Some 90% of Easter eggs sold by major retailers could be on promotion this year, it has been reported.
The quantity of confectionery sold as part of a special deal soared from 69.2% in 2006 to 86.4% last Easter, according to data seen by The Grocer magazine.
While average reductions also grew - from 15.9% in 2006 to 29.9% last year - market researchers SymphonyIRI predicted around nine in 10 eggs would now be sold at a reduced price.
Analyst Tim Eales told the magazine: "People have become so accustomed to buying on deal that offers have gone through the roof."
Promotions on Easter goods have started earlier over the past few years.
In 2008, offers on chocolate eggs only hit the shelves in mid-March, according to the magazine.
But post 2009, these have been available from the first week of January, it said. This year, supermarkets have already offered more than 50 deals, of which many have been on mini egg products.