Is the Easter Egg Hunt Losing Its Magic? New Study Reveals 57% of Hiders Use the Same Spots Every Year

A new UK study commissioned by Cadbury suggests predictable hiding habits may be taking the excitement out of Easter egg hunts. With many adults reusing the same hiding spots every year, hunts are often over in minutes. To help families revive the fun, magician Pete Firman has shared creative hiding tips designed to make this year’s Easter egg hunt more surprising and memorable.

For many families in the UK, Easter egg hunts are one of the most loved traditions of the spring holidays. But new research suggests the excitement of the hunt may be fading as predictable hiding habits make it easier for children to find chocolate treats too quickly.

A nationwide study commissioned by Cadbury has revealed that many adults are falling into the same patterns each year when hiding Easter eggs — meaning the hunt is sometimes over in minutes rather than becoming the magical family activity it’s meant to be.

To help bring back the thrill of discovery, Cadbury has partnered with magician and comedian Pete Firman, who has been appointed the brand’s new “Master of Hiding.” Using his expertise in illusion and misdirection, Firman is sharing clever ideas to help families create more surprising and memorable Easter egg hunts.

Why Are Easter Egg Hunts Becoming Predictable?

According to the new research, predictable hiding spots are reducing the excitement of Easter egg hunts for many families.

The study found:

• 57% of adults admit they use the same hiding spots every year

• 44% hide eggs behind furniture

• 42% leave eggs in plain sight

• 40% place them in cupboards or drawers

Because of these familiar patterns, Easter egg hunts now last an average of just 12 minutes.

Even the children taking part in the hunts are catching on. The research revealed that 49% of egg hunters can predict where eggs will be hidden, meaning the surprise and sense of discovery can disappear.

However, many families would like to change that. In fact, 65% of Brits say they are actively looking for new inspiration to make their Easter egg hunts more exciting again.

Cadbury’s “Better the Hide, Better the Hunt” Campaign

In response to the findings, Cadbury has launched its new seasonal campaign:

Better the Hide, Better the Hunt

The campaign celebrates the idea that a little creativity in how eggs are hidden can completely transform the experience of an Easter egg hunt.

Recognising that successful hiding often involves a touch of playful misdirection, Cadbury has partnered with magician and comedian Pete Firman to help families rethink their hiding strategies.

As Cadbury’s newly appointed Master of Hiding, Firman has created a set of playful tips called the Golden Rules of Hiding, designed to turn ordinary hunts into exciting family adventures.

Pete Firman: “Our Easter Egg Hunts Have Become a Little Predictable”

“Let's face it,” says Pete Firman,
“our Easter egg hunts have become a little predictable. I'm here to inject some magical misdirection and playfulness into this cherished family ritual.

Prepare for some serious head-scratching, because with my Golden Rules of Hiding, I'm utilising the power of illusion and deception to outsmart even the savviest egg hunters. Those eggs won't just be hidden – they'll be practically invisible.”

Why Creativity Matters in Easter Egg Hunts

“The true joy behind the Easter egg hunt ritual lies not just in the chocolate, but in the art of the hide,” says Chloe Jean-Marie, Senior Brand Manager at Mondelez.

“We understand that many families are looking for ways to elevate their Easter Egg hunts this year. Our research confirms that parents are actively seeking new inspiration, and we're confident that with a bit of creativity, we can restore and enhance the magic of the hunt.”

Pete Firman’s Golden Rules of Hiding

To help families revitalise their Easter egg hunts this year, Pete Firman shares his inventive hiding ideas. These playful tricks are designed to challenge even the most experienced egg hunters.

Eggy Decoy

For this illusion, master the art of disguise and misdirection. Carefully unwrap a couple of Cadbury Easter eggs and save the purple foil. Wrap up a real egg in the foil and pop it in the fridge. Your hunter will think they’ve found the goods… until they unwrap it and realise it’s an egg. Keep the real Easter egg hidden nearby for the quick “ta-da!” reveal.

Jar Vault

Grab a glass jar and pop an Easter egg inside. Print off a photo of dried lentils, roll it up, and place it into the jar with the image facing outwards. At first glance it looks like a jar full of lentils, but you’ve actually got loads of space inside to hide a couple of tasty Easter eggs.

Floating Eggs

The trick here is camouflaging with nature and using unexpected elevations. When hiding eggs in the garden, don’t be limited to ground level. Hang some eggs from branches of trees. If you really want to disguise them, glue some of the tree's leaves to the eggs for extra camouflage.

Up My Sleeve

Magicians are always accused of hiding things up their sleeves, so why not actually hide an egg there? Use a bulldog clip to close up the sleeve of a jacket hanging on a hook or hatstand and drop an egg down the sleeve. The clip prevents it from falling out too early.

All Tied Up

If someone has a ball of yarn or ribbon, wrap the egg inside to conceal it from view. It also creates an exciting reveal when the ball is unravelled to reveal the hidden Easter egg.

Potter Magic

Gather a stack of empty plant pots. Instead of placing the egg in the top pot (which is far too obvious), hide it in the bottom pot where no one expects to look.

Caught on Tape

Instead of using predictable hiding spots, tape an Easter egg to the underside of a chair or table. It’s a simple trick that many hunters miss on the first search.

Bless You

Carefully cut the bottom out of a tissue box and remove the tissues. This creates space to hide Easter eggs inside. Push one discarded tissue through the top opening so the box still looks normal.

How Can Families Make Easter Egg Hunts More Exciting?

Sometimes the smallest changes can make the biggest difference. By varying hiding locations, introducing playful misdirection and adding creative twists, families can turn a short hunt into a memorable Easter activity.

Whether it's hiding eggs in unexpected places, creating clever decoys or using elevation and camouflage, a little creativity can help bring back the magic of the Easter egg hunt.

FAQs

Why are Easter egg hunts becoming predictable?

Research suggests many adults reuse the same hiding spots each year, making it easier for children to find eggs quickly and reducing the excitement of the hunt.

How long do Easter egg hunts usually last?

The study found that many hunts now last around 12 minutes on average, mainly because children can predict common hiding locations.

How can parents make Easter egg hunts more fun?

Changing hiding locations, using creative decoys, adding clues or hiding eggs in unexpected places can make hunts more challenging and exciting for children.