Spring has sprung, and April is bringing all the good vibes – longer days, warmer weather, and, of course, chocolate Easter eggs galore. At Spark Emotions, we’ve just wrapped up our April 2025 Mood of the Nation Report, and there’s no surprised as to what’s trending this month! From Easter celebrations to gardening obsessions and shifting mindsets, here’s how the UK is feeling right now.
Easter Is Back and Bigger Than Ever
Easter’s definitely having a moment, with more people celebrating than we’ve seen in years. Two-thirds of UK adults are planning to get in on the festivities this year—continuing the upward trend we’ve been tracking since 2023. It’s clear that people are embracing Easter as the perfect excuse to slow down, connect with family, and—let’s be real—indulge in some serious chocolate.
For families with kids, it’s all about the fun factor – egg hunts, crafts, and sweet treats. For those without little ones, it’s more about relaxing and treating themselves. But one thing’s for sure: chocolate eggs are non-negotiable. Nearly 75% of adults are planning to buy Easter eggs, and most will pick them up in-store. Price and promotions are the main factors driving purchases, as Easter eggs become more of a casual indulgence than a luxury.
Gardening: The Spring Obsession Continues
With brighter days and greener gardens, Brits are fully leaning into gardening as their go-to spring activity. A massive three-quarters of garden owners are planning to get their hands dirty this season, and even younger generations—who may lack outdoor space—are finding ways to flex their green thumbs with indoor plants, pots, and plant care essentials.
And when it comes to restocking those supplies, 77% of people are hitting up home improvement and discount stores at least once a month. Only about a quarter prefer their local garden centre, proving that convenience and affordability are key.
Mood Check: A Mix of Hope and Uncertainty
While April’s mood is pretty consistent with last year, one feeling is emerging stronger than ever—hope. People are feeling cautiously optimistic as they head into the month, even with some mixed emotions around finances. An interesting trend is the growing divide between those who feel financially confident and those who don’t. The Autumn Budget changes coming into effect might be playing a role here, so it’s definitely something to watch.
Retailer Takeaways: Stay Trendy and Timely
So, what does all this mean for brands and retailers?
- Easter Marketing: Keep your Easter egg packaging focused on price, brand appeal, and sustainability. Family-friendly designs will hit home with consumers looking to create memories.
- Gardening Products: Tap into the spring fever by bundling gardening essentials together—think toolkits with a touch of decoration to encourage creativity and lasting gardening habits.
April is all about renewal, indulgence, and cautious optimism—so whether you’re gearing up for Easter or planting new roots in the garden, it’s clear that the UK is feeling the spring spirit. Want to dive deeper? Sign up for our newsletter and download the full Mood of the Nation Report to get all the insights. Alternatively, if you’re ready to learn more about your customers.
