Diamond Logistics has reported a 17% increase in delivery volumes over the Easter period, significantly outperforming forecasts and running ahead of the same time last year, as changing consumer priorities reshaped seasonal demand.
While Easter traditionally delivers a predictable uplift driven by confectionery and gifting, Diamond says this year’s growth was fuelled by a markedly different mix of products, with health, wellness and personal care purchases replacing chocolate and indulgence items as the primary drivers.
Founder& CEO Kate Lester said the scale of the increase was unexpected given continued pressure on consumer spending.
“Our Easter numbers are about 17% above last year, which is surprising in what many would describe as a borderline recessionary period,” said Lester. “Easter always creates a spike, but this was well ahead of what we had forecast.”
Diamond Logistics believes the uplift reflects both shifts in consumer behaviour and accelerated reliance on ecommerce, particularly for non‑essential but purposeful purchases.
“People are clearly being more cautious,” Lester added. “They’re watching fuel consumption and making fewer trips to the shops, but they still want to spend – and increasingly they’re doing so online.”
From Booze to BMI: A Changing (Easter) Basket
The business noted that the Easter pattern echoed volume surges last seen during the pandemic, but with a significant change in product mix.
“During Covid, spikes were largely driven by alcohol,” said Lester. “This Easter has been very different. We’re seeing strong demand for healthcare products, supplements and electronic health devices – things that monitor BMI, fitness and wellbeing.”
According to Diamond, this indicates a broader move away from indulgence‑led seasonal spending towards wellness‑focused purchasing, even during periods traditionally associated with treats.
“It’s telling that Easter spending hasn’t disappeared, it’s just evolved,” Lester said.
“Health is now outperforming confectionery and treats.”
Logistics Implications for Retailers
Diamond’s nationwide partner network handled the Easter uplift across urban and regional locations, with strong performance from merchants supplying direct‑to‑consumer health and wellbeing products.
The company says the period underlines how seasonal trading moments can no longer be viewed through a traditional retail lens and highlights the need for flexible, scalable delivery models that can quickly respond to changing demand profiles.
“Retailers relying on ecommerce need logistics partners that can adapt just as fast as consumer habits change,” Kate Lester said. “Our model allows local responsiveness while maintaining national coverage, which proves critical during these unexpected peaks.”
Diamond Logistics enters the second quarter trading ahead of last year, with Easter now emerging as a key indicator of how consumers are balancing caution with discretionary spend.
“Easter used to be about chocolate eggs,” Lester concluded. “Now it’s also about wellness – and that’s changing what moves through the delivery network.”
