Reveal Marketing Research study: The current economic and political uncertainty affects the way 8 out of 10 Romanians plan their Easter holidays

Reveal Market Resources, study no. 193

The latest study conducted by Reveal Marketing Research aimed to find out more details about how Romanians prepare in anticipation of the Easter holidays and to what extent  their behaviors and needs have changed compared to the similar study conducted last year.

• 67% of Romanians welcome the Easter holidays with positive feelings, and the proportion of those who face predominantly negative thoughts is 30%.
• 79% of Romanians intend to spend the Easter holidays at home, with their family, and 78% want to participate in this year’s Resurrection service.
• 48% of Romanians have noticed changes in the way they celebrate Easter in recent years.
• The current economic and political uncertainty affects the way 8 out of 10 Romanians plan their Easter vacation.
• The number of Romanians who intend to give Easter gifts decreases, from 67% (2024) to 58% (2025).

67% of Romanians welcome the Easter holidays with positive feelings, and the proportion of those who face predominantly negative thoughts is 30%

According to the results of the study conducted by Reveal Marketing Research, Romanians have predominantly positive  feelings in anticipation of the Easter holidays (68%). The most frequently mentioned emotions that these holidays arouse are those of tranquility (17%), happiness and enthusiasm (16%) and well-being (11%).

On the other hand, predominantly negative thoughts do not leave 30% of Romanians, the main feelings felt being those of melancholy and sadness (8%), indifference (5%) or fatigue (4%).

79% of Romanians are going to spend Easter at home, with their family. Easter is perceived as a family holiday, and most will spend it again this year, with their life partner (64%), children (51%) or parents (46%).

The custom of fasting during the Easter holidays is still practiced by 1 in 2 Romanians. Of these, 18% fast only during Holy Week, 18% only on Wednesdays and Fridays, and 12% all fast.

About the meaning of Easter for Romanians: tradition, modernity and changes of perspective   

The way Romanians choose to celebrate Easter is changing, with 48% of respondents saying they have noticed changes in the way they mark this holiday in recent years, an  increase of 4% compared to 2024. These changes are especially felt by people aged 35 to 44 (56%).

The main changes mentioned are the transition from a traditional to a more modern approach in the celebration of this holiday (35%), the desire  to celebrate Easter outside the commercial hustle and bustle, in a more authentic and profound way (28%) and the adoption of more simplified and eco-friendly customs in the celebration of Easter, in order to avoid excessive consumption (20%).  Compared to last year, a significant increase in the transition from a traditional to a more modern approach can be observed, from 22% to 35%.

Regarding the meaning of Easter for Romanians, most of them believe that Easter means a balanced combination of traditions and rituals and the connection with loved ones (32%). On the other hand, 23% emphasize traditions and customs, and 22% focus more on connecting and communicating with loved ones.

Regarding traditions, 78% of Romanians plan to participate in the Resurrection service, the percentage being similar to last year.

Regarding interpersonal connections and their importance, 67% of respondents mention that there are loved ones in their lives who live outside the locality, with whom they would like to spend the Easter holidays.

Thus, most will use technology to feel closer to their loved ones who are far away, most of them will send them Easter wishes through phone or video calls (60%).

The number of Romanians who intend to give Easter gifts decreases, from 67% (2024) to 58% (2025)

The current economic and political uncertainty affects the way 8 out of 10 Romanians plan their Easter vacation. Thus, the most frequent measures taken in this context are represented by the greater attention paid to expenses (41%), the reduction of the budget for food and gifts (28%) and  the choice of more affordable holiday options (14%).

This year, Easter will be marked by a more frugal approach from a financial point of view. Although 40% of Romanians say they will allocate a larger budget than in 2024, this increase reflects the adjustment to inflation rather than an intention to consume more. At the same time, 39% say they will spend a similar amount to last year, and 21% intend to reduce the allocated budget.

The saving trend is also reflected in the plans related to gift-giving. The percentage of those who say they will give Easter gifts has fallen from 67% in 2024 to 58% this year. The most frequent recipients of these gifts remain children (67%), life partner (58%) and parents (39%).

As for the estimated budget for the Easter holidays, 44% of Romanians expect to spend between 500 -1500 lei, 37% less than 500 lei, and 14% will allocate larger amounts, between 1500 – 3000 lei.

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About Reveal Marketing Research

Reveal Marketing Research is a full-service market research company, specialized 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 the right decisions and brand positioning. Qualitative and quantitative solutions have been helping companies in Romania and other European countries for 16 years.

Reveal Market Resources, study no. 193: Reveal Market Resources is a data hub that includes free studies published in order to support the marketing and communication market in Romania.

Methodology: The Reveal Marketing Research study was conducted online between 03-09.04.2025 on a representative sample of people aged 18+, internet users, from urban and rural areas. The sample size was 1009 respondents, and the maximum sampling error is +/-3.1% at a 95% confidence level.