While many see a bank holiday traffic jam, savvy brands see a captive audience as the Easter getaway drives a 45% spike in MSA snack sales and a major opportunity for real-time consumer influence.
The Easter Bank Holiday is one of the busiest long weekends of the year, with millions hitting the road for family visits, getaways, and leisure trips. During the Easter school holidays, MSAs welcomed an average of 6.7 million weekly visitors, up 6% on the previous fortnight, giving brands a chance to reach families at scale while they are together and receptive.
Audience peaks came on Thursday, Friday, and Monday, with Fridays showing the strongest uplift as families set off on their trips. Alongside family groups, rising Gen Z travel volumes highlight the growing presence of younger audiences in Easter journeys.
Spending patterns show the strength of the season. Good Friday snack and drink sales surged 45% above average, while confectionery stood out with 63% of visitors purchasing sweet treats. These spikes reflect a mix of planned purchases and spontaneous indulgence, creating natural opportunities for influence. With journeys building from Thursday afternoon through to Easter Monday, MSAs offer multiple touchpoints to capture attention and shape buying decisions.
Easter is more than a holiday, it’s a high-energy moment of family time, seasonal treats, and on-the-go purchases. MSAs transform everyday journeys into brand experiences, making Easter the perfect time to connect, inspire, and drive sales.
