Survey: Romanians prioritise quality and discounts for Easter 2025

Romanians prioritise quality and discounts for Easter 2025, reveals a study conducted by EY Romania, which reveals consumers' Easter expenses amid high inflation and economic instability.According to EY Romania, the survey highlights the emphasis on quality, bargain prices and savings strategies.Thus, in terms of gifts, 61% of respondents are waiting for discounts to buy Easter gifts, 41% following both online and in-store offers, and 35% focusing on e-commerce.Almost half - 47% - allocate up to RON 400 for Easter gifts, 37% between RON 400 and RON 1,000, and 16% over RON 1,000 lei. Only 26% saved in advance for these expenses.For the Easter meal, 35% plan to spend between RON 300 and RON 500, 26% between RON 500 and RON 1,000, and 17% over RON 1,000. 22% allocate less than RON 300.As against 2024, 45% of the respondents are expecting higher Easter shopping expenses by up to 10 - 20%, while 10% are expecting them to reach 30% higher. 22% anticipate similar or lower expenses.Regarding holidays and free time, only 15% of respondents have purchased plane tickets or tourist packages for Easter or May 1, reflecting economic constraints, and 85% have not planned holidays. For the next six months, 36% intend to allocate between RON 250 and RON 500 per month for entertainment and relaxation, and 38% between RON 50 and RON 250 for sports.Quality (98%) and price (97%) dominate purchasing decisions, followed by store proximity and product provenance. Home delivery, sustainability and brand are less important. For the choice of retailers, price is a priority, followed by proximity and trust in the retailer, the survey shows. For household appliances, reviews are essential, and for clothing, discounts and ease of return matter.To maximise the value of purchases, respondents choose: discounts (61%), discount retailers (55%), cheaper brands of similar quality (47%), loyalty programmes (40%), products from markets and small businesses (37%)."In 2025, Romanians demonstrate a prudent approach in preparing for Easter, with almost all respondents putting quality and price first, while maximising value through discounts and discount merchants. This combination of tradition and economic pragmatism shows adaptability in the face of financial challenges," says Georgiana Iancu, partner, Retail and Consumer Products sector leader, EY Romania.According to the survey, 50% of respondents will continue to buy fresh food, 49% personal care products, 35% processed foods and 31% large appliances, even at higher prices. On the other hand, for non-essential products, such as clothing or luxury items, many opt for cheaper alternatives or reduced purchases.As for going out to restaurants, 45% say they will reduce the frequency of dining out.For the next six months, the financial plans unveiled by Romanians indicate: food - 34% will spend between RON 500 and RON 1,000 per month; personal hygiene - 43% allocate between RON 250 and RON 500 per month; education - 25% allocate between RON 50 and RON 250per month; savings and investments - 25% intend to allocate over RON 2,000 monthly, a sign of prudence.The EY Romania 2025 survey also reveals a more prudent and value-oriented consumer compared with 2024, reflecting heightened economic pressures. While 61% of respondents in 2025 sought discounts for Easter purchases, up from 51% in 2024, gift budgets have shifted towards smaller ranges, with 45% allocating up to RON 400 lei for gifts (as against 27% below RON 400 in 2024). In addition, 68% try to save more in 2025 (up from 62% in 2024), but only 54% achieved their financial goals (down from 60%), indicating greater financial pressure.Quality and price are top priorities in 2025, with price registering a significant increase in importance from the same period in 2024, namely from 80% to 97%. Greater emphasis is also placed on the criteria of proximity and provenance of products."These results reflect how Romanians keep the spirit of Easter, balancing economic challenges with strategic choices for quality, discounts and savings for a safer future," concludes Iancu.The survey was conducted between March and April 2025 on a sample of 304 respondents from urban areas (91%), most of them from Bucharest (57%), Cluj (11%), Iasi (5%) and Ilfov (6%). 77% are women, 50% are university graduates, 49% are postgraduate graduates, and 1% have a secondary education background. Age distribution: 30% between 18-30 years old, 52% between 31-50 years old, 18% over 51 years old. Monthly incomes vary: 37% over RON 15,000, 25% between RON 5,000 and RON10,000, 23% between RON 10,000 and RON 15,000, 15% below RON 5,000.EY a world leading professional services firms globally, with 392,995 employees in more than 700 offices in 150 countries and revenues of approximately USD 51.2 billion in the fiscal year ended June 30, 2024.Operating in Romania since 1992, EY provides, through its more than 1,000 employees in Romania and Moldova, integrated audit, tax, legal, strategy and transaction assistance, consulting services to multinational and local companies.EY Romania has offices in Bucharest, Cluj-Napoca, Timisoara, Iasi and Chisinau (EUR 1= RON 4.97).