Hopping Into Insights: What Easter Can Teach Us About Consumer Behavior

As marketers and researchers, we know the value of a good data point—especially when it reveals something about consumer habits and sentiment. With Easter coming up, we took a look at what Tellwut members shared about their plans, preferences, and seasonal behavior. What does this tell us from a B2B and market research perspective? More than you might think. 

Seasonal Sentiment: A Springboard for Engagement

According to our recent survey, 69% of Tellwut members planned to celebrate Easter in some way. Whether that meant a family gathering (59%), attending religious services (22%), or organizing an egg hunt (13%), these responses highlight the enduring emotional pull of seasonal events. 

From a B2B standpoint, this signals opportunity. Brands and businesses can tap into these calendar-based moments to strengthen engagement—whether through themed promotions, relevant messaging, or timely surveys that feel aligned with a consumer's current mindset. 

What Really Matters: Food, Family, and… Peeps? 

When asked about their favorite part of the holiday, family time (40%) came out on top, followed by the food (22%), Easter treats (17%), and religious services (15%). These insights show that emotional and sensory experiences—things that bring people together—carry the most weight. 

And yes, we got specific on the sweets too: Cadbury Crème Eggs (21%), Peeps (20%), and Reese’s Eggs (19%) claimed the top three spots. For marketers, this underscores how nostalgic and iconic products can continue to win hearts (and baskets). 

Consumer Actions: Insights in the Details 

Not only do 26% of respondents plan to make Easter baskets, but 35% decorate or do crafts, and 18% even consider Easter their favorite holiday. These stats offer micro-insights into niche behaviors—ideal for companies in retail, DIY, or home goods to create campaigns that resonate with an already engaged audience. 

And if you're in the floral business? Tulips (29%) bloom brightest, followed by Easter Lilies (23%) and Daffodils (21%). 

Takeaways for B2B Market Research

Here’s what this means from a market research lens: 

• Seasonality is strategy: Don’t underestimate the power of holidays, even if they aren't traditionally "shopping" seasons. Easter may be soft and pastel-toned, but the sentiment is strong. 

• Nostalgia sells: From candy to family gatherings, there's deep emotional equity in tradition-based products and experiences. 

• Micro-moments matter: Small behaviors like crafting or basket-building reflect broader engagement patterns and can be harnessed in creative ways. 

At Paradigm Sample and Tellwut , we believe the best insights bloom when you meet people where they are—whether that’s around the Easter dinner table or filling up a basket with Cadbury eggs. Client-centric innovation is in our DNA, and seasonal behaviors like these help us shape more human, more meaningful data stories.

Let’s crack open new possibilities together. Schedule time via the calendar below to explore how we can turn fresh, timely insights into your next big breakthrough. Contact us today: https://corporate.paradigmsample.com/contact-us/