Why do Easter eggs in January annoy us so much?

Shoppers are reportedly “reluctant” that the chocolate eggs appeared in stores immediately after Boxing Day – but some supermarkets are determined to stock up early.

Easter eggs on the shelves at Coop, Ellington, North London.
Easter eggs on the shelves at a line-up in Islington, North London. Photo: Alicia Canter / The Guardian
People go through Easter eggs very much. Specifically, they are already on sale in some UK supermarkets, despite the fact that the mince pies are barely off the shelves. The Mirror reported that shoppers – ie a handful of ripped Twitter users – were “harassed.”

The hard, hollow and blatant truth is that the cowpop has been selling Easter eggs since shortly after Boxing Day. Why? Because the eggs sell, damn. “Sales data shows that many customers will buy Easter eggs as soon as they can,” it said. In addition, space stores are limited in the back room, so the products stand on the shelf as soon as possible. Other stores, such as Lidl, are choosing the more cautious sale date of March 1.

But the real question here is: Why do we care? Susan Lawrence, an analyst at the Institute for Psychoanalysis, says: “To deal with displays of easter eggs so little after Christmas is like a baby having another spoonful of food forced on them when they’re already full. It’s as if we’re not allowed to digest the festive season, or wait until we’re hungry And look forward to the next one. It makes people respond with rage, as what can be a special pleasure becomes another commercial requirement. “

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Dr Graham Music, a consultant psychotherapist at the Tavistock Foundation and Portman NHS, adds: “Putting Easter eggs on the shelves so little after minced cakes is this kind of border crossing; People need to compile Christmas, which has a very specific meaning, and Easter, which has no depth to that meaning unless you are a Christian practitioner. It almost feels like it is polluting the other. “

If we don’t want to see Easter eggs on the shelves in January, we should put our money in our place of rage: resist buying them until March.

When the stores say they sell
Collaboration from the end of December. “Our stores often have limited back space, which means products are on the shelf when space is available. Sales data also shows that many customers will buy Easter eggs as soon as they can.”

Okado from late December. “We want to make it as easy as possible for our customers to plan ahead and allow decisive flexibility for busy shoppers to place their orders at their convenience.”

M&S in operation now. “We have a small selection of Easter-themed chocolates, like mini chocolate eggs and rabbits, now available in stores as some of our customers love to buy these early.”

Aldi began January 25. “It matches the rest of the market.”

Lidl began March 1. “We have always sold Easter eggs during this time, because we see demand from our customers.”

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