It might feel late in the season to be thinking about Easter PR, but the data tells a very different story.
Right now, Easter is the most searched seasonal term on Press Loft, ahead of broader terms like spring or gifting, with journalists still actively pulling products for roundups, gift guides and seasonal features.
Between January and early March, 2,400+ Easter-related assets were downloaded on the platform by 353 journalists across 18 countries, with downloads continuing into March as short-lead features and digital content are finalised.
So while the long-lead print window has closed by now, short-lead opportunities are still very much open.
Long-lead may be done, but short-lead Easter features are still moving
Most monthly magazines work around three months ahead of publication, which means Easter PR for print titles was largely locked-in by January – But that’s only one part of the media landscape.
Digital publications, weekend supplements and gift guides operate on much shorter timelines, and these teams are still sourcing imagery and products now (particularly for last-minute roundups that go live in the week or two before Easter).
Press Loft data shows hundreds of Easter downloads continuing into late February and early March, a clear signal that journalists are still actively building seasonal content.
What journalists are actually searching for for Easter 2026
Keyword searches offer a useful glimpse into what editors are being asked to source.
Alongside broad searches for “Easter”, journalists have been looking for more specific product types, including:
- Easter table
- Easter wreaths
- Easter basket
- Egg cup
- Eggs
- Easter rabbit
Table styling stands out as a particularly strong theme, reflecting the continued popularity of entertaining and hosting features around the Easter weekend.
There’s also a clear interest in values-led angles. Searches such as “Easter vegan” and “Easter eco” appear repeatedly in the data, showing that sustainability and plant-based living are being treated as editorial hooks in their own right.
Quick tip: If those search terms align with your products but aren’t reflected in your keywords or descriptions, journalists simply won’t find them!
The Easter imagery that actually gets downloaded
When it comes to Easter content, imagery style makes a significant difference.
Across downloads on Press Loft this season, lifestyle and styled imagery outperformed cutout product shots by roughly 12:1.
The most downloaded assets were:
- Easter tablescapes
- Styled dining setups
- Decorated room scenes
- Alfresco Easter settings
Images that show a product in context – rather than isolated on a white background – consistently attract more downloads.
Cutouts still have a place, particularly for product grids within articles and gift guides, but lifestyle imagery is what draws editors in initially when it comes to seasonal stories.
Easter coverage isn’t just a UK opportunity
Although UK journalists account for the largest share of downloads, the data also highlights strong activity from across Europe.
Germany ranked second for Easter downloads on the platform, with additional activity from Austria, Poland, Italy and Spain.
For brands that ship internationally, that reach is worth paying attention to. Seasonal imagery uploaded for a UK campaign may end up travelling far further.
What brands can still do right now for Easter PR
If your Easter PR assets are already live, there’s still time to make sure it’s working as hard as possible while journalists finish building their seasonal features.
Make sure your Easter and spring assets are visible
If your seasonal imagery isn’t live yet, upload it now. Short-lead journalists sourcing content for digital features often work quickly and rely on platforms like Press Loft to find imagery they can download immediately.
Lead with lifestyle imagery wherever possible
Styled shots consistently attract more downloads than cutouts. Tablescapes, decorated rooms and alfresco scenes help editors visualise how a product fits into a seasonal story.
Check your keywords reflect how journalists search
Terms like Easter table, Easter wreath, egg cup or Easter basket appear regularly in platform searches. If those terms aren’t in your descriptions or tags, your products won’t appear in those results.
Highlight relevant angles
Searches for Easter vegan and Easter eco show that sustainability and dietary preferences are being used as editorial hooks. If your products fit those categories, make sure that information is visible.
Double-check product details
Accurate pricing, retailer links and product names help journalists include items quickly when they’re assembling roundups on tight deadlines.
A few small checks now can make your Easter PR work significantly harder in the final stretch
What is Press Loft?
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