• by Maria Bailey , Columnist, April 14, 2025

The price and availability of eggs have been in the news for many months -- and as Easter approaches, the impact on families will continue to rise. Overall, 62% of moms surveyed in a recent poll say they are purchasing fewer eggs due to price and scarcity. 

The situation with eggs has also created a new generation of backyard farmers, with 15% of poll respondents reporting that they now are raising chickens for eggs.   Here are 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.

Sixty-six percent  of moms report feeling disappointed or frustrated that the price of eggs will impact their family Easter traditions.

Fifty-six percent  of moms say they will replace real eggs with wooden or plastic eggs this year because of price and scarcity.

And here’s where opportunity lies 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 premade basket, with 95% 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 costing $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 1-17)

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.