KPMG: Easter boom: the season is exploding for families, retail and the chocolate industry

Along with growing consumption, family is at the center

Easter is all about traditions and family gatherings around the world – including in Hungary. Accordingly, even in the face of a more unfavorable economic outlook, people are willing to spend to experience the moments of the holiday. According to the American Retail Federation, nearly $24 billion was spent in the United States during the Easter period last year. This is about $1.5 billion more than the previous year and only slightly less than the record set in 2023.

The most important spending categories are food, gifts, clothing, sweets, flowers and decorations, which shows that Easter is a time of eating, gift-giving and home experience, where tradition remains the strongest motivation, and family and children are at the center. Shoppers are highly price-sensitive, which is why a large percentage of them seek out discount stores, while lower-income households spend more modestly in certain Easter categories.

The 2025 survey by the Hungarian Confectionery Association also shows that people are not giving up on the holiday altogether, they are just spending more consciously: domestic confectionery sales remain significant during the Easter period, typically 15-20% higher than the rest of the year. This clearly shows the impact that the holiday can have on individual retailers, and how much they need to prepare for these occasions.

“The success of the Easter period does not only depend on whether there are enough seasonal products on the shelves, but also on how well businesses can assess customer needs in advance. At such times, optimized inventory, well-timed promotions and the ability of companies to react quickly and flexibly to changes in consumer habits become particularly valuable. For smaller businesses, this is not only an opportunity for additional income, but also an important opportunity to strengthen their relationship with their customers. The festive period thus represents a commercial peak and a brand-building opportunity at the same time”

– said Tamás Kórász, co-head of the consulting business at KPMG.

Digital tools can boost Easter trade

Peripherals that are connected to some significant day are particularly decisive for the revenue and success of retail businesses. At this time, consumption noticeably increases: families gather, more people travel, and demand increases for “special” gifts such as flowers on Valentine’s Day and eggs and chocolate at Easter. KPMG’s global consumer and retail study , companies that use artificial intelligence to improve their data processing capabilities can achieve significant profit growth.

The respondents in the study have a gloomy view of the future, which is why they expect difficulties in business. According to them, in order to succeed, companies must think ahead and flexibly adapt to the changing needs and preferences of customers. And technology can help in this.

73% of respondents in the research reported that after implementing AI technologies, they were able to realize business value through easier exploitation of data, optimized operations, personalized marketing and more accurate replenishment of stocks.

“Maximizing the possibilities of artificial intelligence can bring tangible benefits to retail, especially during key periods such as Easter. Easter campaigns will be much more personal, the price