Consumers Plan for Easter Shopping and Beyond

As Easter approaches, retailers have a significant grocery marketing opportunity to capture shoppers looking for holiday essentials. Of the 68% of consumers who plan to celebrate Easter, over half say they’ll buy their holiday goods at big-box stores, followed by grocery stores. With Easter ranking among the top holidays for cooking or baking at home (41% of celebrators), it’s crucial for grocers to highlight their value and selection to attract these shoppers.¹

Candy remains a dominant purchase for holiday celebrations, with 57% of Easter shoppers planning to buy it—second only to Halloween (75%). Grocery stores can leverage this seasonal demand by promoting holiday-themed deals and discounts to draw in cost-conscious consumers. ¹

The Grocery Shopping Landscape in 2025

Despite the rise of online grocery options, the majority of consumers still prefer to shop in physical grocery stores. More than half (52%) of shoppers choose grocery stores for their food purchases, followed by discount stores (33%). Price is the most influential factor when selecting a grocery store (70% of consumers), with location, selection, and quality also playing essential roles.²

The Impact of Rising Prices on Grocery Shopping Habits

As inflation continues to affect household budgets, consumers are seeking ways to make their grocery dollars go further. Many have adjusted their shopping habits:

• 40% of shoppers are taking advantage of sales more frequently.²
• 29% compare prices online before making a purchase. ²
• 25% are using coupons more often. ²

Grocery retailers that emphasize savings through promotions and loyalty programs can build stronger connections with budget-conscious customers.

Shifts in Fresh Produce Shopping Trends

In response to rising grocery costs, more consumers are turning to mass merchandisers and supercenters for fresh produce, leading to a nearly 3% increase in dollar share for these outlets. While grocery stores remain a preferred destination for fresh foods, they must stay competitive with aggressive pricing and multi-channel advertising to remain top-of-mind.³

Digital and Traditional Coupon Usage is Still Strong

Coupons remain a vital tool for saving money, with 43% of grocery shoppers using digital coupons and 23% still clipping paper coupons.⁴ In 2024, grocery stores accounted for 59% of total coupon redemptions in the U.S., showing that promotions play a critical role in consumer purchasing decisions.⁵ Additionally, 34% of grocery store customers buy products only when they are on sale or have a coupon.⁵

The Power of Personalization in Grocery Marketing

With 47% of grocery shoppers prioritizing personalized messages, offers, and recommendations, targeted advertising is key to customer retention.⁵ Multi-channel strategies—leveraging digital ads, direct mail, and in-store promotions—help grocers engage their audience effectively.

Winning Back Market Share With Value-Driven Advertising

Grocery retailers can stay ahead by:

1. Highlighting savings – Regularly promoting sales, loyalty programs, and digital coupons.
2. Emphasizing fresh produce quality – Competing with supercenters by offering locally sourced and organic options.
3. Using personalized marketing – Engaging shoppers with tailored deals and recommendations.
4. Deploying multi-channel campaigns – Combining digital ads, email promotions, and traditional mailers to reach value-conscious consumers.

As grocery shoppers continue to navigate economic pressures, stores that prioritize affordability, convenience, and personalization will stand out. By leveraging targeted advertising and promotions, grocery retailers can maintain and grow their customer base in 2025 and beyond. Learn how other grocery retailers have partnered with Mspark to drive traffic and sales with multi-channel advertising in our case studies. Click “get started” below to be connected with an expert to discuss your marketing goals.

Sources: Numerator: Here’s how consumers plan to celebrate key holidays in 2025, chainstoreage.com¹; Prosper February 2025²; In the Produce Aisle Supermarkets Dollar Share is Shrinking, supermarketnews.com, February 19, 2025³; Supermarket News 2024⁴; AdMall 2024⁵