Supermarkets are already stocking up, months before Easter Sunday
09:29, 15 Jan 2026
Christmas was just weeks ago, and while the festive season is but a faint memory, many shoppers will have noticed Easter eggs lining supermarket shelves, days after December 25.
This move always divides customers, and whether you love new Easter treats or hate them, the fact of the matter is the eggs are going to be on supermarket shelves.
Now, a psychologist has revealed the truth behind the phenomenon that is putting Easter eggs out incredibly early, with one claiming it's actually a psychological trick to make individuals purchase more.
The thought behind it is that when you sell Easter products months before Easter Sunday, the retailer almost plants an idea in your head that likely you might be able to snag your favourite products before they are sold out.
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Kamalyn Kaur, a psychotherapist, told the Metro: “Shops will often strategically introduce seasonal items well in advance of the actual holiday to create a sense of anticipation and excitement that can prompt early purchases.”
“Seeing Easter eggs displayed now can serve as a visual or subconscious reminder of the event, encouraging people to start planning their Easter celebrations well in advance.”
She continued: “In some cases, if Easter eggs are displayed earlier or introduced at cheaper prices, then it can create a sense of urgency and scarcity, encouraging the consumer to buy sooner, fearing that the item might run out or the prices might get higher closer to the holiday.”
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It is thought you might buy Easter eggs with the thought of saving them for Easter, however, the reality is you may actually end up eating them way before the holiday period arrives.
At other times of the year during Valentine's, Halloween and Christmas, it is usual for big firms to also carry out the same behaviour.
Many retailers have been snapped selling Easter eggs early, including Poundland, Tesco and Iceland.
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