New research reveals how vital convenience stores can be for Easter shoppers

New research has shown that over a third (35%) of UK shoppers say their local convenience store is very important over Easter weekend, with one in five (19%) citing location and 16% citing longer opening hours as reasons they plan to visit.

Only 40% of consumers say they definitely won’t visit a convenience store - and 39% say they definitely will, with the remainder unsure, highlighting the important role stores play for last-minute needs.

The new research, from product intelligence business, Vypr, reveals 34% of consumers expect to make impulse purchases. Although basket value is low, with the majority (41%) expecting to spend less than £5, encouragingly for stores, almost a quarter (23%) will spend £11–20 over the Easter weekend.

Further data reveals 61% of shoppers expect their Easter spending to remain in line with last year and 22% plan to spend less, whether that’s within the convenience sector or supermarkets.

However, overall budgets remain at the lower end of the scale, with 69% planning to spend £25 or less on the occasion, including all food and drink to entertain at home and Easter gifts and decorations.

Easter eggs show an interesting opportunity for convenience retailers as the research reveals they’re no longer seen as just for children. While buying for children leads (41% will purchase one), a significant proportion of shoppers are also purchasing for adults (21%), friends (7%) and themselves (7%).

Ben Davies, founder of Vypr, said: “Convenience stores have a great opportunity this Easter, not just for last-minute grocery shopping, but also Easter eggs. They remain a must-have, but increasingly they’re being viewed as small, affordable treats not just for children, but for adults and even self-indulgences.

“Choosing the right selection of Easter eggs could deliver incremental lastminute sales. Nearly half of those we asked (49%) expect to spend £10 or less on Easter eggs, and 64% say they are actively interested in smaller or lower-priced options. So if convenience retailers can offer competitively priced eggs they could drive basket spend this Easter.”