Why do we consume so many Easter eggs?
It’s not the chocolate per se. In fact, some of it’s awful.
Welcome to Easter, our annual reminder of the irrationality of consumer behaviour.
While it’s cheaper to buy a block of chocolate, in Australia we consume around 100 million Easter eggs each year.
Why?
Psychology.
These eggs are not just wrapped in foil – they’re wrapped in ritual, nostalgia, and meaning.
People pay attention – and pay more – when the context helps them justify it.
Like popcorn at the movies, diamond engagement rings, and champagne at celebrations, the purchase isn’t just about the product.
It’s about the social and emotional license the occasion provides.
So as you enjoy your chocolate eggs this Easter, here’s something to chew on:
How are you giving your customers permission to buy from you?
Have a lovely Easter break.
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