same products will be back on the shelves in a few months as Easter draws near. Just a little food for thought…
This article was first published on January 1, 2024.
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