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New traditions, bigger baskets: Capture Easter demand with CMX®

This Easter, ExtraCare® members are shopping across categories as they enter the holiday season more value-driven than ever. With Easter week 2025 seeing a +8% increase in ExtraCare member trips,* CMX helps your brand meet the moment.  

 

By featuring active promotions across CMX media assets, brands can reach shoppers with offers that reinforce CVS® as the retail leader in value — spotlighting weekly deals and ExtraCare rewards to deliver a stronger Easter sales season.

Two kids painting Easter eggs. A chocolate bunny.

CVS is the Easter shopping destination of choice

CVS remains a leading destination for customers, with traffic surging in the weeks leading up to the holiday.

  • Icon of a laptop.

    #1 week for CVS 
online trips*

  • Icon of CVS shopping bag

    #2 week for CVS 
in-store trips*

ExtraCare members are powering the Easter shopping surge

 

Illustration of an ExtraCare card.

+10% ExtraCare member spending from LY*

Illustration of a CVS basket.

$15.38 average spent on seasonal items*

Illustration of a CVS store.

+8% ExtraCare member trips to CVS during Easter 2025*

Easter traditions and shopper baskets are expanding across categories​ 

From premium chocolate to pet treats and more, ExtraCare member spending continues to grow YoY. 

Traditional categories surge ​with holiday favorites​ 

  • +2% candy** 

  • +11% ​chocolate ​bars**

  • +14% pre-paid​ cards** 

  • +1%​ greeting ​cards** 

  • +1%​ toys**


CMX is your Easter week catalyst to unlock new sales moments​ 

  • +3% beauty** ​ 

  • +2% ​grocery and beverages**​ 

  • +18% pet toys**

  • +5%​ pet treats**
Parent and child browsing an aisle in a CVS store. Icons of a carrot and a chick.

CMX connects your brand wherever ExtraCare members search, shop and celebrate this Easter 

Capture ExtraCare members’ baskets this Easter with CMX campaigns designed to connect your brand across the shopper journey.  

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Media mix

Onsite and offsite display, sponsored products, offsite social and premium display***

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Audience targeting

Search terms, prospective category and lapsed brand buyers, lifestyle and contextual audiences and custom affinity segments***

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Measurement & KPIs

New-to-brand acquisition, aROAS/iROAS performance tracking***

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Integration opportunities

Align with front store integrations, including social, CVS.com® and email***

Brands who partnered with CMX during Easter of 2025 saw:

  • 76%

    new buyer rate with acquisition focus*​ 

     

  • $7-$10

    ROAS with retention focus.*


  • +9%

    unit sales for featured SKUs†

Win the Easter moments that matter most to your brand — only with CMX

The Easter sales surge is coming and the time to prepare is now. Reach high-intent shoppers, unlock new buyers and fuel brand growth this Easter season with CMX.  

Contact the CMX seasonal sales team today. 

CMX Heart
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Where permitted by law. Not a guarantee of campaign performance.

  • *CVS internal data 2025​ 

  • **Circana March-April 2025

  • ***Media tactics vary by investment level

  • †vs. featured SKUs in 2024 campaign. CVS internal data 2025.


All data is for the week(s) leading up to Easter.​