79% of Romanians plan to celebrate Easter at home with family, while 24% said that they will visit relatives, according to the latest study by Reveal Marketing Research, which featured how Romanians prepare for Easter holidays and to what extent their behaviors and needs have changed compared to a similar study conducted last year.
Regarding the company with whom Easter will be spent, tradition remains strong, with the majority of Romanians choosing to spend this holiday with family, alongside their life partner (67%), children (51%), or parents (46%).
At the same time, young people aged 18-24 are those who mention to a significantly greater extent the celebration with the group of friends (41% vs. 27% total sample).
However, the percentage of those who wish to travel during the Easter holidays has increased from 11% in 2023 to 16% in 2024. Moreover, it’s notable that individuals aged 35-44 show the highest enthusiasm for opting for such experiences, accounting for 21%.
Also, according to the same survey, 32% of Romanians believe that Easter is more about connecting and communicating with loved ones, while 31% focus more on traditions and customs. 67% of Romanians plan to buy gifts for Easter, especially for children (64%) or their life partner (60%).
75% also said they plan to attend the Easter Resurrection service this year.
Significance of Easter
In terms of Easter’s importance to Romanians, 32% prioritize bonding with loved ones, while 31% emphasize traditions. Interestingly, 27% see Easter as a blend of both.
For 66% of respondents, Easter revolves around connecting with distant loved ones, prompting the use of technology for messages (62%) or calls (59%).
Easter traditions carry varied meanings: 41% view them as links to the past and family values, 32% as sources of peace amidst technology, while 18% perceive them fading, especially among 35-44-year-olds (24%).
Overall, Romanians feel comfortable participating in Easter activities and celebrating the traditional way (58%), with this sense of comfort being more pronounced among mature individuals over 55 years old, reaching 65%.
On the other hand, the younger generation, aged between 18 and 34, say to a greater extent that they feel pressured to participate in certain Easter activities, even if they maintain their own preferences (38% vs. 22% total sample), and 11% of Romanians feel that they have to compromise on how to celebrate Easter.
44% of Romanians have observed shifts in their Easter celebrations recently. What’s driving these changes?
Among them, 58% of young adults aged 18-34 and 32% of individuals over 55 have noted alterations in their Easter traditions.
These changes stem from a desire to embrace a more genuine and meaningful Easter experience away from commercialism (39%), adopting eco-friendly practices to reduce consumption (30%), and transitioning to a more contemporary celebration approach (22%).
Reflecting on cherished Easter memories, Romanians fondly recall childhood traditions like attending Easter Eve church services (56%), dyeing eggs with family (43%), and gathering around the festive table (42%).
This year, 75% of Romanians plan to attend Easter Resurrection services, with women (77%) showing slightly higher attendance rates than men (72%).
67% of Romanians plan to buy Easter gifts, especially for children (64%) or their life partners (60%)
During Holy Week, Romanians are largely enthusiastic, viewing Easter preparations as an opportunity for family bonding (44%) or as a chance to unleash creativity (34%). Some feel serene, trusting their life partners to handle preparations, particularly men (26% men vs. 14% women).
In terms of gift-giving, 67% of Romanians plan to exchange gifts, with children (64%), life partners (60%), parents (40%), and friends (26%) being the primary recipients, showing consistent trends from last year.
Notably, Generation Z (18-24 years old) are more likely to gift parents (79%) or friends (46%), while those over 45 prioritize children (76%).
For many, activities like gift-buying and meal preparation add to Easter’s joy (33%), while others find them neutral (28%) or believe they enhance the holiday’s charm, albeit with some risk of detracting from its authenticity (21%).
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