The "Eitje van Gisteren" Bol.com Hunt: Why Everyone’s Talking About It
You know that feeling when a simple game totally hijacks your brain? That’s exactly what’s been happening with this Bol.com Easter egg hunt—especially the whole “eitje van gisteren” thing. It started as a fun promo. Now it’s a full-blown obsession for half the Dutch internet. If you’ve seen the TikToks or scrolled through the chaos on Pepper.com, you already know it’s wild. If not, buckle up.
So, What Is This “Eitje van Gisteren”?
Here’s the setup: during the Easter period, Bol.com hides virtual eggs on its site and in the app. Every egg comes with a little reward—maybe a discount, maybe just bragging rights. The twist is that one of the clues always refers to “the egg from yesterday.” And that one? It’s a real pain to track down.
The egg moves. Its location updates. Sometimes it’s in your recently viewed products, sometimes it’s buried in a weird product category. There’s no real pattern, which makes it incredibly addicting. Like, “I just spent 45 minutes looking at toasters” addicting.
Why This Blew Up
Because it taps into the exact same brain slot as Wordle or Geoguessr. It’s part game, part puzzle, part social scavenger hunt. And yeah, people want the discounts—but more than that, they want to win.
It also hits during a time when people are already in a festive, online-shopping mindset. Easter’s always been about eggs, but now it’s about digital eggs buried behind air fryer listings and sneaker ads.
The Internet Lost Its Mind
If you want to see the real action, check TikTok. Search Bol Eieren Zoeken and you’ll find endless screen recordings of people scrolling through the Bol app like they’re defusing a bomb. It’s that intense.
Pepper.com? Full of late-night threads with people saying things like, “Help, I’ve been staring at garden furniture for an hour. Is it even real?” Or “Found it! Profile > Recently Viewed > Page 3. You’re welcome.” It’s the best and worst of the internet in one thread.
Threads and Instagram are in on it too. People are tagging each other like it’s a group project. Some users are legit heroes now—like @zeldaxloverx64, who dropped hints that helped hundreds find an egg buried in the ‘Kinderboeken’ section. Legend.
It's Basically a Group Project
What makes it weirdly wholesome is how collaborative it all gets. People are helping each other out, dropping clues, drawing red circles on screenshots. It’s like an Easter egg version of Reddit detectives trying to solve a mystery—except the reward is a 10% coupon and minor internet clout.
Even on unrelated forums like Bokt.nl, people are casually bringing it up in completely unrelated threads. Someone mentioned spotting the egg in their profile under “recently viewed,” and suddenly the whole thread was about that instead of whatever the original topic was.
It's Frustrating, But That’s the Hook
The egg isn’t always easy to find. Sometimes it feels like it’s intentionally hard to mess with you. It might be hidden in a footer banner. Or behind three scrolls of random search results. People get mad. They rant. But then they find it—and immediately jump back in the next day.
It’s the same reason people still play Wordle even when it gives them a headache. Solving it feels good. Sharing that you solved it feels even better.
Bol.com Knows Exactly What It’s Doing
Let’s not kid ourselves. This is excellent marketing.
Every egg leads users into deeper corners of the site. You end up browsing five more product categories than you planned to. You discover that Bol.com now sells fancy kitchen gear or obscure board games you didn’t even know existed.
And while you’re hunting, maybe you spot a deal you weren’t even looking for. That’s the genius. It turns casual shoppers into deep-scrolling explorers.
This Could Totally Become a Year-Round Thing
Honestly, Bol could roll this out for every holiday. Hide a virtual “ijsje” in July. A “pepernoot” in December. A heart-shaped balloon in February. They’ve clearly tapped into something people want to do—even when there’s nothing tangible to win.
Gamification works when it feels like a game and makes you forget you’re technically participating in a marketing campaign. That’s what this does so well.
How to Actually Find That Egg
A few tricks from people who’ve been grinding this thing:
Check your profile. Specifically your “recently viewed” section.
Use filters. Sometimes the egg is tied to a price range or category.
Scroll to the bottom of product pages. It might be hiding below the fold.
Compare app vs desktop. The location sometimes changes depending on where you're browsing.
Follow the heroes. People on Threads and Pepper often post legit tips.
Just don’t overthink it. Or do. That’s half the fun.
Bottom Line
“Eitje van gisteren” is a perfect example of how a dumb-sounding idea turns into something brilliant when executed right. It’s simple, sticky, and strangely satisfying. People love feeling like they cracked a code. And Bol.com turned that need into clicks, traffic, and a surprisingly wholesome community moment.
If you haven’t tried it yet, maybe don’t. Unless you’re okay with accidentally spending your lunch break scrolling through baby monitors and vacuum cleaners. You’ve been warned. 🐣