As an individual who does not practice or celebrate Easter religiously, there are two things which make this time of year special: the Bank Holidays (and hopefully delightful spring weather) and the socially accepted and encouraged purchasing and consuming of chocolate! Now, whilst I recognise the symbolism of the Easter Egg, and the various spring-shaped chocolate goodies (lambs, ducks, chicks, etc), growing up we didn’t get Easter Eggs but instead were treated to a large bar of Cadbury’s dairy milk! The mantra in the James household was very much that it was a) cheaper than nearly all Easter Eggs per 100g, b) significantly bigger and provided much more chocolate than most Easter Eggs. However, once I left home and was able to make my own food-based choices, Easter Eggs, mini eggs and all the other Easter consumable goodies, became a staple at this time of year: much to my father’s horror! My teeny tiny act of rebellion against my upbringing would be to treat myself, partner and friends to some Easter goodies! BUT, and it is a big but, they would be purchased over the Easter bank holiday weekend at discounted prices because … well, I am still a James after all!

Back in October 2022, I wrote a blog on the ‘Chocolate Cost-of-living crisis’ and how share bags of chocolate had gone up from £1 a bag to £1.25: oh to pay £1.25 now would be incredible! Today we are in the dizzy heights of £1.50 per bag and the cheapest (branded) chocolate is around £1.10 per 100g.  Back in 2022 Terry’s chocolate orange was £1.00 (63p per 100g) and now it sits at £1.80 in most shops! The large bars of Cadbury’s are at £4.50 on offer when in 2022 they were £3! And I have not checked the lactose-free and vegan friendly products which are usually (but not always) more expensive! And unfortunately, Easter Eggs and goodies have been hit in the same way! Teeny tiny eggs that used to be 75p to £1.00 are now £1.50 and the medium eggs (although really they were/are small) vary from £3.50-£6 depending on where you shopped! Given the rises in fuel, energy and the grim state of the world currently, families need chocolate but more and more it is becoming unaffordable!

On Good Friday, I embarked on my annual ‘Adult Easter Egg Hunt’ which is where I hit the supermarkets for discounted Easter chocolate. Aldi had very few eggs left, and these were not discounted, Tesco had lots left but were not discounted. It was a sad day. Tuesday I ventured back to Tesco and alas the Eggs and goodies were discounted BUT, and again it is a big but, the discount although half price on all Eggs they had left, still placed the chocolate and £1.35 per 100g at the cheapest! This is not a discount! There were lots left on shelves and lots of people were picking up the ‘good’ deal but the reality is this is not a good deal! As I stressed in 2022, it is important to look at the price per grams because otherwise that’s how they get you! Yellow and red stickers which claim discount, which is technically accurate, but the discount is still not cheaper than a good old fashioned large bar of Cadbury Dairy Milk! Guess things really do have a way of coming full circle…