As a mom of three in a family of five, Easter for me isn’t just about the food — it’s about creating moments, like gathering around the table for a casual Easter brunch where everyone can help themselves to their favorites. It’s these personal traditions that make the day special. And according to our 50,000-member-strong Member’s Mark Community, I’m not alone in that feeling.
This year, we’re shaking up tradition by turning the classic menu into an all-day grazing experience — a shift inspired not by trends, but by what our members truly crave. We've tapped directly into how they celebrate, what matters most to them, and the new traditions they’re embracing.
What did they tell us? That they want delicious options for feasting and for grazing, that it’s not just about one meal, and that it’s about creating a day-long experience filled with food, fun and community. We went all in, creating an Easter shopping experience that includes brunch essentials, all-day snacking favorites and grilling must-haves for effortless gatherings with friends and family.
Brunch, snacks and seconds — an Easter that never ends
Our biggest takeaway from our Member’s Mark Community was that Easter isn’t just one meal anymore. Members told us they want to start the day with a big, satisfying brunch and then graze throughout the day, mixing sweet and savory bites. That insight led us to create versatile, high-quality solutions that transition effortlessly from brunch spreads to mid-afternoon snacks to evening indulgences, like:
- Member’s Mark Egg Bites: a café-quality, high-protein brunch option made with uncured bacon, three cheeses and cage-free eggs.
- Charcuterie for Every Occasion: Whether it’s a classic meat and cheese spread, a muffin board, or an Easter treat tray, members agree: if it’s on a board, it’s better. That’s why we’re offering curated essentials to build the perfect spread for any grazing style.
- Club of the Community Delights: Indulge in our curated regional favorites tailored to please members across all locations. From the delectable Blueberry Pie for our Northeast Region to the irresistible Cherry Pie for our other members, our selection is sure to satisfy any craving.
This all-day approach means no one’s tied to the kitchen, and every moment — from morning coffee to late-night leftovers — gets its perfect pairing.
The 10-guest sweet spot
Our members love to entertain, and this year, it’s all about smaller, meaningful gatherings. Our data shows that most members plan to host around 10 guests, with 85% preparing a meal and 60% hosting in their own home.
That shift shaped the way we thought about our Easter assortment— focusing on quality flavors with effortless prep, so hosts can spend more time enjoying the celebration.
Fire up the grill: Ham, ribeye and a new Easter classic
With Easter falling later this year, grilling is back on the menu. While ham remains a holiday staple, we saw a demand for more variety — and 20% of beef eaters told us they’d rather serve ribeye. The result? A protein selection that gives every host the perfect centerpiece for their Easter table, whether they’re going classic or carving up something unexpected.
From seasonal to signature
While members are all about creating new traditions this year, we will still have some classic go-tos. Our Member’s Mark Mac and Cheese remains a must-have for Easter tables everywhere, while the Member’s Mark Carrot Cake, originally a seasonal favorite, has now become a year-round staple thanks to overwhelming demand.
Easter, the members’ way
Our member-driven approach to Easter means we’re not just stocking pantries or setting tables, we’re delivering an experience designed by our members, for our members. From grazing-friendly options to stress-free hosting solutions, we’re making it easier than ever to celebrate all day, your way. At Sam's Club, our dedication to our members goes beyond seasons; it's a promise we keep all year long.
