Winning Easter in Australia

Easter remains one of the most commercially significant seasonal events in Australian grocery retail, second only to Christmas in confectionery sales. In 2026, retailers face a more value-conscious shopper, but also a growing appetite for premiumisation and experimentation at home.

Pairing hot cross buns with ice cream

Hot cross buns have been flying off the shelves in supermarkets since January. Look out for Coles Limited Edition ice cream that has been launched to pair out with hot cross buns for indulgence. Creating a new recipe or complimentary product is a great way to add “one more” product into the basket.

Side dishes to go with roast meat

Woolworths promoting side dishes alongside roast meat is a classic basket-building strategy. By suggesting complementary items (e.g., salads, sauces or dips), they nudge customers to purchase more than just the main protein, increasing the overall transaction value. Many of the additional ingredients typically carry higher margins than fresh meat. This approach not only simplifies meal planning for customers but also subtly shifts purchasing behaviour toward a more complete and more profitable shop.

IGA Great Easter Hunt

The IGA Easter Egg Hunt is a seasonal activation designed to increase foot traffic and overall spend during a key trading period. By creating a fun, family-oriented in-store experience, it encourages shoppers to visit more frequently and stay longer, which naturally lifts impulse purchases. It also positions IGA as a community-focused retailer, strengthening customer loyalty while capturing a larger share of Easter-related spending beyond just chocolate eggs.

Category exposure into a broader lifestyle destination

At IGA Queen Street, cross-merchandising gifting and homewares alongside core grocery items is a deliberate strategy to drive incremental sales. By placing complementary, non-food items in high-traffic areas, the store prompts unplanned purchases. Gifting and homewares typically deliver stronger margins than everyday grocery staples, so adding these to shoppers’ baskets can materially boost overall profitability.

Key takeaways for retailers:

Growing shoppers’ baskets starts from their planning stage. Providing recipe ideas online helps shoppers who are entertaining and encourage them to focus on the complete meal. Retailers who include more experiential elements to attract shoppers to the store (e.g. Easter egg hunt) are also strengthening customer loyalty. Cross-merchandising, interesting food pairing and gifting ideas are great ways to sell more during the festive season. 

Key takeaways for suppliers:

Suppliers can align promotions to shopper’s timing. In the planning phase, create awareness and drive premium options. As shoppers are in the store, or while shopping, offer trade-up and bundles. In the later phase of the season, drive impulse and convenience. The key is to avoid over reliance on deep discounts in the early phase.

Retailers and suppliers that collaborate to deliver mission-led, cross-category Easter solutions supported by experiential engagement and clear price architecture will be best positioned to unlock both immediate seasonal gains and long-term shopper loyalty.

What’s next?

Learn more about Easter activations in the UK and our expectations on how to win in 2027.