A survey by the market research institute POSpulse has determined how much the German population spent on Easter gifts in 2019. More than 60% of respondents said they paid more than 20 euros for Easter gifts. Almost 15% even above the 50 euro mark. When looking at the Easter trade in Germany and Austria, it was also noticed that the order figures increase rapidly from two weeks before Easter - by a whole 14%. This increase in the Easter season is only beaten by the Black Friday to Cyber Monday sales days, which Warehousing1 had already reported on in a article before.
Find out exactly what this means for your eCommerce shop, what you can learn from last year's sales figures and how to prepare your logistics processes for the increased demand at Easter in this blog post.
Which items sell particularly well at Easter?
For a long time now, Easter has also been gaining more importance in retail and is catching up more and more, especially compared to the strong-selling pre-Christmas period. This is hardly surprising, as Easter Sunday is the most important Christian holiday of the year. According to surveys by the German Federal Statistical Office, the largest share of customer purchases is for sweets. This is followed by colorful, boilt eggs, putting non-food items in third place on the Easter popularity scale. In the toy trade, around 5% of total annual sales are generated in the run-up to Easter, equivalent to around 150 million euros. In addition, the trend towards giving away even high-priced goods has clearly emerged in recent years. It is suspected that this will increase in the coming years.
While the majority of Easter shopping still falls to brick-and-mortar retailers, more and more people are also spending money on Easter gifts online. The online sales hits at Easter primarily include toys and decorative items, as can be seen in the chart below.
Easter 2018 - 2020: Looking back
2018 & 2019
The HDE Handelsverband Deutschland (German Retail Association) has published the most important key data of 2019 in a Study. veröffentlicht. So haben die Befragten rund 13 % mehr als in 2018 für ihre Ostereinkäufe ausgegeben. Bezogen auf den eCommerce waren es sogar 16,9 % mehr.
The figures already illustrate the increasing importance of Easter business and, in particular, the rising online shopping behavior of customers in terms of annual sales.
Logistik an den Aktionstagen an Ostern 2025
Here is your list of all the points to consider for successful campaign logistics at Easter:
✔ Inventory and availability of goods: Always keep inventory levels of potential bestsellers high to avoid sell-outs. With constant product availability, you will make your customers happy not only in the short term, but also in the long term.
✔ Marketing: Have you planned special Easter campaigns? Or will your Easter deliveries be sent in special boxes with special imprints? Make sure your fulfillment service provider is prepared and briefed to reliably implement all your requirements.
✔ Fast and reliable delivery: Haben Sie ein Datum kommuniziert, bis zu welchem die Bestellungen eingehen müssen, um fristgerecht bis Ostern geliefert zu werden? Fragen Sie bei Ihrem Fulfillment-Dienstleister nach, ob dieser Zeitrahmen realistisch ist, oder ob mit Lieferverzögerungen zu rechnen ist. So können Sie etwaige Lieferversprechen noch rechtzeitig anpassen.
Conclusion
Judging by the historical data on Easter and the developments in the eCommerce sector, it is highly likely that Easter will once again ensure record sales this year. Therefore, it is inevitable that you need to provide your customers with an excellent shopping experience, just like at any other time of the year. With attention to detail in fulfillment - through flyers, creative stickers and cardboard imprints - you can effectively increase customer loyalty and attract new existing customers.
Ihr derzeitiger Logistik-Partner ist nicht flexibel genug, um Ihre Sonderwünsche umzusetzen? Oder sind Sie sich einfach nicht sicher, ob Ihr derzeitiges Logistik-Setup mit der gesteigerten Nachfrage zu Ostern mithalten kann? Warehousing1 hilft genau hier: Mit rund 1.000 Partnerstandorten in ganz Deutschland und Europa finden wir den perfekten Fulfillment-Dienstleister für Sie und Ihr Unternehmen. Senden Sie uns eine Anfrage – einer unserer Account-Manager wird sich binnen 24 Stunden bei Ihnen melden.
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