While Easter in-store has traditionally been about sweet treats, this year’s activations demonstrate it has evolved far beyond just chocolate. HFSS regulations in England, commercial pushes from brands, and evolving consumer habits have paved the way for a broader, more dynamic approach to seasonal retail.
Think Easter crackers, floral wreaths, and even festive trees, alongside a renewed focus on the Easter roast, all turning the occasion into a multi-category celebration.
According to IGD’s ShopperVista research, 61 per cent of UK shoppers intend to celebrate Easter in 2026, making it the fourth most widely celebrated occasion after Christmas, Birthdays, and New Year. Plus, 44 per cent of those celebrating plan to buy gifts, primarily food-focused which reflects the opportunity Easter plays for incremental basket spend.
While established branded products dominate the gifting landscape, private label innovation is gathering pace. For 2026, retailers are enticing biscuit-loving Brits with fresh launches, including the Aldi Jammy Wheel egg and the Morrisons caramelised biscuit egg.
Many shoppers have already reported buying something new and unexpected, underscoring the appetite for novelty and creative products in treat-led categories.
Despite the focus on indulgence, price remains a significant factor as shoppers actively seek promotional offers. Product activations that spotlight value through compelling deals are proving vital for brands hoping to stand out in a competitive market.
Seth Russell, Retail Insights Analyst at IGD, comments: “This year’s Easter activations demonstrate that with a bit of creativity and a willingness to break the mold, retailers can unlock new seasonal opportunities.
"Whether it’s exploring untapped categories, creating immersive experiences, or simply reimagining the classics, there are plenty of useful learnings that can be applied across other seasonal events as the year unfolds.”
IGD maps out what Easter 2026 suggests for events across the rest of the year:
- Expanding Product Horizons: Retailers and suppliers are breaking tradition, using seasonal moments to introduce shoppers to products beyond the expected. From last-minute inspiration to bold new launches, there’s a clear move to encourage baskets to bulge with variety – not just the usual suspects.
- General Merchandise Goes Seasonal: Products that once belonged strictly to Christmas, such as advent calendars, crackers, cards, and festive apparel, are being reinvented for other occasions. This clever repositioning is helping to drive up margins and basket sizes, as shoppers indulge in a little extra seasonal magic all year round.
- Toys and Activities for All Ages: The joy of seasonal celebrations is now truly a family affair. Toys and fun activities, previously aimed largely at children, are being woven into in-store offers for kids and adults alike, injecting an interactive spirit into every occasion. Some retailers have bays in the seasonal aisle for toys and some even have full aisles for it.
- Core Staples Get a Makeover: Even among traditional favourites, new suppliers are finding space to shine. As consumers seek alternatives to the obvious, brands are capturing attention, proving that innovation has a place even in the most established seasonal categories.
- Wine Joins the Main Event: With the Easter Sunday roast taking centre stage, there’s a prime opportunity for wine and other alcoholic drinks to be paired with the main meal. Retailers are already seeing success in the wine aisle, and secondary placements could soon follow as the trend grows.