What your Easter egg says about how you buy

You may have seen the TikToks recently where people are spending £80 or even £100 on Easter eggs from places like Harrods. They look incredible, beautifully packaged, ribbons, presentation, the whole experience. The kind of thing that makes you stop and think it must be better.

I was thinking about this the other day and, if I am honest, it made me reflect more on how we buy than what we buy.

If you think about your own Easter egg this year, what did you go for? 

1. Did you go for your favourite chocolate without even thinking about it?
2. Did you pick something that looked impressive?
3. Did you go for convenience, something easy to grab while doing the food shop?
4. Or did you go all in and choose something that felt like a bit of a treat?

Personally I got the custard cream egg from M&S which fit with 2 & 4 above

And this is where it gets interesting for me, particularly as someone who is neurodivergent.

I know that I find the world more overwhelming than a lot of people. Too many choices, too much noise, too many decisions, it can get tiring quite quickly. So, I will quite happily pay more for something that makes my life easier. Something that removes friction, reduces decisions, or just makes the whole experience smoother. For someone else, that might feel unnecessary. They might enjoy the process of comparing, browsing, exploring all the options. They might get more satisfaction from finding the “best deal”.

So when we look at something like a £100 Easter egg, it is easy to say it is overpriced or not worth it. But the better question might be, worth it to who?

If someone is paying for the experience, the convenience, the certainty, the feeling that it is sorted without effort, then that has value. It might not be in the chocolate itself, but it is still value.

We often talk about value for money as if it is a fixed concept, something objective and measurable in the same way every time. But in reality, it is far more personal and contextual than that.  Some stakeholders will prioritise cost above all else. Others will prioritise ease, reliability, reduced risk, or simply not having to deal with issues.

The challenge is not to assume that one is right and the other is wrong, but to understand what is actually driving the decision.

So, coming back to your Easter egg.

I’d love to know, what Easter egg did you go for this year, and why?

Because that answer probably tells you quite a lot about how you approach buying decisions more generally.