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Study: 44% of Romanians have noticed transformations in the celebration of Easter in recent years
The most recent study conducted by Reveal Marketing Research aimed to uncover more details about how Romanians prepare for Easter holidays and to what extent their behaviors and needs have changed compared to a similar study conducted last year.
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79% of Romanians intend to spend the Easter holidays at home, with family, while 75% plan to attend the Easter Resurrection service this year.
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32% of Romanians believe that Easter is more about connecting and communicating with loved ones, while 31% focus more on traditions and customs.
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67% of Romanians plan to buy gifts for Easter, especially for children (64%) or their life partner (60%).
The percentage of those who wish to travel during the Easter holidays has increased from 11% in 2023 to 16% in 2024
According to the results of the study conducted by Reveal Marketing Research, 79% of Romanians are planning to spend Easter at home with family, while 24% mention that they will visit relatives.
As a notable trend, we observe a significant increase in the percentage of those who wish to travel, either domestically or abroad, during the Easter holidays, rising from 11% (2023) to 16% (2024). Additionally, it is noteworthy that individuals aged between 35-44 years old are the most eager to choose such experiences (21%).
Regarding the company with whom Easter will be spent, tradition remains strong, with the majority of Romanians choosing to spend this holiday with family, alongside their life partner (67%), children (51%), or parents (46%).
At the same time, young people aged 18-24 are those who mention to a significantly greater extent the celebration with the group of friends (41% vs. 27% total sample).
About the significance of Easter for Romanians – between interpersonal connections with loved ones and cultural traditions
Regarding the significance of Easter for Romanians, 32% of them emphasize the connection and communication with loved ones, while 31% focus more on traditions and customs. Interestingly, for 27% of respondents, Easter means a balanced combination of interpersonal connections and traditions.
Easter is about interpersonal connections, with 66% of respondents mentioning that there are loved ones in their lives who live outside their locality, with whom they would like to spend the Easter holidays. Therefore, most will use technology to feel closer to their distant loved ones, sending Easter wishes through text messages (62%) or opting for phone calls or video calls (59%).
The symbolism of Easter traditions is perceived differently among Romanians, with the majority (41%) considering them as an anchor to the past and a profound connection with family and fundamental values, while for 32%, these traditions represent an oasis of peace and tradition in an excessively technological modern world. Similarly, 18% argue that Easter traditions have faded over time, due to the desire to adapt them to the current lifestyle, a more common attitude among those aged between 35-44 years old (24%).
In general, Romanians feel comfortable participating in Easter activities and celebrating in a traditional manner (58%), with this sense of comfort being more pronounced among mature individuals over 55 years old, reaching 65%.
On the other hand, representatives of the younger generation, aged between 18 and 34, say to a greater extent that they feel pressured to participate in certain Easter activities, even if they maintain their own preferences (38% vs. 22% total sample), and 11% of Romanians feel that they have to compromise on how to celebrate Easter.
44% of Romanians observe transformations in Easter celebration in recent years. What are the motivations?
44% of Romanians have noticed changes in how they celebrate Easter in recent years, with a significant increase among young people aged 18-34 (58%) and a lower rate among older individuals over 55 years old (32%).
The main motivations behind these changes are the desire to celebrate Easter outside of commercial hustle, in a more authentic and profound manner (39%), adopting simplified and eco-friendly customs in Easter celebrations to avoid excessive consumption (30%), and transitioning from a traditional approach to a more modern one in celebrating this holiday (22%).
Looking back, Romanians cherish the most intense memories related to Easter holidays from their childhood. These include going to church on Easter Eve (56%), the joy of coloring eggs together with family (43%), and the moments when the family gathered around the Easter festive table (42%).
This year, 75% of Romanians plan to attend the Easter Resurrection service, with women (77%) more likely to do so compared to men (72%).
67% of Romanians intend to purchase gifts for Easter, especially for children (64%) or their life partner (60%)
During Holy Week, Romanians are predominantly enthusiastic, with preparing for Easter being a wonderful opportunity to spend time with family (44%) or excited because the Easter preparation period motivates them to be creative (34%). Additionally, there are those who feel relaxed and peaceful, trusting that their life partner takes care of all aspects of Easter preparations, a more common attitude among men (26% men vs. 14% women).
Also in the category of Easter preparations, 67% of Romanians intend to give gifts during this period, and the main recipients will be children (64%), life partners (60%), parents (40%), and friends (26%), with no significant changes in gift-giving intentions compared to last year.
As a trend, Generation Z representatives (18-24 years old) are more inclined to give gifts to their parents (79%) or friends (46%), while individuals over 45 years old predominantly give gifts to children (76%).
For most Romanians, aspects such as buying gifts, decorating, and preparing Easter festive meals bring extra joy and enthusiasm to this holiday (33%). For 28%, these activities do not particularly affect the perception of the authenticity of the holiday, while 21% consider that they add extra charm but can also detract from the authenticity of the holiday.
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About Reveal Marketing Research
Reveal Marketing Research is a full-service market research company specializing in marketing research, sociological studies, customer insight, business strategy, market development. With expertise in over 20 industries, Reveal Marketing Research believes that market research is the basis for good decisions and brand positioning. The qualitative and quantitative solutions have been helping companies in Romania and other European countries for 15 years.
Reveal Market Resources, study no. 154: Reveal Market Resources is a data hub of free studies offered to audiences, with the aim of supporting the marketing and communication market in Romania.
Methodology: The Reveal Marketing Research study was conducted online during April 18th – 24th, 2024, on a representative sample of individuals aged 18 and above, internet users, from urban areas. The sample size was 1003 respondents, with a maximum sampling error of +/-3.1% at a 95% confidence level.