'Jeez': Aussie shoppers met with shock sight in supermarket
Aussie shoppers have been met with a shock sight at their local supermarkets just days into the New Year.
Easter eggs have already hit supermarket shelves at Woolworths and Coles, two weeks after hot cross buns which have been available in some shops since Christmas Eve.
"Any reason Easter bunnies are already out… in January?" one Redditor asked on the 'Woolworths' thread.
Aussie shoppers have been met with a shock sight at their local supermarkets just days into the New Year. Nine
Some are thrilled to be able to enjoy the seasonal treats well before Easter on April 5, and others simply not ready to even think about purchasing them.
"I was pretty stoked to see mini eggs right after Christmas. They could be a year round thing as far as I'm concerned," one wrote.
"Its also just food. We have chocolate and sweet bakery items all year, who cares what shape it is," another commented.
"Because they go perfectly well in the middle of a hot cross bun that is then put in the microwave," added another.
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Some are thrilled to be able to enjoy these seasonal treats well before Easter Day on April 5. Nine
Other's weren't as impressed.
"I get hot cross buns, but I don't get who is buying Easter eggs in January? They are difficult to eat and way less value than buying the same thing in regular chocolate form," one person lamented.
"Who is eating chocolate rabbits already?" another wrote.
Some were more accepting at what has become a common occurrence each January.
Aldi's full range of hot cross buns is now available, with Coles and Woolies also stocking the seasonal treat. Nine
Some were more accepting at what has become a common occurrence each January. Nine
"Because people buy them and the company makes money," one commented.
"Chocolate is chocolate who cares," another added.
"Warehouses are full. Gotta put them somewhere," wrote another.
One Redditor commented: "We have chocolate and sweet bakery items all year, who cares what shape it is."
"That's capitalism, baby," added another.
Others took issue with the price of them.
"$15 for a small bag of eggs? Wtf!!! Setting themselves up for next week where they'll be miraculously 40 per cent off (and still overpriced !) SCAMMERS," one vented.
Another commented: "It's like the current market is finally reaching the prices Lindt set for its products all this time."
"$7 for a 50gram bunny…absolutely not," another wrote.
Others took issue with the price of them. Nine
Consumer group Choice reported that Aussie shoppers were paying up to 33 per cent more for every 100g of chocolate in 2025, with the forecast for chocolate prices in 2026 looking equally grim, particularly when it comes to Easter treats.
Gavin Northey, Associate Professor at the Department of Marketing at Griffith University, has weight in on the strong emotions surrounding the appearance of hot cross buns and on Easter eggs in supermarkets.
Northey explained supermarkets are increasingly selling seasonal products for longer periods due to "intense competition in global retail" and more competition over an "increasingly tighter consumer wallet", the latter of which has been chronicled by Stephen Hoch from Wharton Business School.
"Seasonal products also have a limited viable selling period, and Easter eggs possibly have a much higher 'per gram' margin that typical block chocolate," Northey said.
"As a result, if supermarkets can start selling Easter eggs earlier, the sales volume can be maximised, generating greater net revenue."
He said the reason why some Aussie shoppers have such a negative reaction to the early appearance of hot cross buns and now Easter egg is because "consumers might see the early promotion and feel like retailers are pushing consumption on them before they're actually ready."
'Consumers might see the early promotion and feel like retailers are pushing consumption on them.' Getty
"Another reason is that it collapses the time between major yearly events," Northey said.
"The early promotion creates a form of 'temporal compression', with research in psychology suggesting when these seasonal markers appear so early (like Easter eggs in January), it creates a degree of cognitive dissonance, so consumers lose the association between the season or event and the products being offered."
The final, and most important reason some Aussie shoppers are pushing back against hot cross buns and Easter eggs is because "there is a lot of ritualistic consumption around holidays and special events".
"There is a lot of ritualistic consumption around holidays and special events.' Nine
So, why do others happily start purchasing hot cross buns and Easter eggs in December and January?
Northey said consumers will often buy items if they think there might be a limited supply, or if they think earlier purchase will be economically profitable.
"In the current economic climate, consumers also like to spread out their spending to make budgeting easier," he said.
'In the current economic climate, consumers also like to spread out their spending to make budgeting easier.' Nine
"People with large families or who might be planning an Easter family gathering, particularly if small children will be involved, often like to purchase in advance to avoid the chaos that can occur in the week leading up to the event.
"That really refers to the Easter eggs. In terms of hot cross buns, they are probably one of the most popular items in the bakery, so clearly people think they are awesome all year round."
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