The days are getting longer, daffodils are appearing, and after months of grey skies the UK is finally seeing glimpses of sunshine. Spring is on the horizon and with it come some of the biggest moments in the retail calendar.

You’ve likely already spotted another seasonal sign in supermarkets: shelves stacked with Easter eggs. For many shoppers, it’s a clear sign that Easter is just around the corner. But it’s not the only occasion brands should have on their radar. As the season moves through Q2 and closer to summer, another key retail moment follows: Father’s Day.

Together, these occasions create a valuable opportunity for brands to connect with shoppers, whether they’re indulging in seasonal treats at Easter or picking up thoughtful gifts to celebrate the father figures in their lives. The key, as always, is to combine mental availability (being top-of-mind) with physical availability (being easy to find). Out of Home, with its unique blend of scale and retail proximity, is one of the few channels that can influence both the build-up and the moment of purchase.

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‍Moments that shape shopper behaviour

In our Retail Occasions series, we take a deep dive into how shoppers behave around key moments in the calendar. We spoke to 1,000 UK consumers to understand how they’re preparing for Easter and Father’s Day.

Easter remains one of the UK’s biggest seasonal food occasions, worth £1.68 billion to retail in 2025. With 91% of people shopping for the occasion, it draws consumers into stores for chocolate eggs, seasonal biscuits and baked goods, as well as treats to share with family and friends over the long weekend.

But the seasonal opportunity doesn’t stop there. Father’s Day follows later in the quarter as another major retail moment centred around appreciation and gifting. The occasion generated £1.12 billion in spend last year, with 56% of UK adults planning to purchase to celebrate the father figures in their lives. From confectionery and alcohol to toiletries and small gifts, shoppers look for simple ways to mark the day.

Together, these occasions act as powerful Category Entry Points – moments when shoppers naturally turn to confectionery, treats and small gifts as part of their seasonal shop. To win those moments, brands need to stay top-of-mind while also being easy to find when shoppers are ready to buy.

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In-store still wins seasonal moments

Physical stores continue to play a central role in seasonal shopping. Easter, in particular, is a strongly in-store occasion, with 93% of shoppers planning to make purchases in physical retail locations. From supermarket displays stacked high with chocolate eggs to last-minute treats picked up during the weekly shop, stores remain at the heart of the Easter experience.

This reliance on bricks-and-mortar retail continues into early summer with Father’s Day. 85% of shoppers plan to purchase in-store,making supermarkets and high streets key locations in the path to purchase.

Timing also plays an important role. Easter chocolate is often bought in the weeks leading up to the long weekend, while cakes, biscuits and baked goods for gatherings are frequently purchased much closer to the moment they’ll be shared. Father’s Day follows a similar pattern, with the peak shopping period typically falling one to two weeks before the occasion.

To cut through during these moments, brands need to be present at the right time and place – building mental availability early and reinforcing physical availability as shoppers head in-store. Out of Home plays a key role here, from high-impact roadside formats to proximity placements near supermarkets and shopping centres that capture attention right at the point of purchase.

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How to show up and stand out in Q2

To turn these retail occasions into lasting growth, brands can follow a three-step strategy:

Build
Bauer Media Outdoor reaches 90% of UK adults every fortnight, including important light buyers who may not be frequent shoppers but are often influenced by timely, well-placed messaging. This scale helps brands build mental availability during the build-up to seasonal moments.

Reinforce
Bauer Media Outdoor proximity packages place messaging close to key retail occasions reinforcing physical availability just as shoppers are heading in-store or considering what to buy.

Remind
Activating across Bauer Media Outdoor’s retail media networks keeps brands present at the moment of decision, helping shoppers choose your brand over competitors right at the shelf.

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‍Winning the moments that matter

Easter and Father’s Day aren’t only shopping moments,they’re seasonal occasions where small indulgences and thoughtful gestures help shape how people celebrate.

The brands that plan ahead, stay visible and show up consistently – both mentally and physically – are the ones that build lasting connections and ultimately end up in the basket.

And with its high broadcast reach, Out of Home plays a key role in delivering that visibility.

So, as the days grow brighter and the season moves from spring celebrations to early summer gatherings, now is the perfect time for brands to make sure they’re seen during some of the key moments in the retail calendar.

Sources: Toluna Easter Retail Occasions Survey, October 25. Toluna Father’s Day Retail Occasions Survey, January 26. Mintel Report, 2025.Route v57.