As Easter approaches, Quebec consumers are increasingly prioritizing local purchases, according to a recent study by the Retail Council of Canada (CCCD). The survey, which included over 9,000 respondents nationwide, revealed that while 50% of participants plan to make Easter purchases in 2025—a slight decrease from 52% in 2024—85.7% of those intending to shop will spend as much or more than last year.
Interestingly, the study highlights a shift in shopping behavior. Only 35% of consumers are planning their purchases two to four weeks in advance, a drop from 38% in 2024. Additionally, 14% will wait until the last week to finalize their purchases, with nearly 40% indicating they do not plan to buy anything for Easter. Among those who will shop, 48% expect to spend $50 or less, an increase from 45% in 2024, while 12% plan to exceed $150.
In-store shopping is making a comeback, with 83% of consumers opting to buy their Easter goods in physical stores, up from 80% last year. Online shopping remains stagnant, with only 9.3% of respondents expressing intentions to purchase online. Notably, 48% of participants indicated a preference for local or independent retailers.
The survey also sheds light on a growing environmental consciousness among Quebec consumers, particularly among younger shoppers. About 26% of respondents are actively seeking sustainable products or eco-friendly packaging, with this figure rising to 33% among individuals aged 18-34. The primary sources of inspiration for Easter purchases include products seen in stores (39%), flyers (37%), and recommendations from family and friends (31%).
Michel Rochette, president of CCCD - Quebec, commented on these findings, stating, "In recent consumer studies, a clear trend is emerging: Quebecers are planning their purchases more, spending with discernment, favoring local businesses, and reaffirming their attachment to the in-store experience. This evolution is promising for our sector, as it underscores the essential role retail plays in the daily lives of Quebecers."
As businesses prepare for the Easter rush, the stakes are high. For many chocolate producers, the week leading up to Easter Sunday can account for up to a quarter of their annual sales. However, challenges abound. A disease affecting cocoa plantations, along with adverse weather conditions like floods and droughts, have compounded supply issues. Nathalie Dufour, owner of Bons Délices, noted that chocolate prices have nearly doubled compared to last year, impacting all types of chocolate, including dark, milk, and white varieties. "Our increases aren’t even related to tariffs between Canada and the United States. The price has been rising since last spring," she stated.
Furthermore, the ongoing trade war, particularly under the policies of former President Donald Trump, raises concerns for smaller chocolatiers who are more vulnerable to fluctuations in trade policies. Diane Gagnon, co-owner of Chocolat Lulu, mentioned that while they have sufficient supplies purchased before the recent trade crisis, they will need to reassess their situation after Easter to understand the potential impacts for the upcoming year.
Despite these challenges, there remains a debate about whether chocolate is becoming a luxury item due to rising costs. Dufour believes artisanal chocolate could soon be viewed as a luxury rather than an everyday treat. "Once you’ve tasted quality, your palate doesn’t want to go back. At some point, people will start consuming less and prefer to indulge occasionally with the good stuff," she explained.
In contrast, Gagnon argues that people will still seek happiness through affordable treats like Easter chocolate. "It’s not an expensive happiness. Ice cream shops remain an affordable and family-friendly outing," she remarked.
Interestingly, Quebec is a significant producer of chocolate, supplying a portion of the American industry that relies on Quebec's products for Easter celebrations. Sylvain Charlebois, a professor at Dalhousie University, highlighted the Saint-Hyacinthe region, noting, "It produces so much chocolate that it smells like chocolate when you approach the factory." Barry Callebaut, a major player in the industry, employs over 600 people in Quebec, with chocolate exports to the United States accounting for 80% of its sales. In 2023, Quebec's chocolate exports reached $1.4 billion, nearly three times the value of its maple syrup exports, which stood at $500 million.
While the tariff war has not directly impacted Barry Callebaut due to existing free trade agreements, smaller chocolatiers face greater challenges. Charlebois expressed concern for them, stating that they must defend their imports and exports on a smaller scale, making them more susceptible to changes in trade policy.
Higher costs for Easter chocolates this year are attributed not to tariffs but to poor yields from cocoa-producing countries, where floods, droughts, and diseases have severely affected crops. The chocolate produced in Quebec is primarily sold as cocoa paste and bulk powder, with companies like Nutriart also making strides in the industry, exporting 10% of their production to the United States.
Overall, the annual export value of Quebec's agri-food products to the United States is impressive, with $1.3 billion for chocolate, $462 million for maple syrup, and $588 million for pork. As Quebecers prepare for Easter, the focus on local products and sustainable practices is evident, reflecting a broader trend in consumer behavior.
