Easter retail sales are forecast to climb 14 per cent year on year to £1.6bn in 2026, as shoppers balance value with a willingness to spend more on seasonal treats.

Research from retail and shopper marketing agency Savvy, based on a survey of 1,000 UK consumers, found that 70 per cent plan to celebrate Easter this year. Despite ongoing caution around household budgets, half of those surveyed expect to spend more than they did in 2025.

Savvy said the stronger outlook follows a more stable pricing environment after last year’s Easter was impacted by sharp cocoa-led inflation, which pushed up the cost of chocolate products and dampened demand.

Alastair Lockhart, insight director at Savvy, said: “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 per cent 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.”

The research points to a market being shaped by both affordability and premiumisation. More than six in 10 shoppers said they plan to treat themselves to higher-quality food and drink this Easter, while retailers continue to expand premium and super-premium Easter ranges.

Lockhart said innovation is not confined to the very top end of the category, highlighting products such as Cadbury’s Dairy Milk Biscoff egg and Toblerone’s The Edgy Egg as examples of more accessible premium launches designed to combine novelty with familiarity.

Savvy found that 49 per cent of shoppers are actively looking for limited-edition Easter lines, while 58 per cent are interested in trying new seasonal food or drink. However, almost half, 46 per cent, said Easter products currently on shelves feel uninspiring or boring, underlining an opportunity for brands and retailers to bring more creativity to the fixture.

That challenge is becoming more pressing as digital channels play a greater role in shaping purchase decisions. A third of shoppers said social media influences their Easter food and gift choices, rising to 35 per cent for short-form video content such as TikTok and Instagram Reels. Meanwhile, 30 per cent said they expect to use AI tools for inspiration this year.

Savvy also pointed to a shift in gifting behaviour as higher chocolate egg prices prompt some consumers to consider lower-cost alternatives, particularly when buying for wider social circles rather than close family. Sugar confectionery products such as themed Easter sweets could benefit as shoppers seek novelty at a lower price point.

Alongside confectionery, spending on food to eat at home is expected to rise strongly, continuing a broader pattern Savvy has identified across other seasonal events this year. However, eating out remains part of the Easter mix, with 45 per cent of those celebrating saying they plan to visit a pub or restaurant over the long weekend.

Lockhart added that retailers are already adjusting their promotional strategies in response to changing regulation and shopper behaviour.

“With HFSS restrictions banning traditional multi-buy promotions, we are seeing a noticeable increase in price promotions to help to maintain volume,” he said.

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