Most British consumers planning to celebrate Easter with total retail sales forecast to reach £1.6bn, marking a 14% year-on-year increase, shows a report released recently.
The uplift comes as easing cocoa-driven inflation restores shopper confidence, while value-conscious consumers continue to seek the best deals even as many are willing to spend more.
At the same time, premiumisation, demand for novelty products, and a growing shift towards alternative confectionery are reshaping the category, with retailers adapting through price-led promotions and more innovative product ranges to capture demand.
Easter is set for a stronger performance in 2026, according to the latest insights from leading retail and shopper marketing agency, Savvy.
Carried out across a representative sample of 1,000 UK shoppers, the findings indicate that 70% plan to celebrate the occasion, with total retail sales for the event forecast to reach £1.6bn – up 14% year on year.
Alastair Lockhart, insight director commented: “After a subdued 2025 shaped by sharp cocoa-driven inflation, this year’s more stable pricing environment is helping to unlock spending.
"Even so, value remains firmly front of mind – with 79% of shoppers saying they knew where to find the best value Easter eggs. At the same time, half expect to spend more than last year, suggesting that shoppers are balancing price awareness with a willingness to stretch budgets for the right products.
“Retailers are adapting accordingly. With HFSS restrictions banning traditional multi-buy promotions, we are seeing a noticeable increase in price promotions to help to maintain volume.”
Premiumisation continues to drive the Easter market
Savvy’s research found that 62% of shoppers planned to treat themselves to higher-quality food and drink this Easter, and the firm reported seeing continued range development in super premium chocolate eggs.
Lockhart said: “Growth is not limited to the very top end of the market – there is activity in premium mid-tier innovation, such as Cadbury’s Dairy Milk Biscoff egg and Toblerone’s The Edgy Egg featuring premium truffles, which combine familiarity with novelty at an accessible but elevated price point.”
The appetite for something different is reflected more broadly in the data. Nearly half of shoppers (49%) said they were actively looking for limited-edition Easter products, while 58% were interested in trying new Easter food or drink.
Yet there was also a clear gap to address – 46% felt that Easter products in shops were boring or lacked inspiration.
The tension points to a further opportunity for brands and retailers to deliver more creativity and differentiation in-store. This is becoming increasingly important as more shoppers turn to social feeds for inspiration.
Rising chocolate egg prices is shifting behaviour
Particularly notable when shoppers are buying for wider social circles rather than close family, some shoppers are turning to sugar confectionery alternatives over pricier chocolate eggs.
Items such as M&S’s special edition Easter Percy Pigs, Haribo Eggs Galore, and Maynards Jelly Babies Chicks are well placed to benefit, offering a combination of novelty and affordable gifts.
Spending on food to eat at home is expected to grow strongly, tracking a trend Savvy has reported on for other calendar events in 2026. That said, 45% of those celebrating Easter plan to visit a pub or restaurant over the long weekend.
Digital influence continues to evolve, albeit unevenly
A third of shoppers (33%) said they were influenced by social media when choosing Easter food and gifts, rising slightly to 35% for short-form video content such as TikTok and Instagram Reels. Meanwhile, 30% expected to use AI tools for inspiration this year.