Easter Results 2025
A picture says more than a thousand words – and we couldn’t agree more! That’s why SmartSpotter captured hundreds of photos of Easter displays at Albert Heijn, Jumbo, and PLUS.
🐣 Are your Easter displays performing better than average?
Between 4 and 17 February, SmartSpotter carried out an extensive retail analysis in 100 supermarkets across Albert Heijn, Jumbo, and PLUS. The measurement took place well before Easter – an important detail, as experience shows: the longer a display is on the shop floor, the poorer its execution tends to become.
During this analysis, our Spotters identified a total of 624 Easter displays, averaging 6 displays per store. Notably, 73% of these were private label displays, indicating a strong focus on own-brand products during the Easter period.
During this Easter analysis, SmartSpotter mapped out various key factors, including the availability of Easter products, promotional or price communication, and the presence of competing A-brands on the shop floor.
33% of the displays had at least one sold-out product
One in three Easter displays was missing at least one product – a clear missed opportunity for both revenue and customer satisfaction. Especially during key promotional moments like Easter, when impulse purchases are on the rise, a fully stocked display is essential.
62% lacked price communication on one or more items
No price tag? Consumers walk away. Price transparency is one of the most important factors in the purchase decision-making process.
21% of displays featured a competing brand
Uh-oh, the competition made it into your display – that puts you at a clear disadvantage. In some cases, it was the retailer’s own private label, but often it involved a direct competitor’s brand. A missed opportunity, especially in the run-up to Easter, when you want your brand to stand out – not accidentally share the spotlight with a rival.
Would you like to optimise your (Easter) displays?
We are happy to help!