UK Easter Intentions: Analysing Consumer Attitudes and Spending Intentions
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The GlobalData Retail Easter Intentions 2026 report forms part of the Retail Occasions series, and offers a comprehensive overview of the retail occasion of Easter, analysing consumers' intentions for spending.
The proportion of UK consumers who intend to purchase, or have already purchased, at least one item for Easter has marginally declined versus 2025. This is the second consecutive year of modest decline, yet participation remains high and reinforces Easter as an integral occasion in the UK, ranking second only to Christmas. Easter celebrations are becoming more home focused this year, with a stronger intent to spend time with family and friends. Food & drink and gifting continue to underpin intended Easter spend, but the balance has shifted this year as food & drink has risen to become the leading category shoppers plan to purchase.
Key Highlights
Purchases of food & drink ahead of Easter are already outpacing 2025.
Intentions to purchase gifts, food & drink, cards & gift wrap and other seasonal items have risen versus last year.
Friends have overtaken siblings, grandchildren and other family as favoured recipients of Easter gifts this year.
Reasons to Buy
Understand which products and categories consumers intend to purchase for Easter 2026.
Find out what consumers are planning to do to celebrate Easter in 2026.
Discover consumer opinions on Easter and how this differs by age and generation.
Cadbury's
Morrisons
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