45 million people. £2 billion up for grabs. One very optimistic chick in sunglasses.

Easter has quietly become one of the most interesting retail moments of the year – and it's no longer just about eggs. Shoppers are in full spring-reset mode: refreshing routines, planning weekenders, treating themselves (and others) to small luxuries across categories.

We've pulled together the shopper behaviours, activation ideas and timeline you need to make the most of it.

No fluff, just genuinely useful stuff.

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