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Easter: A prime time for retailers to shine?

Easter: A prime time for retailers to shine?

As the Easter weekend gets underway, KPMG UK highlights its significance for British retailers.


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Looking at the BRC-KPMG Retail Sales Monitor for the past five years we found:

• The occurrence of Easter has been mirrored by an uplift in like-for-like sales growth each year over the past five years* 

• Retailers have on average seen a 3% like-for-like increase in the month in which Easter fell 

• Food and drink, as well as furniture sales, are commonly the strongest performing categories

Year Date of Easter Month in which Easter uptick was noted, based on the BRC-KPMG Retail Sales Monitor  LFL Growth (%) Strongest Performing Categories
2013 31 March 2013  March +2.59% Food & Drink, Furniture and Flooring
2014 20 April 2014  April +2.05% Furniture and Flooring, Children's Clothing 
2015  5 April 2015 March  +2.43% Furniture, Food & Drink 
2016 27 March 2016  March  +1.94% Furniture
2017 16 April 2017  April  +5.67% Food & Drink 

* Source: BRC-KPMG Retail Sales Monitor, 2013 - 2017


Commenting on the figures and the significance of Easter for UK retailers, Paul Martin, UK Head of Retail at KPMG, said: 

“Seasonal events have long been used by retailers as an opportunity to boost sales, with the Easter weekend being no exception. Besides Christmas, it marks a prime opportunity to cater for those all-important family get-togethers, as well as those looking to make the most of the public holiday.   

“As families come together, a focus on food is quick to follow, so it’s therefore unsurprising that we consistently see grocers perform well as this time of year. Of course the rolling out of Easter Eggs won’t have gone unnoticed. Elsewhere, the public holiday also marks the prime opportunity for many to tackle the home, whether it be the annual spring clean or buying new furniture.  

“This year the pressure is most certainly on as retailers paddle their hardest to stay ahead of the wider industry’s lacklustre performance. Retailers need to avoid those lingering cost pressures which have seen a number of casualties already, as well as battle to remain relevant to would-be shoppers at a time when purse strings are tight. Personalisation and exemplary customer experience will be what keeps retailers on the radar of shoppers.”  



Notes to editors: 

*It’s important to exercise caution in comparing Easter performance year-on-year, with its timing changing each year.   

For media enquiries, please contact:

Simon Wilson, KPMG Corporate Communications

T: +44 (0)207 311 6651

M: +44 (0)77853 73397


KPMG Press Office:

T: +44 (0)207 694 8773 

About KPMG in the UK

KPMG LLP, a UK limited liability partnership, operates from 22 offices across the UK with approximately 14,500 partners and staff.  The UK firm recorded a revenue of £2.2 billion in the year ended 30 September 2017. KPMG is a global network of professional firms providing Audit, Tax, and Advisory services. It operates in 152 countries and has 189,000 professionals working in member firms around the world. The independent member firms of the KPMG network are affiliated with KPMG International Cooperative ("KPMG International"), a Swiss entity. Each KPMG firm is a legally distinct and separate entity and describes itself as such.  




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