In retail, Easter counts as the second-biggest seasonal occasion after Christmas, but it works quite differently. It is less about the big gift and more about family, sweets and the start of spring. The spending is lower, but the occasion is broad and emotional. Those who know what matters at Easter can aim their campaign specifically at families, local providers and the spring industries. This article is part of the series on audiences by occasion.
Why Easter has its own logic
Easter is a festival of small pleasures, not of big budgets. The German Retail Association (HDE) expects around 2.1 billion euros in retail revenue for the Easter season 2026, which is about 38 euros per person. The lion's share of that goes to food and sweets. Just how much Easter is a confectionery festival is shown by the Federal Association of the German Confectionery Industry (BDSI), an industry association of the manufacturers: for Easter 2025, around 228 million chocolate Easter bunnies were produced.
For you as an advertiser, that means two things. First, Easter is a mass occasion that reaches almost every family, but with modest individual spending. Second, the competition is local and emotional; it is about proximity, freshness and the good feeling, not about the biggest discount. That is exactly what comes across well on the big screen.
The key audiences at Easter
Families with children. They are the heart of the Easter business. Easter eggs, nests, small gifts, craft supplies and sweets are on the list. You reach this group via streaming specifically by age and interests, and because at Easter the whole family often sits together in front of the TV, several people see the same spot. Why that increases impact is shown in the article on co-viewing on smart TV.
Buyers of sweets and food. Food and sweets are by far the biggest Easter category. Bakeries, patisseries, confectioners, farm shops and food retail are now in high season. For them the appetite appeal and proximity count; a message that shows freshness and craft works more strongly than the price.
The spring starters in the garden and at home. Easter coincides with the start of the gardening season and spring cleaning. DIY stores, garden centres, plant retailers and home decor benefit from the urge to get outside again after winter and freshen up the home. This is a purchase-ready audience that is easy to reach locally.
The Easter brunch guests. On the Easter holidays, restaurants, cafés and hotels live off the family meal, the brunch and the outing. For them the regional lever is decisive, because the guests come from the surrounding area. How precisely streaming can be targeted regionally is shown in the article on regional targeting in streaming TV.
The short-trip travellers. The Easter holidays are a popular time for the first short trip of the year. Theme parks, day-trip destinations, holiday regions and hospitality in the surrounding area can specifically address families planning a day out or a long weekend.
How to play it with onescreen
Two things are decisive at Easter. First, regional targeting: because most Easter purchases happen in the local store and within reach, running by postal code is the most important lever. Second, timing: Easter buying concentrates on the two to three weeks before the festival, and because Easter falls on a different date each year, it is worth a look at the calendar. With onescreen you target specifically by region, age, gender and interests and reach your audience on the big screen, non-skippable and with full attention.
One thing stays important: expectations. At Easter the purchase usually happens in the store or on the outing on site, not directly in front of the TV. Streaming advertising builds demand and puts you top of mind before the family decides where to shop or go. Why relevant attention counts for more than sheer reach is explored in the article Attention Over Reach.
Conclusion
Easter is a festival of family, small pleasures and the start of spring. Individual spending is lower than at Christmas, but the occasion reaches almost every household and is strongly local. Those who, as a bakery, garden centre, restaurant or day-trip destination, specifically address the families in their own area turn a mass occasion into a precise piece of business. Target regionally, plan in good time before the festival and be present on the big screen when the family sits together.
Want to prepare your Easter season via streaming? Book a demo and we will show you the options in 30 minutes. Or get started in the Ad Manager.
FAQ
Who do I best reach at Easter via streaming? Above all families with children, plus the customers of bakeries, confectioners and food retail, of garden and DIY stores, hospitality and day-trip destinations. Targeting is done specifically by age, interests and region.
How much do Germans spend at Easter? According to the German Retail Association, around 38 euros per person and about 2.1 billion euros in retail for Easter 2026. The largest part goes to food and sweets, less to big gifts.
When should I start my Easter campaign? In the two to three weeks before the festival. Since Easter falls on a different date each year, it is worth checking the calendar so the campaign runs in good time before the shopping.
Is streaming advertising worthwhile for local providers such as bakeries or garden centres? Yes, especially for them. Through targeting by postal code you reach the families in your catchment area, instead of scattering budget nationwide.