The price and availability of eggs have been in the news for many months and as Easter approaches, its impact on families will continue to rise. Overall, 62% of moms surveyed in a recent pool by BSM Media, say they are purchasing fewer eggs due to price and scarcity.
BSM Media, the leading Marketing to Moms agency, recently surveyed 500 moms across America on how the shortage and price of eggs will affect their families this Easter season. Although it creates disappointment and frustrations for many families, it is apparently creating opportunities for additional sales for the toy and sweets industry. The situation with eggs has also created a new generation of backyard farmers with 15 % of respondents reporting that they now are raising chickens for eggs. Here’s the numbers behind the new look for Easter in 2025.
- During Easter, moms report they typically use eggs for decorating (92%), egg hunts (39%), baking (84%) or making Easter traditional dishes (78%).
- Almost 40% of moms say they will be changing or eliminating Easter tradition this year due to the scarcity or price of eggs. Thirty-eight percent of moms who will keep eggs as part of their family traditions admit they will buy fewer eggs this year.
- Families this year will use more plastic eggs, eliminate dyed eggs from Easter egg hunts and only use them for eating, or substitute eggs in their child’s baskets with other items such as additional candy or small toys.
- 66% of moms report feeling disappointed or frustrated that the price of eggs will impact their family Easter traditions.
- 56% of moms say they will replace real eggs with wooden or plastic eggs this year because of price and scarcity.
And here’s where the opportunity is for candy and toy companies.
- 30% of moms intend to spend more on non-egg treats and gifts like toys and Easter basket candies due to the price of eggs.
- 89.7% of moms typically make an Easter basket for their children.
- Only 3% of mothers buy a pre-made basket with 95% of moms building a custom basket for their children.
- 35.78 % of moms spend $25-$49 on an Easter basket for their child, 17% spend $50-$75 and 12% spend over $100 on each basket.
- 45% of moms purchase toys $10-$12 for their child’s basket with 11% spending on toys $13-$25.
- 30% of moms intend to spend more on non-egg treats and gifts like toys and Easter basket candies due to the price of eggs.
- 89.7% of moms typically make an Easter basket for their children.
- Only 3% of mothers buy a pre-made basket with 95% of moms building a custom basket for their children.
- 35.78 % of moms spend $25-$49 on an Easter basket for their child, 17% spend $50-$75 and 12% spend over $100 on each basket.
- 45% of moms purchase toys $10-$12 for their child’s basket with 11% spending on toys $13-$25.
- 86% of moms will buy small toys with 66% buying stuffed animals and 44% buy games.
- 48.77% of moms shop for Easter basket items the few weeks before Easter. (This year it will be April 1-17th)
Most companies forget about the opportunity to market to moms during the Easter season and leave big dollars on the table. Don’t hop away from the chance to add incremental revenue to the bottom line this year. The majority of moms surveyed say they shop during the two weeks before Easter.
BSM Media recommends creating content that shows how your product fits into an Easter basket or can be used for prizes for egg hunts. Need some inspiration? Visit www.momselect.com or email Maria@bsmmedia.com for more information.
