Spring Celebrations are Major Growth Opportunities for CPGs

What used to feel like a breather between the holiday season and summer is becoming a circle-on-the-calendar period for brands.

Graduation parties, Easter Week, and Mother’s Day trigger a surge in retail activity as shoppers stock up for seasonal celebrations. Plus, “Maycember” (more on that later) has become a cultural phenomenon that can't be ignored.

Easter Week was the #3 largest sales period in 2025 and second in year-over-year sales growth (+18%) among all holidays. Additionally, growth extends to other seasonal celebrations with spending on graduation-related parties increasing 11.5% from ‘24 to ‘25.

This blog zooms in on retail’s rapidly growing opportunity and explores the ways brands can inspire shoppers as they prepare for all the occasions.

Spring sales trends signal rising potential

Growth at a Glance (‘24 vs. ‘25)

• +18% YoY Easter Week Kroger Sales
• +10% Easter Week Kroger Trips
• +11.5% Total Graduation Spend
• Easter Week ranked #3 largest sales period in 2025

The two weeks with the highest overall retails sales fall in the traditional holiday season. No surprise there. But the third highest sales period of the year, Easter week, is another prime opportunity for brands to connect with shoppers and drive brand growth.

Why it matters: The data should increase urgency to defend share, drive trial, and inspire new households when intent surges. Position your brand’s items as spring celebration “must-haves,” and you'll enjoy a bigger slice of the growing retail activity pie.

Maycember means business

The routine of hosting, gifting, travel, and weekly social obligations that define December reemerges in May. Throw in kids starting summer break, and it makes sense why the term “Maycember” is becoming mainstream.

Why it matters: This period produces the same buying behavior as the winter holidays. Shoppers trade in their usual habits for high-intent purchases tied to events and social gatherings.

Brands that approach May like December can maximize this compressed window of demand. Timing and relevance can drive outsized growth.

Fueling spring celebrations starts with relevant activations

Shoppers are looking for brands that make their seasonal occasions feel special. For CPGs, that means delivering timely, practical activations that make it easy for consumers to find what they need.