With the Easter holidays around the corner, parents are bracing themselves for the moment kids shout those two dreaded words, “I’m bored!”
New research from Asda reveals the scale of the challenge, with nine in ten (87%) parents struggling to find things to do to keep their kids entertained – and 46% of parents saying this pressure peaks during the Easter holidays. It’s no surprise then that 82% of parents admit they find the Easter holidays a challenge.
And it doesn’t take long for things to unravel. The research found the exact breaking point comes at 1pm on day five of the two-week break, when the novelty fades, the snacks have run dry and the first dramatic cry of “I’m bored!” cuts through the house.
From that moment on, kids will say the phrase an average of six times a day – adding up to a mind-numbing 84 cries of boredom before the school gates re-open. Trying to prise kids away from screens only adds to the pressure, with two thirds (67%) saying it’s a challenge.
It’s no surprise then that many parents turn to a classic go-to: the Easter egg hunt – with 36% of families naming it as one of their top choices for keeping kids entertained over the holidays.
But while it’s a firm favourite, the reality behind the scenes is far from straightforward.
While a third (35%) of parents say their children love taking part in Easter Egg hunts, over three quarters (76%) admit they struggle to think of good places to hide chocolate. Many find that the excitement fades too quickly, with eight in ten (80%) say they’ve had to re-hide eggs – on average three times – just to prolong the fun. Meanwhile, two thirds (64%) would love expert tips to enhance their hiding skills and keep the activity engaging for longer.
To help Brits from being overwhelmed at Easter, Asda have teamed up with the ultimate strategist and deceiver, ex-Traitor, Paul Gorton – promoting him to the role of Eggs Operations Officer.
Stepping in as Asda’s Egg Operations Officer, Paul is sharing covert tips designed to keep kids on their toes and transform a simple Easter egg hunt into the ultimate boredom-busting strategy – helping parents unlock endless hours of fun and keep boredom at bay long after day five.
Famed for his levels of deception and playing the long game, Paul comments on his covert approach for parents this Easter: “I’ve teamed up with Asda to help parents take the pressure off this Easter. It’s all about thinking strategically- from how and where you hide eggs, to how you pace the hunt to keep kids engaged for longer. With a few simple tactics, parents can turn an Easter egg hunt into a much bigger experience that keeps kids entertained for hours, rather than minutes.”
Bringing his Traitors tactics to the school holidays, Paul has crafted covert egg-hiding strategies to help parents keep kids occupied and guessing this Easter:
Decoy #1: STRATEGIC HIDING
“If it stands out, it won’t last.”
Hide eggs so they blend into their surroundings rather than sitting in obvious spots. Use colour, clutter, and everyday objects to disguise them, and place them where they might be overlooked even after a quick scan. The aim is to make them easy to miss, not impossible to find.
Decoy #2: THE ZONE METHOD
“Control the space, control the game.”
Divide your home or garden into clear sections and guide the hunt one area at a time. This slows things down and gives the hunt structure, while letting you increase difficulty as you go. Starting simple and ending with more challenging spots keeps everyone engaged for longer.
Decoy #3: THE DECOY
“Give them a win early. Then change the game.”
Place a few eggs in obvious locations at the start to build excitement quickly. While attention is on the easy finds, your better-hidden eggs stay undiscovered. A strong start makes the later challenge more satisfying.
Decoy #4: THE MOVING TARGET
“What they don’t know can change the game.”
Once an area has been searched, quietly move or upgrade one or two hiding spots. This keeps the hunt feeling active and unpredictable, and stops it becoming a simple sweep of the space.
Decoy #5: THE FALSE FINISH
“Let them think it’s over. It isn’t.”
When most of the eggs have been found, suggest the hunt is nearly complete, then reveal there are still a few left. This creates a second wave of excitement and extends the activity without starting over.
Decoy #6: THE SOUND TRAP
“They’ll follow the noise. Use that.”
Noisier wrappers tend to be found quickly, while quieter ones stay hidden longer. By mixing both, you can subtly guide attention and protect your more difficult hiding spots.
Decoy #7: THE ALLIANCE BREAKER
“If they work together, you lose control.”
If children team up, the hunt speeds up. Give each child their own area or role to keep things balanced and maintain the challenge for longer.
For many families, the pressure of keeping kids entertained during the Easter holiday quickly takes its toll.
More than a quarter (27%) admit they struggle with these additional costs, while one in four (25%) say the school holidays always put pressure on their household budget.
As a result, many are looking for ways to simplify things and stretch their budgets further. Over half (52%) say they are planning to take a more budget-friendly approach this Easter, with 35% going back to basics and 21% putting together a list of low-cost but fun activities to fill the days.
Rather than expensive days out, families are turning to simple, familiar options that can be done at home or close by. Board games (38%), baking cupcakes (36%), day trips with packed lunches (32%) and making pizzas (29%) are among the most popular choices.
Others are encouraging quieter or more creative activities, such as reading books (26%) or decorating eggs (25%), alongside easy wins like playing cards, making popcorn, gardening, exploring the beach or even building a den in the living room.
A spokesperson for Asda said: “Easter is the perfect time for families to create lasting memories together, and we want to help make that happen without the stress of overspending. Our free in-store Easter Bunny hunt offers an exciting way for kids to engage in the spirit of the holiday while discovering hidden treats. We’re committed to providing fun, budget-friendly activities and great value on everyday essentials, ensuring parents can focus on enjoying these special moments with their children.”
And for parents looking for an easy, budget-friendly way to keep kids entertained during the holidays, Asda is offering a free in-store Easter Bunny hunt, where kids can search for the letters that spell ‘BUNNY’ keep boredom at pay during the weekly shop*.
25 WAYS TO KEEP KIDS ENTERTAINED ON A BUDGET THIS EASTER HOLIDAYS:
Playing board games – 38%
Easter Egg hunts – 36%
Baking cupcakes – 36%
Cooking a Sunday roast together – 33%
Day trips with packed lunches – 32%
Having a movie marathon – 29%
Making pizzas – 29%
Going to the supermarket – 28%
A trip to the seaside – 26%
Reading books – 26%
Baking Easter treats – 25%
Decorating eggs – 25%
Organising an Easter Egg hunt – 25%
Playing cards – 24%
Exploring free museums – 24%
Going on bike rides – 22%
Making popcorn – 21%
Taking the dog for a long walk – 21%
Doing some gardening – 19%
Having video game tournaments – 19%
Looking for shells on the beach – 15%
Making a den in the living room – 15%
Visiting a city farm – 13%
Organising a treasure hunt – 13%
Planting some flowers – 13%
